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
- To selectively expand its channels of distribution in important markets around the world without compromising the value of the TIFFANY&CO. trademark;
- To provide superior customer service;
- To maintain an active product development program;
- To increase its control over product supply through direct diamond sourcing and internal jewelry manufacturing;
- To achiev
symbolic goods)
6. 제품의사결정
1
제품믹스(Product Mix)에 관한 의사결정
기업이 제공하는 모든 개별제품(혹은 제품계열)들의 집합으로 제품
믹스의 넓이(Breadth), 길이(Length), 깊이(Depth)로 분석이 가능.
제품믹스의 넓이 : 회사가 취급하는 제품계열의 수
제품믹스의 길이 : 각 제품계열의 제품 수
제
and Japan.
- Imagery
• The highest fashion brand which has become a symbol representing high social class. It has consumers that show frantic obsession towards the brand.
• Although it has many loyal customers, the high price and scarcity led to lack of friendliness.
• It leads the fashion trend of the high class and has deep tradition as a trend leader.
3.2. HERMES
3. Situational analysis of Heineken
○ 4P Analysis
Product
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
products and their exposure.
3. Consumption for pleasure: Karaoke
- One way to enjoy 세경’s one day vacation at the karaoke suggested by 정음
People consume for different type of reasons to fulfill different type of needs. There are functional needs, symbolic needs, and hedonic needs. In this scene, 세경 and 정음 consume karaoke for hedonic needs or for pleasure. Also, while p
IB Strategies based on 4P
In France and China
03 / IB Strategies – Lolita Lempicka in France
Product strategy
Emphasized ladyishness
☞Hired talented designers and staffs from local
Round and spherical shape of containers symbolized ladyishness
☞container design grabbed women’s attention
“Efficient”
Price strategy
Relatively higher labor cost than Korean w
Local Coca‐Cola organization consists of Coca‐Cola Korea Company and Coca‐Cola Korea Bottling Company. And those are independent corporate. Coca‐Cola Korea Company charges of making juice, protecting brand, promoting brand. Coca‐Cola Korea Bottling Company, as a corporation of Korea, charges of production of product, distribution, and customer service.
3. Brand
paper/pencil test: 서면 평가
② job skills tests: 직무 기술 평가
③ on-site hands-on testing: 현장 실무 평가
④ off-site hands-on testing: 직무 외 행동 평가
⑤ high-fidelity simulations: 현실성 높은 가상
상황 평가
⑥ symbolic simulations: 상징적 가상 상황 평가
⑦ task ratings: 과업 평가
⑧ global ratings: 국제적 평가