DEVELOPING AND MANAGING PRODUCTS - University of Northern Iowa
DEVELOPING AND MANAGING PRODUCTS
Principles of Marketing Chapter 12
Managing Existing Products
Line Extensions
? KISSES ? Types
? Milk Chocolate ? Milk Chocolate with Almonds ? Hugs ? Dark Chocolate ? Caramel ? Meltaway Center ? Air Delight ? Holiday versions ? Easter ? Halloween ? Christmas ? Valentine's day
Product Modifications
? Quality ? Functional ? Aesthetic
QUALITY DIMENSIONS
conformidad
caracter?sticas
fiabilidad
funcionamiento
calidad
durabilidad
est?ticos
percepci?n de los clientes
reparable
dise?ado por Christina Schrage para la Municipalidad de Bel?n
Heredia 2002
10/11/2011 1
Developing New Products
Commercialization
Test marketing
Product Development
Business Analysis Concept testing Screeni
ng Idea
Product Differentiation
? Product quality
? Level ? Consistency
? Product Design and Features ? Product Support Services
Product Deletion (or retention)
Product Line Review
Deletion Analysis
Deletion Decision
Return to line Delete
As is
With modifications
Phase out
Run out Immediate
drop
10/11/2011 2
Organizing for effective product management
Product Brand Market Venture Manager Manager Manager team
Product
Product line
Distinct product groups
Single brand
Protects brand image
Market activities for
specific group of customers
Crossfunctional
team
New product development
for new markets
10/11/2011
3
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