Shaping the Market Offerings (Group)
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Products and Services Mila Roselle Vida Sunshine Villanueva Kenneth O. Sychingping Ateneo Graduate School of Business Shaping the Market Offerings ph.linkedin.com/in/rosellevida/ ph.linkedin.com/in/ken5jk/ ph.linkedin.com/in/sunshinevillanueva/
Transcript of Shaping the Market Offerings (Group)
Products and Services
Mila Roselle Vida
Sunshine Villanueva
Kenneth O. Sychingping
Ateneo Graduate School of Business
Shaping the Market Offerings
ph.linkedin.com/in/rosellevida/ ph.linkedin.com/in/ken5jk/ ph.linkedin.com/in/sunshinevillanueva/
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
They satisfy wants and needs!
They can be:
Tangible Durable Consumer
Intangible Non-Durable Industrial
Shaping the Market Offerings Concept 1:
Products are anything offered
to a market
Customer Value can be the:
1. Core benefit
2. Basic Product
3. Expected Product
4. Augmented Product
5. Potential Product
Shaping the Market Offerings Concept 1:
A product has different levels
of values
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
1. Form (appearance)
2. Features (additional benefits)
3. Customization (customer requirements)
Shaping the Market Offerings Concept 2:
Make your products standout!
4. Performance Quality (operation function)
5. Conformance Quality (production consistency)
6. Durability (operating life)
Shaping the Market Offerings Concept 2:
Make your products standout!
7. Reliability (chance to malfunction)
8. Repairability (ease of fixing)
9. Style (look and feel)
Shaping the Market Offerings Concept 2:
Make your products standout!
1. Ordering Ease
2. Delivery
3. Installation
Shaping the Market Offerings Concept 2:
Make your services
exceptional!
4. Customer Training
5. Customer Consulting
6. Maintenance and Repair
Shaping the Market Offerings Concept 2:
Make your services
exceptional!
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
Product Hierarchy:
1. Need (basic need)
2. Family (all products that satisfy the need)
3. Class (category of products)
Shaping the Market Offerings Concept 3:
Product classification system
Product Hierarchy:
4. Line (similar function and channel)
5. Type (form of the product)
6. Item (actual item)
Shaping the Market Offerings Concept 3:
Product classification system
Product mixes are characterized by:
Shaping the Market Offerings Concept 3:
Find the best mix for your
products!
Soap Shampoo Deodorant Ice Cream
Width (product lines)
Length
(brands)
Depth (variants)
Consistency (relatedness of products)
Stretching- upward, downward or both!
Shaping the Market Offerings Concept 3:
Improve your offerings to be
competitive!
Modernization- continuously change your offerings!
Shaping the Market Offerings Concept 3:
Improve your offerings to be
competitive!
Pricing
Shaping the Market Offerings Concept 3:
Improve your offerings to be
competitive!
Product Line
Pricing
Two-Part
PricingBundling
Optional-
Feature
Branding
Shaping the Market Offerings Concept 3:
Improve your offerings to be
competitive!
Ingredient BrandingCo-Branding
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
Services- act or performance, intangible, does not
result in ownership
Characteristics:
1. Intangibility
2. Inseparability
3. Variability
4. Perishability/Storability
Shaping the Market Offerings Concept 4:
Your service is also your
product!
Services and products can be mixed in different ways:
Shaping the Market Offerings Concept 4:
Service Mix
Purely tangible
good
Tangible good with accompany
ing services
Hybrid Major service with
minor goods/ services
Pure service
Shaping the Market Offerings Outline:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
Customers are now more empowered!
They are part of the production process.
Employee satisfaction are as important as customer
satisfaction.
Shaping the Market Offerings Concept 5:
The 21st
century customer
has transformed!
Make yourself stand out through:
1. Customer relationship
2. Marketing excellence
3. Differentiation of service
4. Managing customer expectations
5. Quality of service
Shaping the Market Offerings Concept 5:
Surpass your competitors!
Summary:
Products are…
1. Anything offered to a market (definition)
2. Diverse (differentiation)
3. Grouped together (product mix)
4. Also services (services)
5. Changing (service quality)
Our Conclusion:
Market Offerings
For a product or service to be successful,
even if it’s the same as others,
it needs to STAND-OUT and
regard the customers as PARTNERS.
Products and Services
Mila Roselle Vida
Sunshine Villanueva
Kenneth O. Sychingping
Ateneo Graduate School of Business
Shaping the Market Offerings
