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Topic F: Product strategy - Coggle Diagram
Topic F: Product strategy
Levels of a product
Actual
Physical characteristics
Tangible product
Augmented
Additional benefits
Supplementary
Adding perceived value
Core
Benefits
Need
Idea
Classification of products and services
Consumer products
Shopping
Higher price
Much planning and effort, comparison
Less frequent
Selective distribution
Speciality
High price
Exclusive distrubtion
Brand preference, special effort, little comparison
Convenience
Low price
Heavy distribution
Frequent purchasing, little planning/comparison
Unsought
Price/Distribution varies
Little awareness
Industiral
Capital items
Installations
Accessory equiment
Suppliers and services
Supplies
Operating supplies
Maintenance items
Services
Repair services
Business advisory services
Material and parts
Raw materials
Manufactured materials and parts
Organisations, persons, people, ideas
Individual product and service decisions
Branding
Brand trademark
Tradename
Brand name
Packaging
Product and service attributes
Product features
Product style and design
Product quality
Labelling
Product support service
Service marketing
Service intangibility and non-ownership
Physical evidance
Service inseparability
People
Service variability
Service perishability
Process
Brand strategy
Brand equity
Brand value
Brand positioning
Values
Benefits
Product attributes
Brand name selection and protection
Brand sponsorship
Brand development
Product development
Market strategy and business analysis
Product development
Market testing
Functional testing
Beta testing
Concept developing and testing
Concept development
Concept testing
Target marketing
Idea screening
Idea generation
External
Crowdsourcing
Internal
Product launch
Types of products
Major/Breakthrough innovations
Product category expansion
Line extension
Product modifications