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MKT 3A Product Strategy (Differientiation (Style, Features, Performance…
MKT 3A Product Strategy
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Design
Well designed product is one that is nice to look at, easy to open, install, use, repair and dispose of.
Services Differientiation
- Ordering Ease
- Delivery
- Installation
- Customer Training
- Customer Consulting
- Maintenance & Repair
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Line Stretch
- Down Market Stretch -
- Up-market stretch
- Two-way stretch
Line Filling
Adding more items to line due to:
- Incremental profits
- Satisfy dealers who complain about sales due to missing items
- Utilize excess capacity
- Be a leading full-line company
- Plug holes to keep competitors out
- Can cause self cannibalization and customer confusion
Pricing
- Product Line Pricing
- Optional Feature Pricing
- Captive Product Pricing
- Two Part Pricing
- By-product Pricing
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Packaging, Labeling, Warranties and Guarantees
Packaging:
Primary, Secondary, Shipping.
Must:
- Identify brand
- Convey info on product
- Help transport / protection
- Aid storage
- Aid consumption
- Package withstands normal conditions
- Script is legible and colors harmonious
- Dealers find packages attractive and easy to handle
- Consumer tests ensure favourable consumer response
Labelling:
- identifies
- grades product
- describes
- promote