1 / 22

Product Strategy

Product Strategy. - Ralston. Agenda. Levels of Product Product Mix Product Strategy. Levels of Product. Levels of Product. Product Mix. The set of all products that a particular seller offers for sale to buyers. Also known as product assortment. Product Mix.

duncan-day
Télécharger la présentation

Product Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Product Strategy - Ralston

  2. Agenda • Levels of Product • Product Mix • Product Strategy

  3. Levels of Product

  4. Levels of Product

  5. Product Mix • The set of all products that a particular seller offers for sale to buyers. • Also known as product assortment.

  6. Product Mix • Product Line : A group of closely related products constitutes a Product Line. • Product Width : The number of Product Lines the company carries • Product Length : Length of a Product Line is decided by the number of Products in the Product Line • Product Depth : Depth of the Line denotes the total number of items under each product in the line • Product Consistency : How closely are the products related in the end use, production, distribution etc....

  7. Product Mix Example

  8. Product strategy begins with a strategic vision that states where a company wants to go, how it will get there, and why it will be successful. Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.

  9. What is Product Strategy??

  10. Product Platform Strategy • Platform is an architecture of the common elements implemented across a range of products • One element in the platform usually represents a defining technology • Dictates life cycle, capabilities, limitations • Important to understand the role of a defining technology • The choice if defining technology is perhaps the most critical strategic decision that a hi-tech company makes

  11. Product 1C Product 1 Product 2 Product 3 Product 1B Product 5 Product 1A Product Platforms Unique product elements and common channel elements of product line Segment A Segment B Segment C Element A Common Platform Elements Element B Element C

  12. Benefits of Platform Strategy • Focuses management on key decisions at the right time • Simplifies the strategy processs, helps concentrating on critical decisions • Enables rapid & consistent product development • Encourages a long-term view on product strategy • Can leverage operational efficiencies • Manufacturing costs • Design costs • Makes marketing and support easier

  13. Example of Product Platforms

  14. Product Line Strategy • A time-phased plan for developing products from a common platform, each product targeting a specific market segment • The true potential of a platform strategy is extracted with an effective product line strategy

  15. Product Line Strategy • Covers all primary targeted market segments • Each product offering should be sufficiently focused • Time-phased scheduling / sequencing • all products cannot be released simultaneously • priorization • Similar products / product lines are coordinated • To avoid rework and confusion in marketing and among customers

  16. Product Line Strategy • Lengthening the Product Lines • Line Stretching • Deepening the line by adding more variants / formulae / pack sizes to the line • Pruning and rationalising the lines by withdrawing items/integrating them. • Stretching Up & Stretching Down • Two Way Stretching • Line Filling

  17. Leveraged Expansion The success of expansions to new product markets depends highly on ability to leverage: • Existing market knowledge • Technical skills

  18. Leveraged Expansion

  19. Examples of Leveraged Expansion • Microsoft • DOS  Windows • Windows + Internet  Internet Explorer & MSN

  20. Sustained Differentiation …is achieved with vectors of differentiation that are significant to the customer • One very prominent featureor • An appealing combination

  21. High-Tech Differentiation • Unique features • Measurable benefits • Ease of use • Improved productivity • Unique fundamental characteristics • Design

  22. See you next week!

More Related