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CONT3 - 2012 0720 5.product strategya
1.
品策略產品策略產
2.
產品策略產品策略 產品組合決策 產品線決策
3.
交流時間交流時間
4.
品產品產 可提供在市場上,並滿足慾望或需要 的任何東西,包括實體產品、服務、 人物、地點、組織機構與理念
5.
品組合產品組合產 (product mix)(product
mix) 所有產品線與品目的集合,係一特定的銷 售者提供給購買者的一切品目 *產品搭配 (product assortment)
6.
品組合決策產品組合決策產 一、產品組合 1. 度寬 (width)
: 公司有多少條不同的產品線 2. 長度 (length) : 產品組合中品目的總數 3. 深度 (depth) : 每一產品線內所提供產品樣 式種類 (variant) 4. 一致性 (consistency) : 各產品線發展最終用途、生 產條件、配銷通路或其他方 面的相關程度
7.
美髮 美容 食品
婦幼 紙品 清潔 海倫仙度絲 采研 潘婷 飛柔 沙宣 SKII 蜜絲佛佗 歐蕾 品客 寶適幫 好自在 柔情 天帛 得意 汰漬 紡必適 象牙 佳美
8.
產品組合產品組合 產品組合寬度 長 度 線 產 品 清潔劑 Ivory Show Dreft Tide Joy Cheer Oxydol Dash Cascade Ivory Liquid Gain Dawrr Era Bold
3 Liquid Tide Solo 牙膏 Gleem Crest 肥皂 Ivory Camay Lava Kirk’s Zest Safeguard Coast 除臭劑 Secret Sure 尿片 Pampers Luvs 咖啡 Folger’s Instant Folger’s High Point instant Folger’s Flaked
9.
品組合決策產品組合決策產 二、產品組合決策 1. 增加新產品線:拓實產 品組合 2. 加長每條產品線 3.
增加更多產品樣式種類 :加深產品組合 4. 追求更一致或較不一致 的產品組合:專業化或 多角化
10.
品線產品線產 一群密切相關的產品,其功能相似、 銷售給相同的顧客群,經由類似的通 路來行銷,或在相同的價格範圍內。
11.
品線決策產品線決策產 產品線分析 1. 產品線銷售額與利潤 2. 產品線市場剖析 產品線長度 產品線延伸 1.
向下延伸 (downward stretching) 2. 向上延伸 (upward stretching) 3. 雙向延伸 (two-way stretch) 產品線填補 自我蠶食 (cannibalization) 產品線現代化 產品線特色化 產品線刪減
12.
品線決策產品線決策產 產品線分析 1. 產品線銷售額與利潤 2. 產品線市場剖析
13.
品線決策產品線決策產 產品線長度 產品線延伸 1. 向下延伸 (downward
stretching) 2. 向上延伸 (upward stretching) 3. 雙向延伸 (two-way stretch) 產品線填補 自我蠶食 (cannibalization)
14.
品線延伸產品線延伸產 向下延伸 向上延伸 雙向延伸
15.
向下延伸向下延伸 (downward stretch)(downward
stretch) 公司起初將產品定位在市場中較高的一端,然後再將其產 品線向下延伸 1. 目的 讓消費者了解公司開始提供低價位的品牌。利用低價來吸引顧客,當 其購買時,看到更好的產品,也許會改買高價位的品牌。 EX : Sears, GM 汽車 EX :戰鬥機型,促銷機型促銷型品牌 2. 風險 自我競食 (cannibalization) 激烈競爭者反攻 配銷商無法或不願配合
16.
向上延伸向上延伸 (upward stretch)(upward
stretch) 位於市場低端公司想進入市場高端 1. 目的 被較高成長率、較高邊際利潤吸引 想將自己定位成具有完整產品線公司 Ex. Mary Kay , AVON 2. 風險 高端公司反擊 潛在顧客不相信新進入者有製造高品質能力 公司銷售人員與配銷商缺乏服務高端市場能力與訓練 Ex. TOYOTA : Lexus(1990/1992 , )Nissan : Intiniti
17.
雙向延伸雙向延伸 (two-way stretch)(two-way
stretch) 在市場中間範圍的公司,決定雙向延伸其產品線 1.T1 掌上型計算機 向下: Bowmar 向上: HP 2.Marriott 旅館 向下: Courtyard Fairfield Marriott 向上: Marriott Marquis
18.
品線填補產品線填補產 (line-filling)(line-filling) 產品線可在現有的產品線範圍內增加更多的新品目而加長產品線 Ex.
GM : oldsmobile, Buick , Ford : Mercury, Lincoln 動機 達到增加利潤目的 滿足因產品線缺少某些品目而損失商機之配銷商 利用剩餘產能 成為完整產品線的領導廠商 堵住市場空隙,以避免競爭者有機可乘 風險 顧客流失或顧客混淆 (cannibalization) Weker's Law 公司須使每項品目在顧客心目中可區別,即每項品目應有正好可察覺的 差異性 (just-noticeable difference)
19.
品線決策產品線決策產 產品線現代化 產品線特色化 產品線刪減
20.
品線現代化產品線現代化產 逐步現代化 全面現代化 Ex. Intel, Microsoft *
顧客移轉 (customer migration) * 時機 (timing)
21.
品線特色化產品線特色化產 公司會選擇產品線中一項或少數幾項的品目做為號召 1. 以產品線的低端號召,使其促銷的品目特色化 traffic
builder ( 生意招徠者 ) Ex. Sears, Rolls Royce, Benz 2. 以高端品目號召,藉以提高公司產品線地位 flagship (旗艦) Crownjewel (皇冠珠寶) 吸引顧客上門買產品線其他商品 Ex. Stetson 帽子公司
22.
品線刪減產品線刪減產 產品線中有沒希望產品,且會連累公司利潤 公司產能不足以應付所有產品生產需求時
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