PRODUCT Sushanta

PRESENTATION ON
MARKETING MANAGEMENT
BY:
Sushanta
Choudhury
TOPICS TO BE COVERED:
 PRODUCT MIX
 PRODUCT DIFFERENTIATION
 PRODUCT POSITIONING
 NEW PRODUCT DEVELOPMENT &
 CONSUMER ADOPTION PROCESS
PRODUCT
“Anything that is capable of satisfying customer needs”

PRODUCT GROUP/LINE
A product group or product line is a group of

brands that are closely related in terms of
their functions and the benefits they provide.
 Example– HCL’s range of PCs or SONY’s
range of televisions
PRODUCT MIX
 The product mix comprises the complete range

of products that a company offers to the market.
 KEY TERMS:
Depth of the mix-e.g.-Lux in 4 scents, jojoba
oil, almond oil & milk cream, fruit extracts
&sandal saffron
Width of the mix
HLL’s PRODUCT MIX
PRODUCT
MIX WIDTH
PRODUCT LINE LENGTH
P. LINE 1 P.LINE 2 P.LINE 3

Bath Soaps Fabric wash Beverages
Lux Surf Bru
Liril Rin Brooke bond
Pears Wheel Lipton green
Rexona Sunlight Taaza
Lifeboy etc Ala etc Taj mahal
FACTORS INFLUENCING CHANGES IN
THE PRODUCT MIX:
 Market demand
 Competitor’s actions and reactions
 Quantity of production
 Goodwill of the company
 Changes in the company desire
PRODUCT DIFFERENTIATION
In marketing, product differentiation (also known simply as

"differentiation") is the process of distinguishing the
differences of a product or offering from others, to make it
more attractive to a particular target market. This involves
differentiating it from competitors' products as well as one's
own product offerings.
EXAMPLE- (Talcum powder)
 BRAND:-- Ponds
 PRODUCTS:-- 1) Dream flower
2) Oil control talc

3) Special Fragrance
o SIZES:-- 50 grams,100 grams,150 grams,
200 grams etc.

HOW THE FIRM DIFFERENTIATES THE
PRODUCT?
 By introducing a change in the features of

product.e,g-door cooling tech.in refrigerator,
benefits(air-conditionar
benefits that cools fastests),
performance(
performance maximum mileage per litre of
petrol),style(appealing
style looks of a car),reliability(a
reliability
software that troubleshoot the problem himself) or
overall design (like a electric nailcutter-which is
timesaving and cost effective)
 By advertisements and propaganda
 By patent rights and trade marks
SIGNIFICANCE OF PRODUCT
DIFFERENTIATION
 Blocks the monopoly power and abnormal

profit
 Product differentiation makes the demand
less elastic for a company
PRODUCT POSITIONING
 The term was coined in 1969 by A1 RIES

and JACK TROUT.
 Positioning is the platform for the brands. It
facilitates the brands to get through to the
target consumer.
 The process of creating an image for the
product in the minds of customer.
ROLE OF PRODUCT POSITIONING
 To target a particular segment

 To ensure that product is differentiated in the
minds of customer
 To decide on the ground on which to
compete
APPROACHES TO POSITIONING
(WITH EXAMPLES)
 By attribute —associating the brand with

desirable attributes.e, g- Head &shoulder is
associated with removing dandruff, and
Volvo car with associated with safety and
durability.
 By price and Quality–
Quality a product has to be
priced at the right level to reflect the quality
offered e,g-cars like OPTRA
 With respect to use or application–
application as
KITKAT is positioned to link with tea or coffee
break-”Have a break,have a kitkat”
 With respect to a competitor–
competitor Avis car
rental-” we are number 2, so we try harder”
SUCCESSFUL POSITIONING
STRATEGY REQUIRES….
 CLARITY
 CONSISTENCY
 CREDIBILITY
 COMPETITIVENESS
NEW PRODUCT DEVELOPMENT(NPD)
 NPD is a process which is designed to

develop, test and consider the viability of
products which are new to the market in
order to ensure the growth or survival of the
organisation.
WHY DEVELOP NEW PRODUCT?
 To add to product portfolio

 To replace declining products
 To maintain or increase the market share
 To take advantage of new technology
 To bring new customers
EXAMPLES OF NEW PRODUCT
 New to the world- High defination plasma

TV,ipod,mp4 players
 New product lines- Mars ice creams
 Product improvement and replacement-
new car model(e,g- low cost model
announced by TATA)
STEPS IN NPD
 IDEA GENERATION
 IDEA SCREENING
 CONCEPT DEVELOPMENT AND TESTING
 MARKETING STRATEGY DEVELOPMENT
 PRODUCT DEVELOPMENT
 TEST MARKETING
 COMMERCIALISATION
FACTORS IN SUCCESS OF NPD
 Development of unique, superior product

 Differentiate from rivals
 Speed and timing
 Quality
 Customer focus
CONSUMER ADOPTION PROCESS
 Developed by Everett Rogers in 1962

 Concerns the spread of new innovative
products through the market.
 The new product is adopted by different
groups of people in sequence.
ADOPTION PROCESS:
1) Awareness
2) Interest
3) Evaluation
4) Trial
5) Adoption
6) Confirmation or rejection
ADOPTER CATEGORIES:
 Innovators – 2.5% of the market

 Early adopters – 13.5% of the market
 Early majority – 34% of the market
 Late majority – 34% of the market
 Laggards – 16% of the market
REFERENCES::
 BOOKS:-
 Marketing Management –Kotler and Keller
 Marketing Management – Ramaswamy &
Nabakumari
 WEB:
 www.marketingteacher.com
 www.tutor2u.net
 www.netmba.com
 www.knowthis.com

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PRESENTATION ON

“Anything that is capable of satisfying customer needs”

A product group or product line is a group of

 The product mix comprises the complete range

P. LINE 1 P.LINE 2 P.LINE 3

In marketing, product differentiation (also known simply as

2) Oil control talc

200 grams etc.

 By introducing a change in the features of

 Blocks the monopoly power and abnormal

 The term was coined in 1969 by A1 RIES

 To target a particular segment

 By attribute —associating the brand with

 NPD is a process which is designed to

 To add to product portfolio

 New to the world- High defination plasma

 Development of unique, superior product

 Developed by Everett Rogers in 1962

 Innovators – 2.5% of the market

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