第十章产品策略

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,Product Strategy,Topic Seven: creating marketing offers(1),Objectives,Product Characteristics,Building & Managing the Product Mix & Product Lines,Brand Decisions,Product life cycle,Developing new product,纲 要,整体产品概念,产品,生命周期各阶段的特点及营销战略,产品生命周期的概念与曲线,新产品开发管理,品牌化决策,结 束,第十章,产品组合与产品线,整体产品概念,In planning its market offering,the marketer needs to think through five levels of the level adds more customer value,and the five constitute a customer value hierarchy.,Five Product Levels,科特勒的新定义,产品的五个层次,潜在产品,附加产品,期望产品,一般产品,核心产品,The most foudamental level is the core benefit:the foundamental benefit the customer is really buying.,（,1,）,第一层核心产品,顾客真正要购买的基本服务和利益如，住宿顾客购买的是休息和睡眠,At the second level ,the markerter should turn the core benefit into a basic product.,（,2,）,第二层一般产品,产品的基本形式。如宾馆出租的房间,。（,3,）,第三层期望产品,顾客在购买产品时，通常希望和默认的一组属性和条件。,如,:,住宿宾馆的顾客期望干净的床单、,24,小时供热水等,At the third level, the markerter prepares an expected product ,a set of attributes and conditions buyers normally expect when they purchase this product.,At the fourth level, the markerter prepares an augmented product that exceeds customer expectation.,（,4,）第四层附加产品,产品所包含的附加服务和利益,如，宾馆提供鲜花、洗漱用品等,Something should be noted about product augmentation strategy.,first,each augmentation adds marketer has to ask whether customers will pay enough to cover the extra cost.,second augmented benefits soon become expected product,At the fifth level stands the potential product,which encompasses all the possible augmentations and transformations the product might undergo in the future.,（,5,）,第五层潜在产品,该产品最终可能的改变,附加产品表明了产品现在的内含，而潜在产品则表明产品可能的变化,如，住宿的顾客，在枕头下发现了糖果,第二节 产品组合策略,一、产品组合的概念,产品组合,全部产品的结构,A product mix is the set of all products and items that a particular seller offers .,A companys product mix has a certain width length depth and consistency.,These concepts are illustrated in table .,2,产品线,功能相近、满足同类需求的一组产品,A group of products with similar function to satisfy the same type of demand.,Product Mix,Width,- number of,different,product lines,Length,- total number of items,within the lines,Depth,- number of versions of each product,Product Mix -,all the product,lines offered,Consistency,产品组合的宽度,一个企业有多少产品线,The width of a product mix refers to how many different lines the company carries.,产品组合的长度,一个企业产品组合中的所有产品项目总数,The length refers to the total numbers in the mix. In table ,it is 25.we can also talk about the average length of a line .,this is obtained by dividing the total length by the number of lines.,产品组合的深度,一个产品线中某一产品项目数,The depth refers to how many variants are offered of each product in the line.,6,产品组合的关联性,企业产品线之间的相关程度,the consistence refers to how closely related the various product lines are in enduse,production requirements ,distribution channels,产品组合的宽度,清洁剂,牙膏,条状肥皂,纸尿布,纸巾,象牙雪,汰渍,快乐,奥克雪多,德悉,波尔德,圭尼,伊拉,格利,佳洁士,象牙,洗污,佳美,爵士,保洁净,海岸,玉兰油,帮宝适,露肤,媚人,旗帜,绝顶,These four product mix dimensions permit the company to expand its business in four ways , it can add new product lines ,thus widening its prodcut mix .it can lengthen each product line,it can add more product variants to each product and deepen its product mix .finally a company can pursue more product line consistency.,Product-Line Length,三、产品组合决策,扩大产品组合,产品线扩展,Line Stretching,Downmarket,Upmarket,Two-way,（,1,）向下延伸 高档低档,（,2,）向上延伸 低档高档,（,3,）双向延伸 低档中档高档,向低端市场扩展的原因,:,1,在低端市场有巨大的机会,2,公司可能希望拖住在低端产品市场的竞争者,使他不进入高端市场,.,3,公司可能发现中端市场处于停滞或衰退状态,.,向抵挡市场扩展时面临许多选择,:,所有产品都是用一个品牌,.,用次级品牌引入低价产品,.,如吉列公司推出了吉列新闻,风险在于索尼品牌将损失某些质量形象,索尼的购买者将转向低价产品,.,用另一不同品牌引入低价产品,.,不提索尼名字,.,但是要花好多钱来树立新品牌,.,受高端市场高额利润的吸引,或者提升产品线整体形象,.,丰田推出凌志,日产推出无限,本田推出雅格,全部使用新名称,.,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above,average,Average,Low,Fairfield Inn,(Vacationers),Courtyard,(Salespeople),Marriott,(Middle,managers),Marriott,Marquis,(Top,executives,),美国马里奥特旅馆对他的旅馆供应线实行双向扩展,.,在中档旅馆的旁边,增加了侯爵线为市场的高档需求服务,.,集市式小旅店为抵挡需求的顾客服务,.,风险在于旅客发现旅馆能提供相同的服务时,会有上当受骗的感觉,会提出降价的要求,/,产品线填补,Line Filling,在现有的产品线范围内增加些产品项目,决策动机,:,获取增量利润,.,满足那些经常抱怨产品线不足的经销商,从分利用过剩的生产能力,.,争取成为领先的完整产品型的公司,设法填补市场空隙,防止竞争者进入,产品组合削减,Line Pruning,产品线现代化,Line Modernization,What is a Brand?,Attributes,Benefits,Values,Culture,User,Personality,A brand is a name term,sign ,symbol,or design or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.,品牌定义,品牌是指用以识别一个（或一群）卖主的商品或劳务的名称、术语、标记、象征或设计，及其组合，用以区分一个或一群卖主和竞争者。,品牌名称是指可以用语言称谓表达的部分,品牌标记是指品牌可以被识别,认识但不能用语言称谓表达的部分如符号,图案,色彩,字体造型,.,商标,商品的品牌经过政府有关部门的审核注册称为商标,名称标记均受受法律保护,.,品牌的起源,国内说法：品牌是由美国西部的庄园主和畜牧业者最早开始使用的，当时的美国西部处于拓荒阶段，庄园主和畜牧业者在自己的牲畜上印一些标记，以表明自己的所有权。,国际说法：品牌一词起源于,19,世纪早期盛威士忌的酒木桶上的区别性标志，但商标可在欧洲中世纪的行业协会中找到渊源。,约翰,.,菲利普,.,琼斯（英）,品牌的作用,为什么需要品牌,品牌的四种主要功能：,识别：在众多的品牌中与竟品区隔并受法律保护。,信息浓缩：消费者往往把某个品牌名称当作“信息块”通过一个品牌名称的作用，回忆起大量特征，如品质、技术、功能、广告方式等。,安全性：一个熟悉的品牌能带给消费者更多信心的保证。,附加价值：提供比一般产品更多的价值或利益，特别是心理性利益。,An Overview ofBranding Decisions,Branding,Decision,Brand,No brand,Brand-,Sponsor,Decision,Manu-,facturer,brand,Distribu,-,tor,(,private,),brand,Licensed,brand,Brand-,Name,Decision,Individual,brand,names,Blanket,family,name,Separate,family,names,Company-,individual,names,Brand-,Repositioning,Decision,Reposi,-,tioning,No,reposi,-,tioning,Brand-,Strategy,Decision,Line,extension,Brand,extension,Multi-,brands,New,brands,Cobrands,5,品牌策略,（,1,）,品牌化策略,BrandingDecision,是否使用品牌,使用何品牌,产品同质化程度高,如钢铁媒,原材料,未加工的原料产品农作物,消费者以习惯不用品牌的产品,大米面油,（,2,）,品牌使用策略,(,使用谁的品牌,)the product may be launched as a manufacturer brand,a distributor brand, a licensed brand.,自己,别人,特许品牌,private brands offer two advantages.,First they are more profitable.,Second retailers develop exclusive store brands to differentiate themself from competitors.,品牌化决策一览表,品牌化,决策,是否应为该产品制定一个品牌？,用品牌,不用品牌,品牌归属,决策,品牌质量,决策,家族品牌,决策,品牌扩展,决策,品牌多,决策,品牌再定位,决策,由谁来使用该品牌？,制造商 品牌,私人品牌,混合品牌,高质量,中等质量,低质量,品牌应体现什么样质量？,每一个产品应采用个别品牌还是家族品牌,个别品牌名称 通用的家族品牌名称 个别的家族品牌名称 公司（个别）品牌名称,是否应给其它产品以同样品牌名称,品牌扩展,品牌不扩展,是否应给同类产品制定两个或更多的品牌,一个品牌,一个以上品牌,品牌应再定位吗？,品牌再定位,品牌不再定位,返 回,12.13 品牌决策,（,2,）,制造商品牌,中间商品牌,虚拟化经营,制造者所有,中间商拥有,企业不生产销售,向加工企业发订单,由中间商销售产品,品牌归属决策,海尔、万科,零售品牌刚起步,很有发展潜力,无店铺经营,耐克,苏宁、国美,最主要品牌形式,美国西尔思连锁百货公司,90%,的商品使用自己的牌子,消费者分辨不清是谁的品牌,广州万佳乐公司因资金问题将品牌租用给其他厂商,导致崩溃,.,（,3,）家族品,牌决策,个别品牌策略,Individual brand,:,为不同产品使用不同品牌名称,统一品牌策略,Blanket family name,（松下东芝日立,格利,美的）,好处,:,推广新品牌节省品牌设计广告费用,利用原品牌声誉使产品顺利进入市场,风险,:,一旦失败,秧及整个企业,企业名称个别品牌,Company-individual names,-,共同提升企业与产品知名度日本的丰田,尼桑,美国的通用都采用企业加个别品牌,（,4,）,品牌战略决策,产品线扩展,品牌变形,Line extension,品牌延伸,Brand extension,多品牌,Multi-brands,新品牌,（,5,）品牌重新定位策略,产品线扩展,品牌变形,Line extensions consist of introducing additional items in the same product category under the same brand name such as new flavors,forms colors package size.,在现有品牌名中加入新规格风味,扩大产品目,顾客问及可口可乐,她的 反应是盎司的那种,现在是新的,传统的樱桃可乐,普通的还是减肥的,.,含咖啡因的,瓶装还是罐装,波音：波音,737,、,747,、,777,等,诺基亚、摩托罗拉等型号扩展,品牌变形,:,为专门的零售分销商渠道设计品牌线,品牌延伸,利用现有品牌名称来推出其他产品类目中的新产品,a company may use its existing brand name to launch new products in other categories.,优点,:,为每种新产品树立高质量认识,可能使消费者失望,并损坏了公司其他产品的信任度,.,失去在消费者心目中特写地位,发生品牌稀释,本田公司利用其公司名称推出了摩托车,助动车,滑雪车,割草机,海上发动机,雪地摩托车,广告,:,在两个车库中放六部本田,.,多品牌,在相同产品类目中引进其他品牌,a company will often introduce additional brands in the same category.,为不同买主提供不同性能或诉求的方法,陷阱,-,每个品牌占领了很小的市场份额,毫无利润,相互挤压,宝洁公司在清洁剂这个类目中有九个品牌,能使公司占领根多的分销商货架,建立侧翼品牌为了保护其主品牌,品牌重新定位,However well a brand is currently positioned ,the company may have to reposition it later when facing new competitors or changing customer preferences.,面临新的竞争,顾客偏好改变时,重新定位,七喜饮料时许多软饮料中的一种,主要购买的是老年人,对饮料的需求是刺激性小和有柠檬味,调查结果,:,即使大部分软饮料消费者偏好可乐,他们也不是如意的,况且有很多人不喝,.,非可乐确立了在非可乐市场的领导地位,(,既有朝气,又提神,),第二节 产品的生命周期,一、产品生命周期的模式,1,产品生命周期的概念,产品生命周期,是指产品从投放市场开始到被市场所淘汰，企业停止生产的时间过程。,注意：,产品使用寿命,产品从投入使用到报废为止所经历的时间过程。,A companys differentiating and positioning strategy must change as the product,market,and competitors change over time.,Here we will describe the concept of the product life cycle and the changes that are normally made as the product passes through each stage of the life cycle.,To say a product has a life cycle is to assert four things:,Products have a limited life.,Prodcut sales pass through distinct stages,each posing different challenges ,opportunities and problems to the seller.,Profits rise and fall at different stages of the product life cycle,Products require different marketing financial manufacturing purchasing human resource strategier in each stage of their life cycle.,The curve is typically divided into four stages:,introduction:a period of slow sales growth as the product is introduced in the market,profits are nonexistent in this stage because of the heavy expenses incurred with product introduction.,Growth: a period of rapid market acceptance and substantial profit improvement.,maturity; a period of a sloedown in sales growth because the product has achieved acceptance by most potential buyers .profits stabilize or decline because of increased competition.,Decline:the period when sales show a downward drift and profits erode.,Q,T,0,引入期,成长期,成熟期,衰退期,销售额曲线,利润曲线,产品生命周期,3,产品生命周期的基本模式,金额,时间,介绍期,成长期,成熟期,衰退期,销售额,利润额,4,说明,（,1,）产品生命周期各阶段的划分是相对的,（,2,）不同产品的生命周期是不同的,（,3,）产品生命周期通常是按国家或地区划分的,（,4,）并非所有产品的生命周期都有完整的四个阶段,两种典型的生命周期曲线,销售量,销售量,首次循环,再循环,时间,时间,（,a,）“循环,再循环”型,（,b,）“扇”型,点 击,返 回,返 回,In launching a new product, marketing management can set a high or a low level for each marketing variable(price promotion distribution product quality).considering only price and promotion,management can pursue one of four strategies:,Four IntroductoryMarketing Strategies,Rapid-,skimming,strategy,Rapid-,penetration,strategy,Slow-,penetration,strategy,Slow-,skimming,strategy,Price,Low,High,Promotion,High,Low,四种介绍期的营销战略,快速撇脂策略,缓慢,撇脂策略,快速渗透策略,缓慢渗透策略,高,低,促销,价格,高,低,Rapid skimming:launching the new product at a high price and a high promotion level. This strategy makes sense when a large part of potential market is unware of the who become aware of the product are eager to have it and can pay the asking price and the firm faces potential competition and wants to build brand preference.,快速撇脂策略,高价、高促销的方式推出新产品，,以达到扩大销售量，回收投资的目的,条件：,产品有特色和吸引力，而知名度低,市场潜力大，顾客出于求新心理，急于购买；,竞争对手潜在威胁大，应尽快树立品牌形象,Slow skimming:launching the new the product at a high price and low strategy makes sense when the market is limited in size;most of the market is aware of the product,buyers are willing to pay a high price,and potential competition is not imminent.,缓慢撇脂策略,高价、低促销的方式推出新产品，,达到获取更多利润的目的。,条件：,市场规模有限；,产品独特，有一定的知名度；,顾客愿付高价；,潜在竞争威胁不大,Rapid penetration:launching the new product at a low price and spending heavily on promotion,the strategy makes sense when the market is large,the market is unware of the product,most buyers are price sensitive,there is strong potential competition,and the unit manufacturing costs fall with the companys scale of production and accumulated manufacturing experience.,快速渗透策略,低价、高促销的方式推出新产品，,以达到迅速占领市场，获得高市场占有率。,条件,：,市场潜力大，顾客对产品不了解；,潜在顾客对价格敏感；,潜在竞争对手威胁较大；,产品成本降低的可能性较大,Slow penetration:the strategy makes sense when the market is large ,is highly aware of the product,is price sensitive,and there is some potential competitio.,缓慢渗透策略,低价、低促销的方式推出新产品，,以最快的速度占领市场，提高市场占有率。,条件：,市场潜力很大，顾客对产品较熟悉；,顾客对产品价格极敏感；,潜在竞争对手威胁不大,二、产品生命周期各阶段的 特点和营销策略,1,介绍期,产品的介绍期是指新产品首次正式上市的最初销售阶段,（,1,）特点,顾客对产品不了解，销售量很低,产品技术不稳定，制造成本高,促销费用高,销售渠道不畅，销售增长缓慢,企业亏损或微利,生产者较少，市场无竞争,（,2,）,营销策略,营销目标：,提高产品知名度和试用率,The growth stage is marked by a rapid climb in adopters like the product,and additional consumers start buying competition enter,attracted by the opportunities. They introduce new product features and expand distribution.,prices remain where they are or fall slightly,depending on how fast demand maintain their promotional expenditures at the same or at a slightly increased level to meet competition and to continue to educate the market, sales rise much faster than promotion expenditures ,causig a welcome decline.,2,成长期,成长期是指产品为市场迅速接受，销售快速增长、利润逐渐上升的阶段,（,1,）,特点,顾客需求快速增长,产品基本定型，企业可小批量生产,生产成本逐渐降低,促销费用降低,利润增加、趋于高峰,新的竞争者进入市场，竞争威胁增大,Profits increase as promotion costs are spread over a larger volume and unit manufacturing costs fall faster than price declines owing to producer learning effect.,Growth stage strategy,It improves product quality and adds new product features and improved styling.,It adds new models and flanker products,It enters new market segments.,It increases its distribution coverage and enters new distribution channels.,It shifts from product awareness to preference advertising.,It lowers price to attract the next layer of price sensitive buyers.,Maturity Stage,maturity; a period of a slowdown in sales growth because the product has achieved acceptance by most potential buyers .profits stabilize or decline because of increased competition.,3,成熟期,成熟期是指产品已被广大顾客所接受，销售缓慢增长的阶段,（,1,）特点,对产品的需求增长缓慢,产品定型、质量稳定，企业大批量生产,生产成本降至最低,市场竞争达到炽热化状态,促销费用再度增加,利润开始下降,Maturity Stage,Market Modification,Product Modification,Marketing-Mix Modification,Market Modification,The company might try to expand the market for mature brand by working with the two factors that make up sales volume.,Volume=number of brand users *usage rate per user,The company can try to expand it in three ways:,1convert nonusers,2enter new market segments,3win competitors customers,Volume can also be increased by convincing current brand users to increase their usage of the brand.,1,the company can try to make customers to use the product more frequently,2interest users in using more of the product on each occasion.,3discover new product uses and convince people to use the product in more varied ways,Product Modification,Managers also try to stimulate sales by modifying the products characteristics through quality inprovement ,feature improvement or style improvement.,（,2,）,营销策略,营销目标,：,维持市场占有率，争取利润最大化,产品方面：,增加产品差异性。品质改良，特性改良，形态改良，服务改良,价格方面：,执行竞争价格策略，慎重降价时机和降价幅度,促销方面：,强调企业声誉和产品形象，增强顾客的忠诚度,市场方面：,寻求新的销售渠道，进入的的细分市场,（,2,）,营销策略,营销目标：,提高市场占有率，巩固市场地位,产品方面：,稳定产品质量，增加花色品种，争创名牌,市场方面：,开拓新的细分市场，强化销售渠道,促销方面：,产品促销由功能介绍转向树立形象,价格方面：,适时降价，以提高产品之竞争力，吸引对价格敏感的顾客,Decline:the period when sales show a downward drift and profits erode.,Decline Stage,Decrease investment,Resolve uncertainties - stable investment,Selective niches,Harvesting,Divesting,4,衰退期,产品销售和利润的下降趋势逐渐增强的阶段,（,1,）,特点,产品从经济上、技术上已老化,顾客的需求发生转移（需求急剧下降）,产品大量积压，销售滞缓,已有新产品进入市场,企业获利较少，甚至亏损,部分企业退出竞争,（,2,）,营销策略,营销目标：,有效地处理衰退期的产品，清理积压库存,维持,集中,收缩,淘汰,立即淘汰,逐步淘汰,自然淘汰,New Product Development Process,Idea,Generation,Concept,Development,and Testing,Marketing,Strategy,Development,Idea,Screening,Business,Analysis,Product,Development,Market,Testing,Commercialization,Probability of Success,Probability,of technical,completion,Overall,probability,of success,=,Probability of,commercialization,given technical,completion,X,Probability of,economic,success given,commercialization,X,Concept Development & Testing,1.,Develop Product Ideas into,Alternative Product Concepts,2.,Concept Testing - Test the Product,Concepts with Groups of Target Customers,3.,Choose the Best One,High price/oz.,Low in calories,Low price/oz.,High in calories,Product & Brand Positioning,(,a) Product-positioning,map,(breakfast market),Expensive,Slow,Inexpensive,Quick,Bacon,and,eggs,Pancakes,Instant,breakfast,Cold,cereal,Hot,cereal,b) Brand-positioning,map,(instant breakfast market),Brand C,Brand B,Brand A,Consumer-Goods Market Testing,Sales-,Wave,Research,Test offering trail to,a sample of,consumers in,successive,periods.,Simulated,Test Market,Test in a simulated,shopping environment,to a sample of,consumers.,Standard,Test Market,Full marketing campaign,in a small number of,representative cities.,Controlled,Test Market,A few stores that have,agreed to carry new,products for a fee.,Commercialization,When,Where,Whom,Product,Price,Place,Promotion,1,、企业在考虑营销组合策略时，首先需要确定生产经营什么产品来满足,_,的需要。,A,消费者,B,顾客,C,社会,D,目标市场,2,、形式产品是指,_,借以实现的形式或目标市场对某一需求的特定满足形式。,A,期望产品,B,延伸产品,C,核心产品,D,潜在产品,3,、延伸产品是指顾客购买某类产品时，附带获得的各种,_,的总和。,A,功能,B,利益,C,属性,D,用途,4,、每种产品实质上是为满足市场需要而提供的,_,。,A,服务,B,质量,C,效用,D,功能,5,、由于供应品的标准化，顾客对它无强烈的品牌追求，因此，影响顾客购买的主要因素是价格和,_,。,A,质量,B,品种,C,服务,D,功能,6,、产品组合的宽度是指产品组合中所拥有,_,的数目。,A,产品项目,B,产品线,C,产品种类,D,产品品牌,7,、产品组合的长度是指,_,的总数。,A,产品项目,B,产品品种,C,产品规格,D,产品品牌,9,、产品生命周期由,_,的生命周期决定的。,A,企业与市场,B,需要与技术,C,质量与价格,D,促销与服务,10,、导入期选择快速掠取策略是针对目标顾客的,_,。,A,求名心理,B,求实心理,C,求新心理,D,求美心理,11,、成长期营销人员的促销策略主要目标是在消费者心目中建立,_,争取新的顾客。,A,产品外观,B,产品质量,C,产品信誉,D,品牌偏好,12,、新产品开发的,_,阶段，营销部门的主要责任是寻找、激励及提高新产品构思。,A,概念形成,B,筛选,C,构思,D,市场试销,13,、产品概念是指能够用文字、图像、模型等予以清晰表述的已经成型的,_,，使之在顾客心目中形成一种潜在的产品形象。,A,物理产品,B,化学产品,C,产品构思,D,产成品,14,、处于市场不景气或原料、能源供应紧张时期，,_,产品线反而能使总利润上升。,A,增加,B,扩充,C,延伸,D,缩减,15,、期望产品，是指购买者在购买产品时，期望得到与,_,密切相关的一整套属性和条件。,A,服务,B,质量,C,产品,D,用途,16,、,_,，指消费者不了解或即便了解也不想购买的产品。,A,便利品,B,非渴求商品,C,选购品,D,特殊品,17,、所谓产品线双向延伸，就是原定位于中档产品市场的企业掌握了市场优势后，向产品线的,_,两个方向延伸。,A,前后,B,左右,C,东西,D,上下,112. Demonstrate the three levels of product and any accompanying features that might be present at each level.,118. Characterize and explain the four possible brand strategies discussed in the chapter.,119. A companys product mix has four important dimensions: width, length, depth, and consistency. Define or characterize each.,108. Identify and briefly characterize the five stages of the product life cycle.,110,Characterize the strategies that are available for marketers in the maturity phase of the PLC. Give an illustration along with your characterization.,111. Taking the stages of introduction, growth, maturity, and decline found in the product life cycle, briefly discuss the strategies that might be used in product, price, distribution, and advertising to guide the product through the life cycle.,