PRODUCT STRATEGY

Most people answer the question "what is the product?" by mentioning his physical characteristics.Instead, marketers use a broader perspective. For them, the product (product) is a set of physical attributes, symbolic, and services designed to satisfy the desires of the consumer.The CEO of a manufacturing large gadget ever made its shareholders got speechless with this perrnyataan: "last year our customers buy more than 1 million eyes of drill sizes a quarter inch, and none of them actually want to buy the product is.They all want the holes about the size of a quarter of an inch. " Product strategy involves more than just producing goods or services; Instead, the strategy focuses on product benefits.the conception of marketing about a product include decisions about the design of the packaging, brand names, trademarks, image guarantee products, new product development, and customer service.Think, for example, about your favorite soft drink. do you like it because it feels only or is it because the other attributes, such as ads that are smart, attractive packaging, its convenience for automated machines purchased from retailers, and other locations are easy to reach as well as the image of the whole, also appeals to you?All of these attributes may affect your choice of more than you realize.

Classify goods and Services Consumers commonly used Classification for end consumers who buy the product to be used and enjoyed themselves as well as not for resale is based on the spending habits of consumers.Ease of product (convenience product) are the goods that consumers wanted to be purchased regularly, sooner, with less effort.Items that are stored in the ditoko-toko fueling station, automated machinery retailers, and Newspaper vending machines generally is the ease of product such as a newspaper, snacks, candy, coffee and bread.

Product shopping (shopping product) is a product that is generally purchased only after buyers compare competing products at the other.Someone who intends to buy a new sofa or dining table can visit several stores, maybe look around dozens of furniture, and spending a couple of days to take a final decision.Typical products (specialty products), the third category of product consumption, is a product that is purchased by a buyer willing to even though he had to exert a lot of effort.the buyer is already familiar with the item and assumed that the item does not have an adequate replacement.Nearby Mini cooper dealer may be located 120 km away from your place, but if you decide you want it, You will depart.Please note that product shopping for one can be considered as products of convenience by others.Each product classification is based on the pattern of purchasing the majority of people who buy such products.
The link between marketing mix factors shown in Figure 13.1.

 

 by knowing the appropriate classification for a product, marketing decision makers more or less know how variable the other blends will adapt to create a profitable marketing strategy and customer-oriented.

Classify Goods Commerce commercial products are goods and services such as payroll service as well as a large multifunction copiers are used in running a company's products; commercial products include machinery, equipment, raw materials, components, and the buildings are used to produce other goods for resale.Although the product consumption are classified based on their spending habits, commercial products are classified based on the use and characteristics of the base.Products that are long-lived and relatively expensive called capital goods.Products which are cheaper that consumed less than a year is called a disposable goods.There are 5 basic categories: B2B product installation, additional equipment, components and materials, raw materials and supplies.The installation is a large capital goods, such as new plant, tools and heavy machinery and equipment made to order.The installation cost is expensive and often involves negotiation between buyers and sellers that can last more than a year before the actual purchase is made.Approval of buying often involves a lot of production specialists, representatives from the purchase, and a member of the top management--who must approve the final decision.Although include capital goods, extra equipment is generally cheaper and shorter than the age of the installation and involves fewer decision makers.For example, including gadgets and a fax machine. Components and materials are the stuff of commerce so that became part of the final product, such as a disk drive which is sold to the manufaktor component or the battery is purchased by the car manufacturers.The raw material is natural and agricultural products that are used to produce other end.For example, include milk, iron, skin, seeds and soy beans. Supply of disposable items are used in the operation of sehai days companies that are not part of the final product.Also known as MRO (maintenance, repair, and operating supplies or supply of the repair, maintenance, and operation), the supplies include paper clip, paper lamps, and photocopying.

Classifying services can be classified as B2C or B2B. Child care centers and seniors and car repair shops provide services for consumers, while for security patrols in a local factory and part-time office employees from Kelly Services are examples of commercial services. In some cases, a service can accommodate both consumer and business markets. For example, when ServiceMaster clears curtains in a house, the service includes B2C, but when ServiceMaster displays a painting and robot system in a manufacturing plant, the service includes B2B. same as tangible goods, services can also be classified into convenience, shopping, or typical products, depending on the customer's purchase pattern. However, services have several differences compared to goods. First, services, different from goods, are invisible. In addition, services are easily damaged because the company cannot stock them in inventory. Services are also difficult to standardize because they must meet the needs of each customer. Finally, from the perspective of the buyer, the service provider is the service itself; both cannot be separated in the mind of the buyer.

Marketing strategyProduct consolidation system is a useful tool for the project. As illustrated in Figure 13.3, compilation of a new refrigerator as a shopping item, the marketers have better thinking about the needs of promotion, price, and distribution. However, each trade product category requires a different strategy. Because most manufacturing and components are often marketed directly by manufacturers to buyers, the focus of the promotion lies in personal sales and not on advertising. EYE, EXAMINATION AND ADDITION TO GET YOUR INCOME, AS BIG. Producers and production can involve customers in developing new products, especially if commercial products are ordered. Finally, companies that sell solutions and services better than others.Product Line andNot many companies are involved with products. If they start their success, they will increase their profits and growth opportunities by adding new products to offer their customers. Future generations of video games will allow players to deactivate independent game consoles (standalone game consoles) and directly use their PCs. New free games offer visual enhancements resulting from collaboration between video game developers, graphic adapter manufacturers, and Microsoft. Improving the operating system of the Windows Vista version of Microsoft provides new features for video game players, including the ability to zoom (zoom in) various details such as spots on the face of game characters.The product line (product line) is a collection of products characterized by physical similarities or practices for the same market. Product mix (mixed products) is a variety of product lines and each of the goods and services used for customers and business users. Coca-cola Company and PepsiCo both have line products that characterize old standards - Coke Classic and Diet Coke, Pepsi, and Pepsi Diets. But recently, the two companies decided to add their products by adding new carbonated drinks enriched with vitamins and minerals. Diet Coke Plus and Pepsi Tava are both called "carbon drinks" and are adapted for consumers who choose not to drink soft drinks because they contain calories or caffeine content. Marketers must always compare them to ensure the growth of the company, to meet the changing needs and desires of consumers and to adjust to competitors' offers. To stay in bed, marketers find products and products in new styles or old versions of printed products. The tool used to produce products is the product life cycle.