Learning about new trends
Nature and quality of assortment
Advertising and promotion for Positioning of the Retail Brand
Physical store attributes
Nature of store clientele
What is product?
Bundle of physical, service, and symbolic attributes designed to enhance buyer's want satisfaction.
What is product strategy?
Producing goods and service.
focuses on benefits.
Decisions about package design, brand name, trademarks, warranties, product image, new product development and customer service.
Classifying Consumer Goods
Classifying Business goods
3. Situational analysis of Heineken
○ 4P Analysis
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer