Attractiveness
of the market
offering
Product Services
features mix and
and quality quality
Figure 12.2 Five Product Levels
Product Classification Schemes
Durability
Tangibility
Use
Durability and Tangibility
Nondurable
goods
Durable
Services
goods
Consumer Goods Classification
Convenience Shopping
Specialty Unsought
Product Differentiation
• Product form
• Features
• Customization
• Performance
• Conformance
• Durability
• Reliability
• Repairability
• Style
Service Differentiation
• Ordering ease
• Delivery
• Installation
• Customer training
• Customer consulting
• Maintenance and
repair
• Returns
Design Differentiation
Maintenance and Repair
Product Systems and Mixes
• Product system
• Product mix
• Product assortment
• Depth
• Length
• Width
• Consistency
Product-Mix Width and Product-Line Length for Proctor&
Gamble Products
PRODUCT- Product-Mix Width
LINE Detergents Toothpaste Disposable Diapers Paper
LENGTH Bar Soap Tissue
Ivory Snow Gleem (1952) Ivory Pampers Charmin
(1930) (1879) (1961) (1928)
Crest (1955)
Dreft (1933) Kirk’s (1885) Luvs Puffs
(1976) (1960)
Tide Lava
(1946) (1893) Banner
(1982)
Cheer (1950) Camay
(1926) Summit
(1992)
Line Stretching
Down-Market
Down-Market Stretch
Stretch
Up-Market
Up-Market Stretch
Stretch
Two-Way
Two-Way Stretch
Stretch
Two-Way Product-Line Stretch:
Marriott Hotels
Quality
Economy Standard Good Superior
Marriott
High Marquis
(Top
executives)
Price
Above Marriott
average (Middle
managers)
Average Courtyard
(Salespeople)
Fairfield Inn
Low (Vacationers)
Product Line Pricing
What is the Fifth P?
Self-service
Consumer affluence
Company/brand image
Innovation opportunity
Packaging Objectives
Identifies
Grades
Describes
Promotes
Warranties and Guarantees