For many a product is simply the tangible, phsysical entity that they may be buying or selling. You buy a new MP3 and that's the product - simple! Or maybe not. When you buy a MP3, is the product more complex than you first thought? In order to actively explore the nature of a product further, lets consider it as three different products - the CORE product, the ACTUAL product, and finally the AUGMENTED product.
These are known as the 'Three Levels of a Product.' So what is the difference between the three products, or more precisely 'levels?'
The CORE product is NOT the tangible, physical product. we can't touch it. That's because the core product is the BENEFIT of the product that makes it valuable to you. So with the Mp3 example, the benefit is convenience i.e. the ease at which you can listen to music, when you want to. Another core benefit is getting news with the radio voice.
The ACTUAL product is the tangible, physical product. You can get some use out of it. Again with the mp3 example, it is the product that we listen,try, buy and then collect.
The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So when you buy a mp3, part of the augmented product would be the warranty, the customer service support offered by the mp3's manufacture, and any after-sales .
Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are derived from only a few products in the line.So here we can see the Class Ohlson sell the same related products.Though they have Mp3s with diffrent price,colour,desighn,model,feature etc.
The number of different product lines sold by a company is referred to as width of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line extension. When you add a line extension that is of better quality than the other products in the line, this is referred to as trading up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading down. When you trade down, you will likely reduce your brand equity. You are gaining short-term sales at the expense of long term sales.
Image anchors are highly promoted products within a line that define the image of the whole line. Image anchors are usually from the higher end of the line's range. When you add a new product within the current range of an incomplete line, this is referred to as line filling.
Price lining is the use of a limited number of prices for all your product offerings. This is a tradition started in the old five and dime stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitable price points for a whole range of products by prospective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or unstable prices.
There are many important decisions about product and service development and marketing. In the process of product development and marketing we should focus on strategic decisions about product attributes, product branding, product packaging, product labeling and product support services. But product strategy also calls for building a product line.
1.Market introduction stage
-cost high
-sales volume low
-no/little competition - competitive manufacturers watch for acceptance/segment growth losses
-demand has to be created
-customers have to be prompted to try the product
2. Growth stage
-costs reduced due to economies of scale
-sales volume increases significantly
-profitability
-public awareness
-competition begins to increase with a few new players in establishing market
-prices to maximize market share
3. Mature stage
-Costs are very low as you are well established in market & no need for publicity.
-sales volume peaks
-increase in competitive offerings
-prices tend to drop due to the proliferation of competing products
-brand differentiation, feature diversification, as each player seeks to differentiate from competition with "how much product" is offered
-very profitable
4. Decline or Stability stage
-costs become counter-optimal
-sales volume decline or stabilize
-pices, profitability diminish
-pofit becomes more a challenge of production/distribution efficiency than increased sales
The mp3 i am talking about is just in primary level in the market.That means it goes in Market introduction stage.THE PRODUCT JUST MAKING ITS MARKET. Consumers are applying there demand over the product.And commonly the sales volume is low.
Well lets now turn eyes over the branding.A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings, as defined by the American Marketing Association;[1] however, according to The Chartered Institute of Marketing, a brand represents the consumers' experience with an organization, product, or service.
In Branding the company not perform well.Cause though they said the product is of EXIBEL but with the product they just mention the product seller name That is Clas Ohlson personal product.But also notice that in branding with the company name is also makes sense to the consumers,cause as we know the big market of clas ohlson with its retailing serivices and high quality products.
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Package labelling (BrE) or labeling (AmE) is any written, electronic, or graphic communications on the packaging or on a separate but associated label.
The purposes of packaging and package labels
Packaging and package labelling have several objectives:
Physical Protection - The objects enclosed in the package may require protection from, among other things, shock, vibration, compression, temperature, etc.
Barrier Protection - A barrier from oxygen, water vapor, dust, etc., is often required. Package permeability is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, and safe for the intended shelf life is a primary function.
Containment or Agglomeration - Small objects are typically grouped together in one package for reasons of efficiency. For example, a single box of 1000 pencils requires less physical handling than 1000 single pencils. Liquids, powders, and flowables need containment.
Information transmission - Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. With pharmaceutical, food, medical, and chemical products, some types of information are required by governments.
Marketing - The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for dozens of years. Marketing communications and graphic design are applied to the surface of the package and (in many cases) the point of sale display.
Security - Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfer indicating seals. Packages may include authentication seals to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance tags, that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss prevention.
Convenience - Packages can have features which add convenience in distribution, handling, display, sale, opening, reclosing, use, and reuse.
Portion Control - Single serving or single dosage packaging has a precise amount of contents to control usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It is also aids the control of inventory: selling sealed one-liter-bottles of milk, rather than having people bring their own bottles to fill themselves.
Here it can be justify with these points of view that the Mp3´s packaging really makes a positive sence to the consumers for the great attraction of the consumers.IF í compare with the other competitive Mp3 products i am sure the packaging stood in such a standard position that comparatabely with other products.
For example, i observed the product of Creative mp3 and comparatively its more attractive with the packing .
These are known as the 'Three Levels of a Product.' So what is the difference between the three products, or more precisely 'levels?'
The CORE product is NOT the tangible, physical product. we can't touch it. That's because the core product is the BENEFIT of the product that makes it valuable to you. So with the Mp3 example, the benefit is convenience i.e. the ease at which you can listen to music, when you want to. Another core benefit is getting news with the radio voice.
The ACTUAL product is the tangible, physical product. You can get some use out of it. Again with the mp3 example, it is the product that we listen,try, buy and then collect.
The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So when you buy a mp3, part of the augmented product would be the warranty, the customer service support offered by the mp3's manufacture, and any after-sales .
Product lining is the marketing strategy of offering for sale several related products. Unlike product bundling, where several products are combined into one, lining involves offering several related products individually. A line can comprise related products of various sizes, types, colors, qualities, or prices. Line depth refers to the number of product variants in a line. Line consistency refers to how closely related the products that make up the line are. Line vulnerability refers to the percentage of sales or profits that are derived from only a few products in the line.So here we can see the Class Ohlson sell the same related products.Though they have Mp3s with diffrent price,colour,desighn,model,feature etc.
The number of different product lines sold by a company is referred to as width of product mix. The total number of products sold in all lines is referred to as length of product mix. If a line of products is sold with the same brand name, this is referred to as family branding. When you add a new product to a line, it is referred to as a line extension. When you add a line extension that is of better quality than the other products in the line, this is referred to as trading up or brand leveraging. When you add a line extension that is of lower quality than the other products of the line, this is referred to as trading down. When you trade down, you will likely reduce your brand equity. You are gaining short-term sales at the expense of long term sales.
Image anchors are highly promoted products within a line that define the image of the whole line. Image anchors are usually from the higher end of the line's range. When you add a new product within the current range of an incomplete line, this is referred to as line filling.
Price lining is the use of a limited number of prices for all your product offerings. This is a tradition started in the old five and dime stores in which everything cost either 5 or 10 cents. Its underlying rationale is that these amounts are seen as suitable price points for a whole range of products by prospective customers. It has the advantage of ease of administering, but the disadvantage of inflexibility, particularly in times of inflation or unstable prices.
There are many important decisions about product and service development and marketing. In the process of product development and marketing we should focus on strategic decisions about product attributes, product branding, product packaging, product labeling and product support services. But product strategy also calls for building a product line.
1.Market introduction stage
-cost high
-sales volume low
-no/little competition - competitive manufacturers watch for acceptance/segment growth losses
-demand has to be created
-customers have to be prompted to try the product
2. Growth stage
-costs reduced due to economies of scale
-sales volume increases significantly
-profitability
-public awareness
-competition begins to increase with a few new players in establishing market
-prices to maximize market share
3. Mature stage
-Costs are very low as you are well established in market & no need for publicity.
-sales volume peaks
-increase in competitive offerings
-prices tend to drop due to the proliferation of competing products
-brand differentiation, feature diversification, as each player seeks to differentiate from competition with "how much product" is offered
-very profitable
4. Decline or Stability stage
-costs become counter-optimal
-sales volume decline or stabilize
-pices, profitability diminish
-pofit becomes more a challenge of production/distribution efficiency than increased sales
The mp3 i am talking about is just in primary level in the market.That means it goes in Market introduction stage.THE PRODUCT JUST MAKING ITS MARKET. Consumers are applying there demand over the product.And commonly the sales volume is low.
Well lets now turn eyes over the branding.A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings, as defined by the American Marketing Association;[1] however, according to The Chartered Institute of Marketing, a brand represents the consumers' experience with an organization, product, or service.
In Branding the company not perform well.Cause though they said the product is of EXIBEL but with the product they just mention the product seller name That is Clas Ohlson personal product.But also notice that in branding with the company name is also makes sense to the consumers,cause as we know the big market of clas ohlson with its retailing serivices and high quality products.
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Package labelling (BrE) or labeling (AmE) is any written, electronic, or graphic communications on the packaging or on a separate but associated label.
The purposes of packaging and package labels
Packaging and package labelling have several objectives:
Physical Protection - The objects enclosed in the package may require protection from, among other things, shock, vibration, compression, temperature, etc.
Barrier Protection - A barrier from oxygen, water vapor, dust, etc., is often required. Package permeability is a critical factor in design. Some packages contain desiccants or Oxygen absorbers to help extend shelf life. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, and safe for the intended shelf life is a primary function.
Containment or Agglomeration - Small objects are typically grouped together in one package for reasons of efficiency. For example, a single box of 1000 pencils requires less physical handling than 1000 single pencils. Liquids, powders, and flowables need containment.
Information transmission - Packages and labels communicate how to use, transport, recycle, or dispose of the package or product. With pharmaceutical, food, medical, and chemical products, some types of information are required by governments.
Marketing - The packaging and labels can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon for dozens of years. Marketing communications and graphic design are applied to the surface of the package and (in many cases) the point of sale display.
Security - Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfer indicating seals. Packages may include authentication seals to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article surveillance tags, that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss prevention.
Convenience - Packages can have features which add convenience in distribution, handling, display, sale, opening, reclosing, use, and reuse.
Portion Control - Single serving or single dosage packaging has a precise amount of contents to control usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It is also aids the control of inventory: selling sealed one-liter-bottles of milk, rather than having people bring their own bottles to fill themselves.
Here it can be justify with these points of view that the Mp3´s packaging really makes a positive sence to the consumers for the great attraction of the consumers.IF í compare with the other competitive Mp3 products i am sure the packaging stood in such a standard position that comparatabely with other products.
For example, i observed the product of Creative mp3 and comparatively its more attractive with the packing .
1 comment:
ok.it was good .
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