Designing the social product
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Designing the social productDesigning the social product
By Uttam Raj RegmiBy Uttam Raj Regmi
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Philip Kotler defines a product as Philip Kotler defines a product as
“ “ Anything that can be offered to a Anything that can be offered to a market for attention, acquisition, use market for attention, acquisition, use or consumption and that might or consumption and that might satisfy a want or need.”satisfy a want or need.”
“ “ Product is everything that one Product is everything that one receives in an exchange”receives in an exchange”
What is Product ?What is Product ?
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Social Marketing ProductsSocial Marketing Products
Social Product
Idea
Practice
Tangible
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Idea: Fight SmokingIdea: Fight Smoking
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PracticePractice
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Tangible objectTangible object
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Product Life CycleProduct Life Cycle
Introduction Growth Maturity Decline
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New product development processNew product development process
BrainstormingBrainstorming Idea generationIdea generation Idea ScreeningIdea Screening Concept development and testingConcept development and testing Product development and testingProduct development and testing Test MarketingTest Marketing Commercialization/Social marketingCommercialization/Social marketing
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Designing Social ProductDesigning Social Product
Social Product
Product Positioning
Dressing up The product
BrandingPackaging
Image Designing ofThe product
TargetGroup
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What is Branding ?What is Branding ?
Branding involves using an identification Branding involves using an identification feature on the product so that buyers can feature on the product so that buyers can easily recognize the product and its easily recognize the product and its manufacture.manufacture.What is a brand?What is a brand?A brand is a name, sign, symbol, design or A brand is a name, sign, symbol, design or a combination of these to identify the a combination of these to identify the products or services. Eg. Dhaal , Rangela, products or services. Eg. Dhaal , Rangela, Postinor, Mercedes, Wai Wai, Tata, DHL Postinor, Mercedes, Wai Wai, Tata, DHL etc.etc.
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Importance of branding to Importance of branding to marketersmarketers
PromotionPromotion Value buildingValue building Product image and personality Product image and personality
developmentdevelopment Product postioningProduct postioning Brand layaltyBrand layalty Expansion of the product lineExpansion of the product line
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Importance of branding to buyersImportance of branding to buyers
Product identification and choiceProduct identification and choice Quality assuranceQuality assurance Regularity of supplyRegularity of supply Prestige and statusPrestige and status Promotion of social eventsPromotion of social events Protection of consumer’s rightsProtection of consumer’s rights Responsiveness to environmental Responsiveness to environmental
problemsproblems
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Features of good brandFeatures of good brand
Easy to say, spell and recallEasy to say, spell and recall DistinctivenessDistinctiveness Reflecting product’s attributeReflecting product’s attribute Legally protectableLegally protectable Possibility of product line extensionPossibility of product line extension Possibility of use in the foreign Possibility of use in the foreign
marketsmarkets
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Top Ten Brands of the WorldTop Ten Brands of the World Coca-Cola Coca-Cola Microsoft Microsoft IBM IBM General Electric (GE) General Electric (GE) Nokia Nokia Toyota Toyota Intel Intel McDonald's McDonald's Disney Disney Mercedes Benz Mercedes Benz
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What is packaging ?What is packaging ?
Packaging is wraping a commodity or Packaging is wraping a commodity or bundling it in a way suitable for bundling it in a way suitable for transporting, storing and handling.transporting, storing and handling.
There are three levels of packagingThere are three levels of packaging
- Primary : eg. tooth past, milk can- Primary : eg. tooth past, milk can
- Secondary:eg. Wrap. -Soap, bread, - Secondary:eg. Wrap. -Soap, bread,
- Shipping: eg. Cardboard, wooden - Shipping: eg. Cardboard, wooden
boxesboxes
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Function of packagingFunction of packaging
ProtectionProtection IdentificationIdentification CommunicationCommunication PromotionPromotion Product differentiationProduct differentiation
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Features of a good packageFeatures of a good package
ConvenientConvenient AttractiveAttractive CommunicativeCommunicative EconomicEconomic Environment friendlyEnvironment friendly
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What is labeling ?What is labeling ?
A label is that part of the product in A label is that part of the product in which the brand name, brand mark, which the brand name, brand mark, information about the product, its information about the product, its use, ingredients, date of use, ingredients, date of manufacture, manufacture’s name manufacture, manufacture’s name and address appear. and address appear.
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Types of labelsTypes of labels Brand labels: The most simple form of Brand labels: The most simple form of
labels in which only the brand name labels in which only the brand name appears. Eg. Suiting, saris, shirts.appears. Eg. Suiting, saris, shirts.
Grade labels: Provide quality or grand of Grade labels: Provide quality or grand of the product along with the brand name. the product along with the brand name. They are mostly perishable and semi They are mostly perishable and semi perishable products. Eg. Fruits, food perishable products. Eg. Fruits, food grains, meat, eggs, etcgrains, meat, eggs, etc
Descriptive labels: They contain full Descriptive labels: They contain full description of the products and their description of the products and their ingredients including their uses, ingredients including their uses, precautions etc.precautions etc.
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Functions of labelsFunctions of labels
IdentificationIdentification DescriptionDescription PromotionPromotion
Example, of designing and BrandingExample, of designing and BrandingEcon.pps
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