Estrategia de productos y servicios

Presentación del tema: "Estrategia de productos y servicios"— Transcripción de la presentación:

1 Estrategia de productos y servicios
Marketing Octava edición Philip Kotler y Gary Armstrong Capítulo 8 Estrategia de productos y servicios

2 ¿Qué es un producto? Cualquier cosa que se puede ofrecer a un mercado para su atención, adquisición, uso o consumo. Satisface un deseo o una necesidad. Incluye: Productos físicos Servicios Personas Lugares Organizaciones Ideas Combinaciones de lo anterior

3 Servicio después de la venta Beneficio o servicio central
Producto aumentado Product Levels This CTR corresponds to Figure 8-1 on p. 239 and relates to the material on pp Niveles de producto Instalación Presentación Funciones Marca Product A product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. Products can be physical objects, services, persons, places, organizations, and ideas. Product Levels Core Product. This concept refers to the use-benefit, problem-solving service that the consumer is really buying when purchasing a product. Actual Product. The actual product is the tangible product or intangible service that serves as the medium for receiving core product benefits. Five characteristics: Quality Level refers to product performance. Features include combinations of product attributes. Design consists of aesthetic or ergonomic aspects of the product. Brand Name may help consumers position and identify the product. Packaging serves to both protect the product and to promote it to consumers. Augmented Product. The augmented consists of the measures taken to help the consumer put the actual product to sustained use. Measures can include installation, delivery & credit, warranties, and after sale service. Entrega y crédito Servicio después de la venta Beneficio o servicio central Nivel de calidad Diseño Garantía Producto real Producto central

4 Clasificaciones de productos Productos de consumo
Consumer Product Classifications This CTR corresponds to Table 8-1 on p. 240 and relates to the material on pp Clasificaciones de productos Productos de consumo Productos de conveniencia Compra frecuente, inmediata Precio bajo Muchos lugares de compra Incluye: Productos básicos Compras de impulso Productos de emergencia Productos de compras Compra menos frecuente Obtener información Menos lugares de compra Comparar: Idoneidad y calidad Precio y estilo Consumer Goods Consumer products are those bought by final consumers for personal consumption. Marketers typically classify these products based on how consumer go about buying them. Classifications include: Convenience Products. These products are purchased frequently with a minimum of comparison and buying effort. Convenience products may be further divided: Staples. Staples are products that consumers buy on a regular basis. Impulse Products. Impulse products are purchased “on the spur of the moment” and without much, if any, prior consideration. Emergency Products. Emergency products are purchased to fill an urgent and immediate need. These products are prompted by some unexpected external event like a flood or heavy snow fall. Shopping Products. These products are compared on such bases as suitability, quality, price, and style. Shopping products may be further distinguished homogeneous and heterogeneous shopping products. Price negotiation is more common for homogeneous shopping products. Specialty Products. These products have unique characteristics or identification with buyers and are generally specifically sought by the consumer. Unsought Products. These products may be unknown to the buyer or not normally considered for purchase. Unsought goods require special marketing effort. Productos de especialidad Esfuerzo de compra especial Características distintivas Identificación de marca Pocos lugares de compra Productos no buscados Innovaciones Productos en los que el consumidor no quiere pensar Requieren mucha publicidad y ventas personales

5 Clasificaciones de productos Productos industriales
Industrial Product Classifications This CTR relates to the discussion on pp. 241. Materiales y componentes Industrial Product Classifications Industrial Products are those purchased for further processing or for use in conducting a business. Three groups of industrial products include: Materials & Parts. These products enter the manufacturer's product in production. They include: Raw Materials. These include farm products (wheat, vegetables, fruit, livestock) and natural products (fish, lumber, oil, mineral ores). Manufactured Materials and Parts. Manufactured materials, such as steel, are used with further refinement or processing to become part of a product. For example, sheet metal is used to make car bodies. Component parts are complete products in themselves, such as machine-tooled cogs, that are used as is within the finished product. Capital Items. Capital items indirectly contribute to production by aiding the buyer’s operations but do not end up in the resulting products themselves. Categories include: Installations. These consist of buildings and fixed equipment. Accessories. These include portable equipment and office equipment. Supplies & Services. do not enter into production at all. Supplies include operating supplies and repair and maintenance items. Business services are often offered under contract to do the actual repair and maintenance. Many equipment manufacturers include repair and maintenance agreements in combination with installations. Bienes de capital Suministros y servicios

6 Clasificaciones de productos Otras entidades comerciables
Se hace marketing para crear, mantener o cambiar las actitudes o conductas hacia: Organizaciones – Con fines de lucro (negocios) y sin fines de lucro (escuelas e iglesias). Personas – Personajes de la política y el deporte, artistas, doctores y abogados. Lugares – Sitios comerciales y turismo. Social - Reducir tabaquismo, limpiar el aire, conservar los recursos.

7 Decisiones del producto individuales
Atributos del producto Marca Decisiones del producto individuales Individual Product Decisions This CTR corresponds to Figure 8-2 on p. 244 and relates to the material on pp Instructor’s Note: The CTR provides an overview on each of the decision areas. Each area is covered in more detail on subsequent CTRs. Presentación Rotulado Product Attribute Decisions Product Quality. Product quality stands for the ability of a product to perform its functions. Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency -- the ability to maintain the targeted level of quality in delivering benefits to consumers. The importance of quality has lead to widespread adoption of Demings Total Quality Management, first by the Japanese and now increasingly by U.S. firms. Product Features. The number and combination of product features offered consumers are assessed in terms of customer value versus company cost. Consumers seek value and need-satisfaction. Features irrelevant to consumers are undesirable. Also, additional features cost money to produce and higher quality features are more costly still. Product feature decisions must be carefully tied to consumer needs and consumer perceptions of received, affordable value. Product Design. Product design combines attention to style (appearance) with enhanced performance. Style alone may attract attention but not improve performance. Discussion Note: You may wish to discuss how style may adversely affect perceptions of product performance. Good styling may inadvertently lead to higher performance expectations on the part of the interested consumer. For this reason, product attribute decisions incorporating a marketing perspective should focus on product design over style alone. Servicios de apoyo al producto

8 Decisiones en cuanto a atributos del producto
Product Attribute Decisions This CTR relates to the material on pp Funciones Calidad Product Attribute Decisions Product Quality. Product quality stands for the ability of a product to perform its functions. Quality includes the attributes of overall durability, reliability, precision, ease of operations, and quality consistency -- the ability to maintain the targeted level of quality in delivering benefits to consumers. The importance of quality has lead to widespread adoption of Demings Total Quality Management. Product Features. The number and combination of product features offered consumers are assessed in terms of customer value versus company cost. Consumers seek value and need-satisfaction. Features irrelevant to consumers are undesirable. Also, additional features cost money to produce and higher quality features are more costly still. Product feature decisions must be carefully tied to consumer needs and consumer perceptions of received, affordable value. Product Design. Product design combines attention to style (appearance) with enhanced performance. Style alone may attract attention but not improve performance. Discussion Note: You may wish to discuss how style may adversely affect perceptions of product performance. Good styling may inadvertently lead to higher performance expectations on the part of the interested consumer. For this reason, product attribute decisions incorporating a marketing perspective should focus on product design over style alone. Diseño

9 Capital social de marca
Marcas Brands This CTR relates to the material on pp Consistencia Calidad y valor Atributos Identificación Ventajas de las marcas Capital social de marca Brands A brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Powerful brands names have consumer franchise -- they command consumer loyalty. Levels of Brand Meaning Attributes. A brand elicits certain product attributes in the minds of consumers. The company may use one or more of these attributes in its advertising to reinforce these perceptions in the consumer. Benefits. Consumers buy benefits, not attributes. A key aspect of a successful marketing program is linking attribute perceptions to tangible product benefits. The benefits may produce objective need-satisfiers, such as increased safety, or psychological benefits, such as enhanced self-esteem. But in both cases, the actual benefit must be available in the product. Values. Brands communicate information about the buyer’s values. The benefits of the brand indicate that these things are important to the consumer who chooses them. Some consumers, especially those of luxury goods, often select a particular brand in part because of what it communicates to others about the owners values. Personality. Brands project a personality. People personify brands and products. Psychologists have pointed out that we tend to be attracted to those like us, those we aspire to be like, and those we want others to view us as being like. Brands can help people, almost literally, become the type of person the want to be. Brand Equity Brands are used to create awareness, build preference, and ultimately, to command loyalty among consumers. Companies with strong brands often attempt to build brand portfolios by acquiring brands with strong brand equity from other companies. Asociación Lealtad Credibilidad Conciencia

10 Principales decisiones de marca
Selección de un nombre Selección Protección Major Branding Decisions This CTR corresponds to Figure 8-3 on p. 247 and relates to the material on pp Principales decisiones de marca Patrocinador de la marca Marca de fabricante Marca privada Marca bajo licencia Marca conjunta Major Branding Decisions Brand Decision. At this stage, the company must decide whether or not to place a brand name on its product. Brands usually command higher profit margins than non-brands. Brand Name Selection. Desirable qualities for a brand name include: 1. It should suggest something about the product’s benefits. 2. It should be easy to pronounce and remember. 3. It should be distinctive. 4. It should translate easily into foreign languages. 5. It should be eligible for registration and legal protection. Brand Sponsor. Who sponsors the brand must also be decided. Manufacturer's or National brands are owned by the producer. Private brands are created and owned by a reseller. Mixed-brand strategies combine both approaches. Brand Strategy. This decision area consists of at least four choices, covered in greater detail on the following CTR. Estrategia de marca Extensiones de línea Extensiones de marca Multimarcas Marcas nuevas

11 Categoría de productos
Estrategia de marca Brand Strategy This CTR corresponds to Figure 8-4 on p. 251 and relates to the discussion on pp Extensión de línea Extensión de marca Categoría de productos Existente Nueva Brand Strategy Companies may implement at least four brand-name strategies, including: Line Extension. This strategy occurs when a company introduces additional items in a given product category under the same brand name. The vast majority of new product introductions are line extensions. Brand Extension. This strategy seeks to extend existing brand qualities to launch new products or modified products in a new category. Multibrand. This strategy develops two or more products in the same product category. P & G pioneered multibranding. New Brands. Here a company creates a new brand name when it enters a new product category for which none of the company’s current brand names are appropriate. Multimarcas Marcas nuevas Existente Nombre de marca Nuevo

12 Estrategia de marca Extensión de línea Extensión de marca Multimarcas
Marcas existentes extendidas a nuevas formas, tamaños y sabores de una categoría de productos existente. Extensión de marca Marcas existentes extendidas a nuevas categorías de productos. Multimarcas Marcas nuevas introducidas en la misma categoría de productos. Marcas nuevas Marcas nuevas en categorías de productos nuevas.

13 Ventajas competitivas Seguridad de productos
Presentación Packaging Decisions This CTR relates to the material on pp Tareas de ventas Ventajas competitivas Seguridad de productos Packaging Concept The packaging concept states what the package should be or do for the product in support of marketing objectives. Packaging includes the activities of designing and producing the container or wrapper for a product. The package includes the immediate container (that holds the product for use), a secondary package that is discarded prior to use, and a shipping package necessary for storage and shipping. Discussion Note: Both environmentalists and consumer groups have complained about unnecessary packaging. Environmentalists point out the ecological costs of more packages to throw away. Many firms now recycle packages to reduce wastes and save money. Consumer groups, such as Consumer’s Union (publisher of Consumer Reports), express concern that unnecessary packaging costs consumers more. Labeling Decisions Labels perform several functions. Labels identify, describe, and promote the product. Also, labels must meet the demands of legal regulations. Identifies. Especially in support of brand strategies, labels distinguish the product from others. Describes. Labels can provide information about contents, production, freshness, and instructions on safe and effective use. Promotes. Use of color and graphics can stimulate and arouse consumer attention for the product. Legal Regulation Mis-use of labels has lead to regulation on product claims, the addition of unit prices, open dating, and nutritional labeling for processed foods. Including all required information is necessary to ward off governmental investigations. Presentación Rotulado Identifica Promueve Describe

14 Producto – Servicios de apoyo
Las empresas deben diseñar sus servicios de apoyo de modo que satisfagan de manera redituable las necesidades de los clientes meta. ¿Cómo? Paso 1. Encuestar a los clientes para determinar si los satisfacen los servicios actuales y si desean servicios nuevos. Paso 2. Evaluar los costos de prestar los servicios deseados. Paso 3. Desarrollar un paquete de servicios que complazca a los clientes y produzca utilidades.

15 Decisiones de línea de productos
Product Line Decisions This CTR relates to the material on pp Longitud de línea de productos Número de productos en la línea Product Line Decisions Product Line Length. This refers to the number of products in the line. The line is too short if adding items increases profits; too long if dropping items increases profits. Company objectives of full-line offerings may decrease strict profit criterion on length. Product Line Stretching. This occurs when a company lengths is product line beyond its current range. Downward stretch offers items to lower end of the market. Upward stretch introduces items to high end of market. Two-way stretch extends the line both upward and downward. Product Line Filling. This adds items within the existing product range of the line. Estirar Rebasar el intervalo actual Rellenar Crecer dentro del intervalo actual Hacia abajo Hacia arriba

16 Decisiones de mezcla de productos
Product Mix Decisions This CTR relates to the material on pp Ancho – número de líneas de productos distintas Longitud - total de artículos dentro de las líneas Mezcla de productos – todas las líneas de productos que se ofrecen Product Mix Decisions Mix Width. This refers to how many product lines the company carries. Mix Length. This refers to the total number of products the company carries. Mix Depth. This refers to how many versions are offered of each product in the line. Mix Consistency. This refers to how closely related the various product lines are in end use, production requirements, distribution channels, or other ways. Consistencia Profundidad - versiones de cada producto

17 Características de los servicios
Intangibilidad Inseparabilidad No pueden verse, degustarse, to- carse ni olerse antes de la compra. No pueden separarse de los proveedores de servicios. La calidad depende de quién los presta, cuándo, dónde y cómo. No pueden almacenarse para venderse o usarse después. Variabilidad Caducidad

18 La cadena servicio-utilidades
Calidad de servicio interna La cadena servicio-utilidades Utilidades y crecimiento saludables Empleados de servi- cio productivos y satisfechos Clientes satisfechos y leales Mayor valor del servicio

19 Estrategias de marketing para las empresas de servicio
Manejo de la diferenciación del servicio Crear oferta, entrega e imagen con ventajas competitivas. Manejo de la calidad del servicio Facultar a los empleados “Obsesionarse con los clientes” Establecer estándares de calidad de servicio altos Vigilar de cerca el desempeño del servicio Manejo de la productividad del servicio Capacitar empleados actuales o nuevos Aumentar la cantidad reduciendo la calidad Aprovechar la tecnología