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Product & Pricing Strategies

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This presentation helps the beginner to build insight about the 2P's (Price & Product) out of the 4 Marketing P's (which are Product, Price, Place, & Promotion)

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Product & Pricing Strategies By Ashraf Ayoub 31 st Mar’09 References: Business Today Book, 10 th Edition by M.Mescon . C.Bovee. J.Thill
Developing Product Strategies
[object Object],[object Object],[object Object],[object Object],[object Object]
Tangible & Intangible Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Continuum Products contain both tangible & Intangible components; predominantly tangible products are categorized as goods. Whereas predominantly intangible products are categorized as service Tangible Dominant Intangible Dominant GOODS IDEAL SERVICES Education Automobile Fast Food Cruise Consulting Insurance Salt Shoes VCR
Consumer Products Classification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organizational Products Categories ,[object Object],[object Object]
Organizational Products Classification ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Life Cycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Life Cycle most products & product categories move through a life cycle similar to the one represented by the curve in this diagram. However, the duration of each stage varies widely from product to product Sales Volume (units) Introduction Growth Maturity Decline Sales Time 0 Profits Internet VCR Cassette tapes DVD players
Product Life Cycle (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Introduction Stage Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Growth Stage Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Maturity Stage Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Decline Stage Characteristics ,[object Object],[object Object],[object Object],[object Object]
New Product Development Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Development Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Process Development Process for every hundred ideas generated, only one or two salable products may emerge from the lengthy & expensive process of product development 1 idea commercialization Test Marketing Prototype Development Business Analysis Screening of Ideas 1 00 ideas
Idea generation ,[object Object],[object Object]
Idea screening ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prototype Development ,[object Object],[object Object],[object Object],[object Object],[object Object]
Test Marketing ,[object Object],[object Object],[object Object]
Commercialization (Product Launch) ,[object Object],[object Object],[object Object],[object Object]
Brand Manager ,[object Object]
Product-Line & Product-Mix decisions ,[object Object],[object Object],[object Object]
Dimension Of Product Mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Line Expansion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product Positioning Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Major Positioning Errors ,[object Object],[object Object],[object Object]
Product Strategies For International Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Standardized Product ,[object Object]
Customize product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Brand & Packaging Strategies
Developing Brand & Packaging Strategies ,[object Object],[object Object],[object Object]
Developing Brand & Packaging Strategies (cont.) ,[object Object],[object Object],[object Object]
License ,[object Object]
Winning At The Name Game ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Winning At The Name Game (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand categories ,[object Object],[object Object],[object Object],[object Object]
Brand Equity & Loyalty ,[object Object],[object Object],[object Object],[object Object]
Degrees Of Brand Loyalty ,[object Object],[object Object],[object Object]
Approached To Build Brands ,[object Object],[object Object],[object Object]
Family Branding ,[object Object]
Brand Name Stretching ,[object Object],[object Object],[object Object],[object Object]
Co-branding ,[object Object],[object Object],[object Object]
Packaging & Labeling Your Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labeling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Universal Product Codes (Upcs) ,[object Object]
Developing Pricing Strategies
Developing Pricing Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Break-even Analysis ,[object Object],[object Object],[object Object],[object Object]
Break Even Analysis (cont.) ,[object Object],[object Object],[object Object],[object Object]
Break-even Point ,[object Object],[object Object],[object Object]
Factors Affecting Pricing Decisions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Influenced By: ,[object Object],[object Object],[object Object],[object Object]
Price & Marketing objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price & Government regulations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing & Consumer perceptions ,[object Object],[object Object],[object Object],[object Object]
Pricing & Consumer demand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price elasticity ,[object Object],[object Object]
Pricing Methods ,[object Object],[object Object],[object Object]
Cost-based Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Priced-based Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price Skimming ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Penetration Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Price Adjustment Strategies ,[object Object],[object Object],[object Object]
Price Discounts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object]
Bundling ,[object Object],[object Object],[object Object]
Dynamic Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Product & Pricing Strategies

  • 1. Product & Pricing Strategies By Ashraf Ayoub 31 st Mar’09 References: Business Today Book, 10 th Edition by M.Mescon . C.Bovee. J.Thill
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  • 5. The Product Continuum Products contain both tangible & Intangible components; predominantly tangible products are categorized as goods. Whereas predominantly intangible products are categorized as service Tangible Dominant Intangible Dominant GOODS IDEAL SERVICES Education Automobile Fast Food Cruise Consulting Insurance Salt Shoes VCR
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  • 10. The Product Life Cycle most products & product categories move through a life cycle similar to the one represented by the curve in this diagram. However, the duration of each stage varies widely from product to product Sales Volume (units) Introduction Growth Maturity Decline Sales Time 0 Profits Internet VCR Cassette tapes DVD players
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  • 18. Process Development Process for every hundred ideas generated, only one or two salable products may emerge from the lengthy & expensive process of product development 1 idea commercialization Test Marketing Prototype Development Business Analysis Screening of Ideas 1 00 ideas
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  • 35. Developing Brand & Packaging Strategies
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