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Marketing Mix - Product - Coggle Diagram
Marketing Mix - Product
Marketing Mixes
Pricing
People
Promotion
Process
Place (Distribution)
Physical Evidence
Product
Product
3 Levels of Product Benefits
Packaging Design
Branding
Development Requirements
Aftercare Services & Support
4 Main Types of Products
Convenience
Shopping
Speciality
Unsought
New Product Development
Step 4. Concept testing
Benefits
Uses
Purchase Intentions
Attractiveness
Step 5. Market/business analysis
3 Part Market Strategy
Planned Value Proposition
Sales/Market Share
Target Markets
Step 3. Idea Screening
Days Screening Criteria
Can we win
Is it worth doing
Is it real
Step 6. Product development
Step 2. Idea Generation
Periodic Reviews
Open Calls (Internal & External)
Research Laboratories
Serendipitous Suggestions
Competitors or Other Organisations
Collaboration
Step 7. Test marketing
Controlled Test Market
Standard Test Market
Simulated Test Market
Step 8. Commercialisation
Step 1. New Product Planning
Ansoff's Matrix
SWOT Analysis
New Product Development
Crawford (1991) Extended Model
Step 4. Concept testing
Step 5. Market/business analysis
Step 3. Idea Screening
Step 8. Commercialisation
Step 7. Test marketing
Step 2. Idea Generation
Step 6. Product development
Step 1. New Product Planning
Crawford & Di Benedetto (2014) Basic 5 Step Model
Phase 5: Launch
Phase 4; Development
Phase 3: Concept/Project Evaluation
Phase 2: Concept Generation
Phase 1: Opportunity Identification and Selection
Failure or Success
Product Design
Market Positioning
Product Development Costs
Launch Timing
Use of Market Research
Pricing
Estimation of Market Size
Promotion
Competition