Download Product - Blogs @ Butler

Marketing Mix-Product
5/27/15
Product Classifications
• Consumers
• Convenience- Milk,
Bread
• Shopping-IKEA
Furniture
• Specialty-Steinway
Piano
• Unsought-Insurance,
AAA
(Solomon)
• Businesses
•
•
•
•
•
Equipment
Maintenance
Raw Materials
Processed Materials
Component Parts
Product-New Car
• Core Product
• Basic Benefits
Transportation
• Actual Product
•
•
•
•
•
Features
Quality
Package
Brand
Appearance
Engine Size
Workmanship
Body Size, Interior Design
Model Name
Color
• Augmented Product
• Warranties
• Installation
• Service
4 year, 60,000 miles
Dealer prep
Free oil change for a year
Product
(Solomon)
• Managing Products
• Product Life Cycle
© 2012 Pearson Education, Inc.
publishing as Prentice-Hall.
9-5
Marketing Mix Strategies Through the
Product Life Cycle (Solomon)
Product
(Solomon)
• Adoption Process
Product
• “New”
•
•
•
•
•
•
•
•
Looking for opportunities
Generate Ideas
Screen ideas
Concept Testing
Market Analysis and Plan Development
Product Production
Test Market
Commercialize
Creative Thinking
Creativity is bringing into existence
something that has value.
Edward de Bono
Creative Thinking
The rules!
1.
2.
3.
4.
Defer all judgment.
Freewheeling is encouraged.
Go for quantity.
Try to ‘piggyback’ or build upon
other ideas.
Creative Thinking
Substitute something.
Combine it with something else.
Adapt something to it.
Modify or Magnify it
Put it to some other use.
Eliminate something.
Reverse or Rearrange it.
- Michael Michalko
Substitute
• What can be substituted? Who
else? What else? When else?
Where else?
• Can you substitute someone
else’s perspective for yours? (i.e.
What would Walt Disney do?
Oprah? A lawyer?)
Combine
• What if you combined your subject’s
purpose with that of something else?
• Can you create an assortment? An
ensemble? A collection?
• Can you combine your own ideas?
Adapt
• What have others done? Can you
emulate (or copy) them?
• Can you make any analogies or
connections to other fields? Consider:
science, religion, art, war, music, etc.
Modify
• How can you make your subject more attractive?
Appealing?
• Can you change the package?
• What about its name, color, motion, sound,
odor, form, shape or functions?
Magnify
• Can you broaden your subject? What can
be exaggerated?
• What can be added? Can you magnify it,
make it larger, or extend it?
• What might add more value?
Put to Other Uses
• What is the most unconventional, unusual
new use you can imagine?
• What’s currently being wasted that could
be put to use?
• What uses would a 12-year old kid
imagine?
Eliminate
• Can you simplify it?
Streamline it?
Miniaturize it?
• How else can you
limit (or narrow in
on) this problem?
Reverse
• What are the opposites?
• What if you reversed relationships? Uses?
Functions? Goals? Ideas? Roles?
Rearrange
• What other layout might be better? Other
pattern?
• Can you change the order? How about the
timing? The schedule?
Problem Solving
Creativity yields ideas…but now what do we
do with all these ideas? Use your
Creativity Skills to solve problems!
In your teams, please review and make
recommendations for the Old Paper
Company.