ALDWIN L. ONG

ASMPH 2012

12 May 2010

•Characteristics of Products•Classification of Products•Product Differentiation•Product and Brand Relationships•Packaging and Labeling•Product Assurance

In developing nations, product competition takes place at the Expected Product Output Level

5 Product Levels

•Kotler: Hotel with clean bed, fresh towels, working lamps, and ample peace.

In developing nations, product competition takes place at the Expected Product Output Level

•Local: ▫Hotel Sofitel▫Imperial Hotel

•RP Medical Application:▫Hi-Precision Diagnostics

In developing nations, product competition takes place at the Expected Product Output Level

Shopping habits can be used to classify consumer goods!

•Kotler: Heinz Ketchup, Ritz Crackers, furniture, Mercedes

Shopping habits can be used to classify consumer goods!

Shopping habits can be used to classify consumer goods!

•Local: ▫Tide▫Hi-Top Supermarket

•RP Medical Application:▫Happy toothpaste▫Sarabia Optical

•Kotler: Lego, Mercedes Benz, BMW Minis

Branding entails the differentiation of products and services

Branding entails the differentiation of products and services

•Local: ▫Mang Inasal

•RP Medical Application:▫The Medical City – Patient-Partners

•Kotler: Nokia cell phones, Gillette, Boeing 777

Design is often an effective means of giving a product its competitive advantage

Design is often an effective means of giving a product its competitive advantage

•Local: ▫San Miguel Beer

•RP Medical Application:▫Gustillo Prosthesis

•Kotler: Rolls-Royce PLC, Best Buy, Costco.

•Local:▫Cebu Pacific

•RP Medical Application:▫TMC Sleep Lab

Adding value to services and improving quality is a plus when products cannot be physically differentiated.

•Kotler: General Electrics, Northwestern University.

•Local: ▫Ateneo de Manila University

•RP Medical Application:▫Belo Medical Group

Product Systems & Mixes:Many companies retail more than one product!

Product lines tend to extend over time……………

•Kotler: Toyota and Lexus, Holiday Inn hotel chain

•Local: ▫Selecta Ice Cream

•RP Medical Application:▫Doctors/specialists who practice in both

private and public hospitals

Product lines tend to extend over time……………

•Kotler: Pizza Hut, KFC, and Taco Bell fast-food.

•Local:▫Jollibee, Greenwich, Red Ribbon, and

Chowking

•RP Medical Application:▫TMC-ASMPH

In Co-Branding, products of one company may be combined with products of another company!

•Kotler: Cool Water Cologne, Campbell Soup Co.

Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.

Packaging may be considered as a 5th P of marketing – along with price, product, place, and promotion.

•Local: ▫Zesto

•RP Medical Application:▫Greencross Rubbing Alcohol

•Kotler: Mitsubishi Motors, Cross pens

•Local: ▫National Bookstore

•RP Medical Application:▫Medical equipment and machines

Warranties and Guarantees further serve to assure customers.

•Depending on the product classification, it is possible to make a brand out of a product by using various modes of product differentiation.

•Other strategies to market products include co-branding, unique packaging, and product assurance.

ALDWIN L. ONG

ASMPH 2012

12 May 2010