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Introduction to Prod. Mgt.

Product Management System.

Product Manager.

1
Product Management System

Started By P&G in 1920 for CAMAY

Common Across All Industries

Portfolio of products

2
General Org. Chart
Head of company /.division / country

Manufacturing Marketing Finance

New Business
Head Marketing
Development

Marketing research

Category 1
Group Product Manager

Product mgr 1

Product Mgr 2

Product mgr 3

3
Category 2
Group Product Manager
PMS v/s General Marketing
management
Product General Marketing
management Management

Scope of Narrow : Single Broad : Portfolio Of


Responsibility Product or a product Products
Line

Nature Of Mainly Tactical Mainly strategic


decision
making
Time Horizon Short run ( Quarter Long Run ( Keeping
on quarter or Vision & Mission In
maximum annual ) Focus)
4
The PMS system can be
successfull
1) If the system is adapted to the
situation
2) Assign appropriate role for the
PM
3) Appropriately Qualified
4) Support from top management
5) Realistic Expectations
5
THE PRODUCT MANAGER
All this while the pm was only seen
as a facilitator or a coordinator or
perhaps doing work of an assistant
or a secretary

But the modern PM is much more…….

6
The Effective Product Manager

7
Responsibilities / KRA
Product Strategy

Product Planning

Product development & Monitoring

Marketing & Promotion

Financial Returns
8
Product Manager Interface.
Top Management : Objectives & Guidance

Design & Engineering : Prod.Development

Production : Mfging & Forecasting Targets

Sales & Mktg : Mktg plans / strategies /


Promotions
Legal Dept : Contracts / Packing Slips / Pack
Details
Finance : ROI & Budgets.
9
Critical Skill Set
Team work

Communication Skills

Analytical Abilities.

10
L.2

NEW PRODUCT PLAN

11
Reasons to develop new products
Market Share.

Diversification.

Spare capacity.

Synergy.

Product width .

Beat Competition.
12
Product Feasibility.

Product Development.

Test Marketing.

Commercial Launch.

13
Developing The Product Plan .

Market Research

a) category attractiveness
b) Customer
c) Competition

14
Marketing Style.
a) Mass Marketing
b) Segment marketing
c) Niche Marketing
d) Local Marketing
e) Individual Marketing

15
Factors of Attractiveness
Category Size

Market Growth

Product Life Cycle

Seasonality

Profitability
16
Product Life Cycle

17
PLC
Introduction Phase

Category could be small.


Growth of category & sale is small
Expenditure is high.

Growth Phase

Category size is moderate


Consistent growth in sale & size of category
Expense curve is on decline or constant.
18
Maturity

Category size is now large


Growth is slow
sales figures not constant , may vary

Decline

Category size is moderate


Growth of category is negative
Sales are lowering and attractiveness of
of category is low

19
Marketing Strategies Through PLC
Introduction Stage.

1) Rapid Skimming – High Price , High Promo,


Build Brand, mkt unaware

2) Slow Skimming -- High Price , Low Promo,


Ltd Mkt, Mkt aware.

3) Rapid Penetration – Low Price, High Promo,


Large mkt, price sensitive
economies of large scale.

4) Slow Penetration – Low Price, Low Promo, mkt


awareness, some
competition.

20
Growth Stage.

1) New Products

2) Enter New Segments

3) Improve distribution

21
Maturity stage.

1) Convert non users

2) New market Segments

3) More frequent use

4) New uses.
22
Decline Stage

1) Strong & Fit will last


2) Harvesting
3) Increase Investment
4) Divesting

23
Threat of new Entrants
Economies of scale --- Reliance

Prod. Differentiation --- Kellogs

Capital Requirements --- Infyosis

Switching Costs --- Microsoft network to


oracle network
HOME LOANS

Distribution Network.
24
Threat OF Substitutes
Petrol Cars v/s Electric Cars

Trains v/s Low Cost Airlines

Cell Phones v/s Landlines

25
Environment Analysis
Economical Factors

Technological Factors

Political Factors

Regulatory Factors

Social Factors
26
Customer Analysis
Who Buys & Who uses the Product

1) Initiator

2) Influencer

3) Decider

4) Purchaser

5) User
27
Adoption process.
Early adopters

Majority

Laggards

28
What does the customer buy & How
they use it?

1) Consumer buying not the product but the


benefit.

2) R F M concept helps to create data.

29
Where customers buy from?

a) Road side
b) Kinnara store
c) On phone
d) Departmental Store / Malls
e) Catalogue Shopping

30
When do customers buy?

How do customers choose the


product

31
Why customers prefer one prod over
the other?
a) Functionality
b) Affordability
c) Ego / Affluence.

Will they buy it again?

32
Segmentation-Targeting-Positioning
Segmentation – Identify & Profile the
market you want to cater to & The
Products you want to offer.

Targeting – Choose the Segment &


the Product.

33
Procedure for segmentation.

1) Conduct a Survey across the


Market.
2) Analyze the Data collected.

3) Profile the groups.

34
Segmentation – Customer based

1) Geographic location

2) Demographic

3) Psychographic Segmentation

4) Behavioral Segmentation
35
Market Targeting.

Evaluate the segments

One segment strategy.

Multi segment strategy.

One product for all

36
Competitive Analysis L.3

37
Slow Growth of Markets

Short PLC

Low Sales Growth

Pressure on Margins

38
Imp Qs Such As :
Who are the major competitors?

How do the competing products / services stack


up against each other?

What are the main objectives of the competitor?

What is the current strategy?

Who has the competitive edge?

What are they likely to do in the future?


39
Types of Competition
Monopoly :: one co.high price, service
not priority , little advtg.

Oligopoly :: few cos in the market


Same product / service
theme , concentration on
differentiation , price
sensitive to competition
Eg. Maruti & Huyundai
40
Types of competition
Monopolistic Competition ::
Many players each offering something unique
eg. Restaurants : italian udipi chinese
Difference on basis of segmentation.

Pure Competition ::
Many players , same product , same service ,

emphasis on low cost of production . /


distribution .
41
Objectives of competition
Based on things like ::
size

history

current management

financial situation

place in large organization & in product


42

portfolio
Market Share ::

various promo schemes.


Discounts
Reducing Price
Piggy Back Offers

Profit Motive : :

Consistent Pricing
Consistent Promotional Expense
Rational Behaviour

43
Sources of Information
Secondary:

Local News papers

Annual reports

General business publication

Trade Journals

Promotional Literature

Trade Associations

Internet 44
Sources Of Information
Primary:

Sales Force

Customers

Employees

Suppliers

Employee Pinching

Reverse engineering

Monitoring the test markets. 45


Assessing Competitor ‘s Current
Strategy

Marketing Strategy

Value Chain Analysis

Marketing Mix.

46
Marketing Strategy

Different Segments That the competition is catering to.

Brand Extensions / Product extensions

Which segment is the most profitable and easiest to enter

U.S.P – differential matrix

Service Packaging and delivery terms

3variable tests:: share of market

share of mind

share of heart. 47
Comparing Value Chains
Strategic Cost Analysis :

Focus On cost of

a) Raw Material Cost


b) Cost of Production
c) Cost of Promotion
d) Cost paid by ultimate customer
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Comparative value chain analysis::

1) Breakdown activities/Business Process

eg. Designing ,
manufacturing,
marketing ,
Distributing,
After sales service.

2) Primary Activity:

a) Inbound logistics : raw material flow , ware housing and material


handling.
b) Operations : Turning inputs into final product.
c) Outbond Logistics : order processing & Distribution.
d) Commercial Pricing & channel Mgt along with brand bldg activity.
e) Service :Delivery in time , Installation , complaint Handling , repairs and parts

Eg: A/c & Electric Chimney : separate charges for installation & demo

: Installation and demo for washing machine and tv is included in the MRP

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Secondary & Support Activities

a) Procurement :

Procedure for procurement collecting


Data , analysing data for decision making.
eg: Hll packnet , ERP softwares ,
cross category meets.

b) Technology Development :

Designing and implementing procedures

Improving design and utility , Reducing time


To produce there by saving on cost or
Improving margins.

c) HRM ::

Hiring , trainning , compensation , incentives

Gen infrastructure , general management , govt. relations , finance.

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Value chain Analysis
Upstream :
cost and margin of suppliers ,
processes followed,
balance of qlty and cost.

Down Stream :
cost and margin of distribution &
strategic partners and channel allies
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Differential Advantage Matrix

&

SWOT ANALYIS

52
PORTER 5 FORCE MODEL

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Competing Sellers

Most Powerful Force

Check Rivalry Status

Price / Quality/Features/ Service

Dealer network

Warranty / Guarantee

Innovation.
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Potential Entrants
# Seriousness Of Threat Depends On

Barriers to entry

Capital Investment RELIANCE

Economies of scale RELIANCE

Specialized Technology RELIANCE

Customer Loyalty Almost monopolised

Distribution Channels

Regulatory Policies Political network to change


55
Substitute Products
You can say this force is strong when

These products have better features

Profits Are Increasing

Newer capacities are being added

Attractively priced.

Eg… Petrol / Lpg / Cng. / Electronic Vehicles


56
Suppliers.
The stronger they are the more often prices
fluctuate delivery times are erratic.

Few in no.

Few substitutes

Not an imp. Customer

High switching cost

Threat to forward integration


57
Buyers
Buyers are anyways important to satisfy but they
are particularly strong when

They are large and consume in bulk

Have multiple suppliers

No cost or effort in switching over to substitute

Have capacity to integrate backward.

58
Strategic Implication of five force
model
# Competitive environment is unattractive when

Rivalry is strong

Entry barriers are low

Substitutes are strong

Suppliers & Customers have good bargaining power

#Competitive environment is attractive when

Rivalry is moderate & all the above factors are reverse

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L4

Product Strategy

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Where are we going to go?

How will we get there?

What will we do?

61
Strategy needs to be in place before starting

a) Achieve Co ordination

b) Allocation Of Resources

c) Should lead to a superior market position

d) Do everything that competition is not doing :


untouched segment , alternate
channels to sell / distribute.
e) Choose something that competition can not do:
Patents in technology and pharma.

f) If competition should get into your business it should be

of advantage to you :
Increase in consumption
Increase in category… 62
Steps to Product Strategy
Vision & Mission of strategy
* largest player in category by ….
* Increase Portfolio size with allied products.
* Offer premium product at a premium price.

Selection of strategic Alternative:


Mfg :* Reduce input
* milk existing infrastructure
* Increase output by adding one more shift
* long run of one prod assembly

Mktg : * Convert non users


* Enter new markets - - international
63
* Appeal to different segments – toyota qualis
Targetting & Positioning

* Choice of customers:

a) Identify the customer base.

b) Identify the segment / base of customers that


would help in growth.

c) For faster and higher profits it would make


sense to take advantage of the existing
customer / existing segment - non user.
64
* Choice of Competition

Are u a leader , challenger , nicher

 Leader Strategies:

• Expand total market demmand-find new users , new uses , increase consumption

• Defend market share

• Increase market share

• Continuous innovation

• Hold on to dealer shelf space

• Packs in all sizes and varieties

• Develop a super market intelligence / PR.network

• Preemptive defense: attack before comp. attacks

• Counter offensive defense: React with equal or stronger attack.

• Do not under estimate the COMPETITION

65
b) Strategies for Challenger:

• Challenger has the opportunity to attack upward or under.

• Frontal Attack : Attack the strength of the leader…


competes with ad. Aggressiveness , prod. Features ,
functionality with equal or lower price.

• Flank attack: Attack the enemy on the weak points ---


weak segment
weak territory
uncovered markets
Jap cars – more fuel efficient than american guzzlers

• Encirclement Attack: Attack from all sides –strengths ,


weakness -- utility , price , fashion , status , conviniance ,
availability

66
c) Strategies for Market Follower:

Product imitation rather than innovation

• Cloning : Exact replicate

• Immitator : Same type like the leaders


product , but slight difference in packaging
, appeal ,pricing , color ,design.

• Adaptor : Copies the leader but improves


on certain areas 67
d) Srategies for Nichers:

• Catch a particular niche and grow in it ----


ENFIELD

• Specialist in end use

• Geographic speacilist

• Product / product line specialist

• Quality and price Specialist

• Made to order specialist.


68
T & P – the core Strategy
Price sensitive.

Non price Sensitive.

Based on the strategy - the product has to convince the customer of the value that it
is offering…..

• Low cost airline : comfortable & cheap , on time arrival


& departure.
DECCAN AIRLINES --- SUCCESSFUL

• 5 star hotel : luxury & prestige


CENTAUR HOTELS --- Un successful.

• Laptops : Reliable computing and Quality


at a cost advantage
69
LENNOVO : un Successful
Price Strategy
Low cost advantage ::::

• Economies of scale : One Product , long run


production.

• Value Chain Analysis : Critical activities analysis ,


cut corners.

• HR. Function : Cut no. of positions that are not core /


staff
perks,incentives ,properties /office
space

70
Non Price Strategy.
Expected Product

Augmented Product

Potential Product.

Convenience & Service

Distribution Channel.

Working on the concept of customer


Delight.
71
Differentiation on the basis of :

• Quality :kingfisher v/s Jet v/s Air India

• Status & Image : Evian v/s Bisleri

• Creating Brand Equity : cadburrys

Mc. Donalds

BMW

Nestle
72
Marketing Mix:
Product : design , utility . Functionality ,reliability ,
warranty.

Price : competitive , justify value , credit terms cost of


advertising / selling

Promotion : Advtg , sales promotion , brand bldg

Place : territory , location , inventory , transport , coverage

Packaging :design , utility , promotion , protection , cost.

People : Team building , retention , motivation, right man for


the right job , training , recruitment.

73
BCG Analysis.

74
L 5.

BRANDING
PROMOTION AND PR

75
Branding.

Brand is a promise to the customer


from the manufacturer for delivering
a specific set of features, quality,
benefits,& services.

76
WHY DO BRANDING WHEN THERE IS
A HUGE COST INVOLVED?

77
Differentiation

Segment Markets

Corporate Image

Legal Protection of prod Features

Attract & Retain customers.


78
Brand Parity

Price Sensitive

Equally Good Quality competitor Products

Reduced Advtg. Expenditure

Brand & Line Extension

In store Brands.
79
Brand Strategy
Line Extension – Same Product Category
New Variants.

Brand Extension – Same Brand – new prod.


category

Multi Brands – Same Prod. Category –


multiple brands.

Co. Branding --
80
BRAND REPOSITIONING.

BRAND ASSOCIATION

81
PROMOTION & ADVERTISING.
Taking the product from the factory
to the hand of the consumer.

Different Types of Promotion Tools


such as Personal Selling , Sales
Promotion , Advertising , Public
Relations can be used.

82
Identifying the Audience.
Demographic & Psychographic Profile

* Literacy / Education
* Life Style
* Geographic Location

Awareness of Product / Brand /


Company.
83
Media Preference

* Electronic Media - - Satellite Television


Cable Television
Radio
Internet.
* Print Media - - News Papers
Magazines / Trade
Journals

* Display Media - - Bill boards / Signs /


posters
84
Objective Of Communication
A.I.D.A. Concept

Awareness

Interest

Desire

Action

85
Ultimately the Message.
Message Content

Rational - Plain Fact - Industrial Products

Emotional- Humor / Fear (Amul /


insurance)

Ethical / Moral – Less Used in every day


Products.

86
BUYING MOTIVES

Maslows Theory

Psychological Needs(
Needs coper T, Polio , thermal ware)

Safety Needs ( Bajaj Allianz , Saffola)

Esteem Needs ( Digjam , Onida , Tanishq)

Self Actualization Needs. ( Nakshatra , Alcohol , Cigarettes )

87
ADVERTISNG / PUBLICITY
Paid Form of Promotion Not always paid form

Always Positive Result May be negative result

Planned Effort to
Planned effort to initiate
initiate & maintain
or maintain relation relation between
between product / brand organization &
customer / consumer. environment

Marketer has more Marketers has lesser


control over advertising control over publicity.
88
Advertising / Personal Selling
Communication with Communication on a
many customer / one on one basis
consumer in one shot
Extreme personal
Non personal form of form of promotion
promotion
Used for products
Use of mass media to made to fit for a
appeal to target particular need
audience ( Machine / soft ware )

Used for products with HP plotters


mass consumer base

HP printers. 89
Advertising / Sales Promotion
In the present no extra Immediate extra
benefit apart from benefit to consumer by
communicating the way of free gifts or
message & giving discounts.
information to consumer
Non recurring in
Advertising is recurring nature

Long Term Approach Short term approach


waiting for benefits occur. and immediate
response in terms of a
sale 90
Advertising / Public Relations.
Object is to persuade in Object is to inform / educate
order to sell
Promotes relationship through
Promotes relationship with human element
brand / product
through consumption Aimed at every link in the
chain right from the
employees / production unit /
Aimed at distributors &
suppliers / distributors /
consumers / customers
customers & share holders

Used only for Promotion


Used for creating mutual
understanding ( take care of
faulty product / bad logistics /
depressed share value.
91
Budgeting Methods
Affordability method

Percentage of sales method

Competitive method

Objective & task method

92
PR. Its. Meaning & Importance.
Full form of PR. ------Public Relations

Advertising creates intent to


purchase and generate sale ,
Function of PR. is to educate.

PR. Is a quality of strong and good


relationship.
93
Discover the current image of the
company.

How good is the after market service?


Creditable Advertising
Industrial Relations
Trade relations
Packaging Almn foil carton with perforation for
cutting to size
Premises
How does the stock market treat you?
How you deal with correspondence? Nestle every
day whitener

94
Situations in which PR is Important

1) Prejudice eg. Hindu/ muslim vendors ,


chinese prod.

2) Ignorance eg.worli sea ink – koli fishing


community

3) Hostiltity eg.Vibgyor school v/s parents


95
Corporate identity
Is different from image.

Consistent and focused approach for


establishing an identity.

It is time consuming and expensive to design a


corporate identity scheme and then
consistently
implement it in all physical representation…

96
Common approaches to establish
identity.
1) Logo Type – Cadburrys , Ford , Bata

2) Colour --- Kodak Film box


Fuji Film Box

3) Charecterisation --- prancing horse


lion head
charging bull

4) Slogan --- BMW: ultimate driving


machine 97
PR.& Marketing
Company Name / Brand Name..( Axis , Canara)

Packaging ( Recognition / Retail display )

Pricing ( 99 syndrome )

Advertising ( hertz , porche , volks wagon )

Sales Promotion ( Long term , Short term)

98
PR. Customer Relation
After Sales Service

Maintaining Customer Interest ( Scorpio ,


Minawala Jewellers , Satguru Art Gallery, Tata Indigo Events , )

Loyalty Programmes / memberships /


Brochure

Translations / culture research / Trade


commission. 99
Pr & Crisis
Identify Potential risks

Supplement H. R. Practise

Lateral & Vertical Communication

Product Recall.

100
L.6

PRICING

101
Price Objectives
Survival
Maximize Sales ( Hll / P&G)
Maximize Profits
Market Skimming ( Cell phone , Dupont)
Prod.Quality Leadership(Merc-
Toyota,siemens)
Non Profit Pricing

102
Elasticity of Demand.
Demmand Inversely Proportionate to
Price.
UNLESS
No Substitutes
Slow Change
Justified Rise ( Quality , inflation)
ILL Informed
Unique Effect
Shared Costs
Inventory
103
Mktg. Mix ------ Price
Average Quality Product
with large advtg. Budget
and good availability === HIGH
PRICE

Good Quality with


large Advtg Budget
Big / known brand === High Price

104

CONCLUSION
Pricing
Uniform Price

Discriminatory price

Market Based Price

Cost Based

Dumping ******

GRAY MARKET *******


105
Different Pricing Techniques

106
1) Cost Plus / Mark Up.
Cost per Unit = Variable cost + Fixed Cost
-----------------------------
estimated demand of units

Mark up price = unit cost


-------------------
( 1 – desired return of sales )

+ve. Side --- helps to determine cost


Fair to buyer & seller
All firms using same costing thus no war.
- ve. Side
--- If Demand analysis wrong
If Price point set is wrong

107
2) Target Return Pricing
Return On investment
Unit Cost + ( Desired rate of return x Invested Capital )
-----------------------------------------------
Unit Sales

Break Even Volume = FIXED COSTS


------------------------------
Price ---- Variable Cost

108
3) Perceived Value – (Heart Surgeon
designer clothes)
4) Going rate in Market

5) Value for Money ( Air deccan


Indigo /Esteem)
6) Going Rate Pricing

109
Price Discounts.

Cash Discount
Qty.Discount
Seasonal Discount
Cash Rebates
Low interest Financing
Longer Warranty and Service Contracts
Psychological Discounting.

110
Price Changes
Price Cuts :

Price Increase

Customer reaction

Competitor Reaction

111
L. 7

Mrkt Potential / Sales Fore cast.

112
Potential : Maximum sales that are attainable
under given set of conditions with in a
specified period of time.

Forecast : Sales expected to be achieved under a


set
of conditions with in a specified period of
time.

Quota : What is expected by a certain dept


or sales person to be achieved

113
Market Potential
Hard to estimate accurately the upper or lower limit

Still important because:

1) Entry exit decisions

2) Resource level decisions

3) Location decisions

4) Set objectives and evaluate decisions

5) As an input – benchmark for FORECAST

114
Sources of information
Past sales data
Govt. sources
Trade Associations
Private companies
Financial & Industrial Analysts
Press
Internet

115
Estimate market & sales Potential
1) Analysis based :

Determine potential buyers / users

a) Determine Requirment
b) Determine need
c) Determine ability

116
Estimate the purchasing / Usage rate

**** Potential users

Potential Usage Rate

117
Area Potential

a) Population
b) Retail sales
c) Disposable Income

Attach weights to get accurate answer.

0.20 x % of population of area compared to whole india


+ 0.30 x % of retail sales of area of india
+ 0.50 x % of disp. income of area of total india
118
Sales Forecasts
Expected level of co. sales based on a chosen
mrktg. Plan & assumed mrktg. Env……

Done to estimate:

1) Revenue for the year


2) Help set the budgets
3) Provide basis for monitoring the system
4) Production planning
5) To value a company

119
4 variables that are important:

a) Customer behaviour

b) Competitor reaction / action

c) Product strategies

d) Environment ( legal , political ,


economical )
120
Techniques of Sales Forecast
Judgement based methods:

a) Naïve exploration

b) Sales force composite

c) Jury of expert oppnion

d) Delphi Method
121
Customer Based Methods:

a) Market Survey

b) Market Testing and display

122
Sales Extra Polation Method:

a) Moving Average: is a popular

approach.

St = st-1 + st + st+1
----------------------
3

123
Regression analysis

a) Plot sales data over time

b) Consider Variables relevant for


predicting sale

124
L8
Logistics &
Channel Management

125
Market logistics involves planning ,
implementing, controlling , the
physical flow of material & final
goods , from points of origin to
points of use to meet a customers
requirement ………. AT A PROFIT.

It requires a detailed study of target


market requirements and then
designing the supply chain backward.
126
Logistic Decisions
WareHousing

• Stocking Locations

• Own / leased warehouses

• Automation ( softwares , material handling equipment )

127
Transportation:

• Speed
• Frequency
• Dependability
• Capability
• Availability
• Traceability
• COST
128
Piggy back

Fishy back

Train ship

Air truck

Private Carrier

Contract Carrier 129


INVENTORY

• Customer Service level

• Re- order point

• Order processing cost


v/s Inventory carrying cost

130
ABC analysis

JIT style.

131
Channel Management
Channel Selection

• Direct Channel

• Indirect Channel

132
Direct Channel
Better than indirect when:

 Information needs are high

 Product Customization is needed

 Quality Assurance Matters

 Purchase orders are large

 Transportation / storage are complex


133
Own Store

Sales Force

Mail / catalogue

Phone

Trade Shows.

Internet.
134
Indirect Channels
Better Than Direct when

 One stop shopping for prod is imp

 Availability is important

 After sales service is important

135
Wholesaler / Distributor

Retailer / Dealer

Agent / Representative

136
Services that channel can provide
Physical Distribution

Promotion

Matching customers to specific needs

Feed back

137
Channel Management

Contractual Obligations

Self Interest

Human Contact

138
Power Management
Volume of sales

Brand Equity

Low Switching cost

Backward Integration

Invest in technology

Cut costs

Support small reatailers.

139
L.10
Product Mgr. of a
service Company

140
A service is any act or performance
that one party can offer to another
that is essentially intangible and
does not result in the ownership of
anything, its production may or may
not be tied to a physical product.

141
5 offerings to the customer
Pure tangible goods

Tangible goods with accompanying services

Hybrid

Majority service along with minor tangibles

Pure Sevices ( fully Intangible )

142
Characteristics of services
Intangibility

In seperability

Variability

Perishability

143
Differential Pricing

Non peak Demmand

Complimentary services

Reservation Services

144
Services to succeed need:

1) External Marketing
2) Internal Marketing
3) Interactive marketing

145
Essentials for a Service company:
Competitive Differentiation

1) Offer

2) Delivery

3) Image

146
Managing Service Quality

1) Gap between Consumer expectation


& Management Perception.

2) Gap between service quality


specifications & service delivery.

3) Gap between service delivery and


external communication.
147
System Oriented
Monitoring Service performance

Satisfying Customer Complaint.

Satisfying Employees.

148
Post Sale Strategy.

149
150
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