《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 6 The Product/Service

Marketing Management Review of Last Session/Housekeeping New Developments Product Management PLC Boston Box Brand Management Pillars Positioning' via the pillars Case Exercise Questions/Reading for next week

Marketing Management Review of Last Session/Housekeeping New Developments Product Management –PLC –Boston Box Brand Management –Pillars –‘Positioning’ via the pillars Case Exercise Questions/Reading for next week

Fiat targets Chinese market Fiat hopes to sell 20,000 models in China this year Italian car manufacturer Fiat is launching a specially designed version of its Palio model for the chinese market Fiat is hoping to sell 20, 000 of the vehicles in China this year, and 50,000 in 2003. Despite its huge population, China only has five million cars on the road -750, 000 of which were registered last year. Manufacturers are increasingly keen to tap into a potential market of more than 1.3 billion people, many of whom are growing increasingly wealthy. On-going expansion Fiat's UK chief executive, Richard Gadeselli, told the BBc s World Business Report that the cars would be produced in Nanjing in a joint venture with Yeujin Motor Group. The plant will be located near an Iveco truck plant which Fiat opened in the mid-80s. Mr Gadeselli emphasised that the models produced in China would not be exactly the same as those manufactured in Italy. The common factor in these developing markets is that the road infrastructure isn'tas well produced as it is in a mature market such as North America, Japan or Europe,"he said This means that the suspension systems need to be more rugged. The Palio project is part of a concerted push by Fiat to develop increase its sales in emerging markets The Palio was first launched in 1996in Brazil, followed by Argentina Vietnam, China-and the next one will be Russia,"said Mr Gadeselli, outh Africa, Indian We have(since )opened production hubs in Turkey, Poland, Egypt, s

Fiat targets Chinese market Fiat hopes to sell 20,000 models in China this year Italian car manufacturer Fiat is launching a specially designed version of its Palio model for the Chinese market. Fiat is hoping to sell 20,000 of the vehicles in China this year, and 50,000 in 2003. Despite its huge population, China only has five million cars on the road - 750,000 of which were registered last year. Manufacturers are increasingly keen to tap into a potential market of more than 1.3 billion people, many of whom are growing increasingly wealthy. On-going expansion Fiat's UK chief executive, Richard Gadeselli, told the BBC's World Business Report that the cars would be produced in Nanjing in a joint venture with Yeujin Motor Group. The plant will be located near an Iveco truck plant which Fiat opened in the mid-80s. Mr Gadeselli emphasised that the models produced in China would not be exactly the same as those manufactured in Italy. "The common factor in these developing markets is that the road infrastructure isn't as well produced as it is in a mature market such as North America, Japan or Europe," he said. This means that the suspension systems need to be more rugged. The Palio project is part of a concerted push by Fiat to develop increase its sales in emerging markets. The Palio was first launched in 1996 in Brazil, followed by Argentina. "We have (since) opened production hubs in Turkey, Poland, Egypt, South Africa, India, Vietnam, China - and the next one will be Russia," said Mr Gadeselli

The product/service Definition That bundle of benefits which is received in the exchange process Note People buy benefits not products: Health Club Membership a visit to Cadbury world Lynx Deodorant Caterpillar Earth Movers

The Product/Service Definition:- – That bundle of benefits which is received in the exchange process • Health Club Membership • A visit to Cadbury world • Lynx Deodorant • Caterpillar Earth Movers Note:- People buy benefits not products:-

The product and the brand Augmented Product "Promises/Guarantees angible(or actual) Packaging Product Delivery Features Brand Core Product name Core After benefit or Sales service Service Quality Credit Styling Brand Potential Adapted from Peter Doyle Marketing Management and Installation Strategy, Prentice Hall, 1994

The Product and the Brand Installation Packaging Features Quality Styling Brand name Core benefit or service ‘Promises’/Guarantees After Sales Service Delivery Augmented Product Tangible (or actual) Product Brand Potential Adapted from Peter Doyle, Marketing Management and Strategy, Prenctice Hall, 1994 Core Product Credit

Ansoff's product/Market Growth Matrix Products Existing New Existing Market Penetration Product or Development Expansion Markets Market Diversification Development ew H I Ansoff (1957), Strategies for Diversification, Harvard Business Review

Ansoff’s Product/Market Growth Matrix Market Penetration or Expansion Product Development Market Development Diversification Products Existing New Existing New Markets H.I.Ansoff (1957), Strategies for Diversification, Harvard Business Review

The Product Life Cvcle Introduction Growth Maturity D ecline stage stage stage stage 0 Time

Time 0 Introduction stage Growth stage Maturity stage Decline stage The Product Life Cycle

PLC USeful or useless? Useless Many external/uncontrollable factors influence life cycle Not empirically supported The s shaped curve doesn't appear much in practice -and then only class life cycle Which life cycle? · Brand, form or class?

PLC Useful or Useless? Useless – Many external/uncontrollable factors influence life cycle – Not empirically supported – The ‘s’ shaped curve doesn’t appear much in practice – and then only class life cycle – Which life cycle? • Brand, form or class?

PLC USeful or useless? Useful Describes what may happen; doesn't prescribe what will happen Describes what may happen; doesn't prescribe what will happen Allows strategic planning for products Intuitively all products go through life cycle stages Allows for managing the mix over time/life cycle stages For fuller list refer to Jobber. ch. 8

PLC Useful or Useless? Useful – Describes what may happen; doesn’t prescribe what will happen – Describes what may happen; doesn’t prescribe what will happen – Allows strategic planning for products – Intuitively all products go through life cycle stages – Allows for managing the mix over time/life cycle stages For Fuller list – refer to Jobber, Ch. 8

The Product Life Cvcle Introduction Growth Maturity D ecline stage stage stage stage Product Life Cycle concept was used to launch grow the msc de egree Promotion 当 Place? Check out Jobber re details of Mix 0 planning from PLC analysis Time

Time 0 Introduction stage Growth stage Maturity stage Decline stage The Product Life Cycle Product? Price? Promotion? Place? Check out Jobber re details of Mix planning from PLC analysis Product Life Cycle concept was used to launch & grow the MSc degree!!

Cameras -Which Product Life Cycle?? Form Plc Growth Maturity D ecline Disposable, stage stage stage APS, Digital ClaSs PLC SLR, Cameras C amera 0 Brand Plc- fuji Digital Camera ?? Which one? A2600. A204.A48002? Time

Time 0 Introduction stage Growth stage Maturity stage Decline stage Cameras -Which Product Life Cycle?? Class PLC - Cameras Form PLC – Disposable, APS, Digital SLR, Cameras Brand PLC – Fuji Digital Camera ?? Which one? A2600, A204, A4800??