Professional Documents
Culture Documents
A Product is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
Attractiveness of the market offering Product features and quality Services mix and quality
What is the buyer really buying? .... Core benefits, Problem Solving services.
Examples:
Lipstick....... Beauty, Hope, not lip color In a hotel, customer is buying rest and sleep
Augmented Product
Consists of Additional Consumer Services and
Services
Convenience
Shopping
Specialty
Unsought
MARKETING STRATEGY
Developing a vision about the market(s) of interest to the organization, selecting market target strategies, setting objectives, developing, implementing, and managing the marketing program positioning strategies designed to meet the value requirements of the customers in each market target .
The issues discussed in the area of differentiating and Positioning the market offering are:
Tools for Competitive Differentiation Developing a Positioning Strategy Communicating the Companys Positioning
What is Differentiation?
Ensuring that products and services have a unique element to allow them to stand out from the rest. In business terms, to differentiate means to create a benefit that customers perceive as being of greater value to them than what they can get elsewhere.
Tools for Competitive Differentiation Differentiation - Definition: is the act of designing a set of meaningful differences to distinguish the company's offering from competitor's offerings. - It helps the firm fight on non price plank. - It can be achieved through difference in product, distribution methods ,promotion steps, plant location or after sales service. -Example Eureka Forbes used personal selling ; the sole way to reach its customer and built up distinction through it .Where as COKE & PEPSI differentiated through brand power ,Apple ,Microsoft are some more examples .
Product
Services that accomplish any marketing, sales and after sales services. Personnel that interact with the customer Channel
Image
Product Differentiation
Product form Features Customization Performance Conformance Durability Reliability Repairability Style
Differentiating a Product
Features Quality: performance and conformance Performance - the performance of the prototype or the exhibited sample, Conformance - The performance of every item made by the company under the same specification.
Design Differentiation
Services differentiation
Ordering ease Delivery Installation Customer training Customer consulting Miscellaneous services
Ginger Hotels has carved a profitable niche through its innovative service configuration
Personnel Differentiation
Channel differentiation
Coverage Expertise of the channel managers Performance of the channel in ease of ordering, service and personnel
Image differentiation First distinction between Identity and Image - Identity is designed by the company and through its various actions company tries to make it known to the market. Image is the understanding and view of the market about the company. An effective image does three things for a product or company. 1. It establishes the product's planned character and value proposition. 2. It distinguishes the product from competing products. 3. It delivers emotional power and stirs the hearts as well as the minds of buyers. The identity of the company or product is communicated to the market by Symbols
Written and audiovisual media Atmosphere of the physical place with which customer comes into contact Events organized or sponsored by the company.
Image Differentiation