Service : 카운슬러의 서비스를 함께 받을 수 있는 백화점, 면세점과 방문판매
Product Attributes
옥죽, 백합, 참작약, 연꽃, 지황의 5가지 약재를 18시간 이상 우려내어 만든 자음단 및 인삼, 은행나무, 감초 등 각 제품의 특성에 맞는 한방추출물을 이용 (동의보감에 기초해 경희대와 공동 연구)
67년부터
attributes of the employees who are sought by Amy's Ice Cream?
① 개방적이고 창의적인 아이디어 : ex) 연극전공자나 예술전공자 - 그들은 자신들만의 발랄하고 독특한 아이디어를 바탕으로 연극이나 예술에서 종종 쓰이는 장식 등을 활용하여 카운터의 분위기를 바꾸어 놓았다. 평범한 카운터가 "Ice cream theater" 라고
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
One of Amy’s Ice Creams stand out features, besides their fabulous and daring flavors like Shiner Bock ice cream, is their employees. These creative souls seem to always be in a great mood, and have no fear flinging scoops of ice cream around the store, and catching them in cups balanced on their chins. Though some have moved on to more prosperous full-time careers, there are those employees th
Product positioning
What the company stands for/ or does not
e.g.: European, Japanese car brands..
Brand essence
consumer benefit
German-engineering at a affordable price
Entirely different driving experience
Cookie-cutter style over-sized
Over priced car