{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Combo--09-Sp09--Product6

Combo--09-Sp09--Product6 - DEVELOPING AND MANAGING PRODUCTS...

Info icon This preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
1 BUAD 307 PRODUCT Lars Perner, Instructor 1 DEVELOPING AND MANAGING PRODUCTS Products and product lines New products: Development, successes and failures The Product Life Cycle and Diffusion of Innovations Branding BUAD 307 Learning Objective #1 The choices firms need to make on new product introductions PRODUCT DECISIONS TEST MARKETING COMPETITIVE RESPONSE IDEAS AND EVALUATIONS DIFFEREN- TIATION RISK CHOICES BRAND EXTENSIONS BRANDING DISTRIBUTION PRODUCT LINES IMAGE/ POSITIONING BUAD 307 PRODUCT Lars Perner, Instructor 3 Learning Objective #2 Steering the product through the Product Life Cycle PRODUCT DIFFUSION AWARENESS - CATEGORY - BRAND IMAGE/ POSITIONING PRICE BRAND STRUCTURE SUBSTITUTES PARTNERSHIPS FEATURES COMPETITION DIFFEREN- TIATION BUAD 307 PRODUCT Lars Perner, Instructor 4 Some Products That Are Surprisingly Difficult to Make French fries Razor blades Nail polish Large aircraft wings BUAD 307 PRODUCT Lars Perner, Instructor 5 Product Lines vs. Product Mix Product Line: A number of similar or related products— e.g., BIC writing utensils Boeing Commercial Aircraft (aircraft and parts) Nike shoes; Nike clothing Product Mix: Assortment of different products offered E.g., “KFC—we do chicken right!” (Only one product line) 3M: Tapes, adhesives, Post-its, chemicals, computer disks, overhead projectors (things that are bonded together BUAD 307 PRODUCT Lars Perner, Instructor 6 Types of New Products New to the World (discontinuous innovations) New product lines (to firm) Additions to existing product lines Improvements/revisions to existing products (continuous innovations) Repositioned products Lower priced products
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon