DEVELOPING AND MANAGING

OFFERINGS

DBA. Nguyễn Thiện Hùng

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 PRODUCT CONCEPT

BENEFIT: How does the product or service satisfy

a need?

PRODUCT: Group of interests and set of solutions

for needs and wants

COMPETITIVE Better customer satisfaction benefits

ADVANTAGE : Competitor's products

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 Product features in B2B marketing

 Product features in B2B marketing

 Origin of demand (CO/CQ)
 Specifications, product design
 Product life cycle
 Support services
 Product packaging and aesthetic elements

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 Product features in B2B marketing

Product decisions
oSet product policies.

oSet specific goals for each product.

oSearch and add new products.

oDefine product specification

oIntroducing new products

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 Product features in B2B marketing

Product decisions
oModify existing products

oDeciding to dispose of unprofitable products

oPackaging decisions

oDecisions related to the product life cycle

oProvide support services

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 PRODUCT MANAGEMENT ACTIVITIES

• UNDERSTAND THE PRODUCT LIFE CYCLE (PLC) AND

APPLY IT TO PRODUCT STRATEGY

• UNDERSTAND THE CONCEPT OF PRODUCTS LIST

• KNOW WHEN TO HARVEST PRODUCTS

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 TYPES OF RISKS WHEN
DEVELOPING PRODUCTS

• INVESTMENT RISKS

• RISK OF OPPORTUNITY

• RISKS BECAUSE OF NEWTH OF PRODUCTS

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 PRODUCT DEVELOPMENT PROCESS:
A NEW VIEW
EVALUATION

PRODUCTS LAUNCH

TESTING

PRODUCT DEVELOPMENT

DETERMINATION OF CHARACTERISTICS

SCREENING AND
PRELIMINARY INVESTIGATION

CREATE IDEAS

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 PRODUCT DEVELOPMENT PROCESS:
CREATING IDEAS

• SUPPLIERS
• CLIENTS
• SALESMANS
• COMPETITORS
• MARKET RESEARCH

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 PRODUCT DEVELOPMENT PROCESS:
SCREENING AND PRELIMINARY
INVESTIGATION

• FITS COMPANY OBJECTIVES

• MEET CUSTOMERS' NEEDS
• MARKET POTENTIAL
• COMPETITIVE ADVANTAGE WHEN HAVING
PRODUCTS
• CAPABLE of PRODUCTION and SERVICE
DEVELOPMENT

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 PRODUCT DEVELOPMENT PROCESS:
DETERMINATION OF CHARACTERISTICS
• DETERMINATION OF THE CHARACTERISTICS AND
FEATURES OF US PRODUCTS
• DETERMINATION OF TYPES OF COST
• PRODUCT DESIGN
• EXAMPLE - PRINTER CHARACTERISTICS BENEFITS

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 PRODUCT DEVELOPMENT PROCESS:
BETA TESTING

• REVIEW PRODUCTS ON REAL MARKET

• CUSTOMERS ASSESS THE CHARACTERISTICS,

FEATURES, BENEFITS OF PRODUCTS

• DISCOVER THE CHARACTERISTICS THAT DON'T HAVE

CUSTOMERS SATISFACTION

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 PRODUCT DEVELOPMENT PROCESS:
PRODUCT LAUNCH

• BUILDING A COMMUNICATION STRATEGY

• DEVELOPMENT OF SERVICES FOR PRODUCTS

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 PRODUCT DEVELOPMENT PROCESS:
AFTER PRODUCTS LAUNCH

• TIME TO MARKET

• DEVELOPMENT COSTS

• FINANCIAL RESULTS

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 QUALITY DEVELOPMENT

The benefits Connect with Dividing into Process Production

customers product part characteristics Control
want features characteristics

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 CREATE SUCCESSFUL PRODUCTS

1. CLOSE TO THE TARGET MARKET AND SATISFIED

CUSTOMERS NEEDS.

2. MARKET ORIENTED COMPANY

3. THE COMPANY HAS A COMPETITIVE

ADVANTAGE IN TECHNOLOGY AND
PRODUCTION CAPACITY.

4. COMPANY HAS STRONG MARKETING CAPACITY

5. STRONG FINANCIAL SUPPORT 4-16

 IMPORTANT ISSUES FOR CREATING
PRODUCTS
“CREATIVE” COMPANYMUST HAVE

COMPANY CULTURE SUPPORT CREATIVITY – desire to

develop, improve

Focus on OPPORTUNITY RISK instead of INVESTMENT

RISK

VISION OF NEW PRODUCTS ACHIEVEBLE

STRUCTURE DEVELOPMENT PROCESS

LONG-TERM OUTLOOK

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IMPORTANT DECISIONS OF PRODUCTS
MANAGEMENT

1. ABOUT WHAT PRODUCT?

2. WHAT PRODUCT KEEPING?
3. WHAT PRODUCTS NEED TO PROMOTE?
4. PROMOTION LEVEL (from LOW TO HIGH)
5. WHAT PRODUCTS NEED TO MAINTENANCE
OR REMOVAL?

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 THE SUCCESSFUL BATTLE OF
NEW PRODUCTS
• FOCUS ON CORE COMPETENCIES
+
• PROVIDE THE BEST VALUE TO CUSTOMERS

=
SUCCESSFUL PRODUCTS

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