Scribd
Upload
281 views23 pages

Kotler Mm16e Inppt 08

Uploaded by

a184760
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
281 views23 pages

Kotler Mm16e Inppt 08

Uploaded by

a184760
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 23

Marketing Management

Sixteenth Edition, Global Edition

Chapter 8
Designing and Managing
Products

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Learning Objectives
8.1 Explain how companies use product differentiation to
create market value.
8.2 Explain the role of product design in differentiating
market offerings.
8.3 Discuss the key aspects of designing product portfolios
and product lines.
8.4 Describe the key decisions involved in managing
product packaging.
8.5 Explain how companies design and manage product
guarantees and warranties.
Copyright © 2022 Pearson Education Ltd. All Rights Reserved
Product Differentiation (1 of 2)
• Core functionality
• Features
• Performance quality
• Conformance quality

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Differentiation (2 of 2)
• Durability
• Reliability
• Form
• Style customization

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Design (1 of 4)
• Design
– The totality of features that affect the way a product
looks, feels, and functions to a consumer

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Design (2 of 4)
• Power of design

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Design (3 of 4)
• Is emotionally powerful
• Transmits brand meaning/positioning
• Is important with durable goods
• Makes brand experiences rewarding
• Can transform an entire enterprise
• Facilitates manufacturing/distribution
• Can take on various approaches

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Design (4 of 4)
• Approaches to design
– Design thinking
▪ Observation
▪ Ideation
▪ implementation

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Portfolio Design (1 of 2)
• Product portfolio
– Encompasses all products offered by a company,
including various product categories and product lines

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Portfolio Design (2 of 2)
• Product portfolio
– Width
– Length
– Depth
– Consistency

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Figure 8.1 Product Portfolio Width and Product
Line Length for Procter & Gamble Products

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Line Analysis (1 of 2)
• Product line
– A group of related products sold by the same
company

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Line Analysis (2 of 2)
• Product map
– Allows a company to
see its main
competitors at a
glance
– Helps planners to
identify market
segments and spot
market opportunities

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Figure 8.2 Product Map for a Paper-
Product Line

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Product Line Length
• Line stretching
– Down-market stretch
– Up-market stretch
– Two-way stretch
• Line filling
• Line modernization
• Line featuring
• Line pruning

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Managing Packaging (1 of 4)
• All the activities of designing and producing the container
for a product

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Managing Packaging (2 of 4)
• Used as a marketing tool
– Self-service
– Consumer affluence
– Company and brand
image
– Innovation opportunity

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Managing Packaging (3 of 4)
• Packaging objectives
– Identify the brand
– Convey descriptive and persuasive information
– Facilitate product transportation, protection, and
storage
– Aid consumption

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Managing Packaging (4 of 4)
• Color
– Carries different meanings in different cultures and
market segments
– Can define a brand

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Labeling
• Identifies
• Grades
• Describes
• Promotes

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Managing Warranties and Guarantees
• Guarantee
– If a product fails to function as promised by the
company or as customers expect, the company will
provide some type of compensation to the purchaser
• Warranties
– Cover the repair or replacement of the purchased
item and usually do not allow the customer to return
the product for a refund

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Discussion Questions (1 of 2)
• Kia offers one of the longest warranties in the automotive
industry.
– How does Kia use its warranty to differentiate its
brand and vehicles from the competition?
– Which attributes does Kia focus on as a source of
competitive advantage?

Copyright © 2022 Pearson Education Ltd. All Rights Reserved


Discussion Questions (2 of 2)
• Consider the packaging for an iPhone.
– What message does the packaging for an iPhone
convey about Apple?
– What does the packaging tell consumers about the
product they are buying?
– How does the packaging protect the product inside?

Copyright © 2022 Pearson Education Ltd. All Rights Reserved

You might also like