1. Product Strategy
Chapters 9 & 10

2. Consumer Products
Classifications
Convenience Products
Shopping Products
Specialty Products
Unsought Products

3. Convenience Products
Purchased routinely with little or no
thought.

8. Shopping Products
Consumer will compare Price &/or
Quality.

14. Specialty Products
Consumers will make extra purchase
effort.

19. Unsought Products
Consumers are not looking to
purchase or will postpone the
purchase.

20. Product Strategy Decisions
Branding
Packaging & Labeling
Warranties & Service Guarantees
Product Life Cycle

21. Branding Strategy
Advantages of Brand Names
 To the buyers
 To the sellers
Brand Equity

24. Major Branding Decisions
Brand Selection
 Brand Name (vocal)
 Brand Mark (visual)
Protection
 Trademark
 Licensing

25. Trademarks

29. Major Branding Decisions
Brand Sponsor
 Manufacturer Brand (a.k.a. National Brand)
 Dealer Brand (a.k.a. Store Brand, Private
Brand, Private Label)
Product Line Extensions
 Individual Brand Strategy
 Family Brand Strategy

33. Packaging & Labeling
Protection
Promotion

34. Packaging & Labeling
Improvements
Protection
 Tamper-resistant
 Child-resistant
 FDA Food Labeling Laws
Promotion
 Freshness Dating
 Recycling
 Microwave Packaging
 Easy-to-Open

40. Warranties & Service Guarantees
Competitive Advantage
Clear and definite language

41. The Marketing of Services
Intangible activity or benefit
offered for sale.
A purchase does not result in the
ownership of anything.

42. Characteristics of Services
Intangible
 Cannot be perceived by the senses before
purchase
Perishable
 Cannot be stored for later sale or use
Impact of the Service Provider
 Quality depends on who provides the
service and when, where and how

43. How is Product Strategy
affected by changes in the
marketing environment ?

44. Product Life Cycle