MindMap Gallery Marketing 09 Product Strategy
Marketing is a process in which goods or services are transferred from producers to consumers. It is a series of activities conducted by enterprises or other organizations to meet consumer needs. Marketing is the systematic study of the regularity of marketing activities. a science of. This mind map is a summary of the knowledge of Chapter 9 of the self-study 00058 Marketing, Product Strategy. I hope it will be helpful to you!
Edited at 2020-02-06 08:08:21This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
This Valentine's Day brand marketing handbook provides businesses with five practical models, covering everything from creating offline experiences to driving online engagement. Whether you're a shopping mall, restaurant, or online brand, you'll find a suitable strategy: each model includes clear objectives and industry-specific guidelines, helping brands transform traffic into real sales and lasting emotional connections during this romantic season.
This Valentine's Day map illustrates love through 30 romantic possibilities, from the vintage charm of "handwritten love letters" to the urban landscape of "rooftop sunsets," from the tactile experience of a "pottery workshop" to the leisurely moments of "wine tasting at a vineyard"—offering a unique sense of occasion for every couple. Whether it's cozy, experiential, or luxurious, love always finds the most fitting expression. May you all find the perfect atmosphere for your love story.
The ice hockey schedule for the Milano Cortina 2026 Winter Olympics, featuring preliminary rounds, quarterfinals, and medal matches for both men's and women's tournaments from February 5–22. All game times are listed in Eastern Standard Time (EST).
product
level
Core Products
basic product
external form
Desired product
Desired properties and conditions
Extended products
incidental benefits
potential products
that may be developed into final products
Classification
non-durable, durable, service
shopping habit
Convenience items, optional items, specialty items, non-desired items
Industrial products
Materials, components, capital items, supplies and services
product portfolio
product line
product items
Dimensions
width
How many product lines are there?
length
Total number of product items
depth
The number of product items in a product line
sticky
The degree to which each product line is critical to each other
Product Lifecycle
Introduction period
quick skimming strategy
High prices and high promotional fees
1. Consumers lack knowledge of the product. 2. Strong desire to buy and willing to accept higher prices. 3. Facing potential competitive threats.
slow skim strategy
High prices and low promotional fees
1. Applicable to limited market, most consumers are already familiar with the product 2. Buyers are willing to accept high prices and potential competition threats are small.
Rapid Penetration Strategy
Low prices and high promotional fees
1. Big market 2. The market is unaware of the product 3. Buyers are price sensitive 4. Potential competitive threats are high 5. With the expansion of production scale and accumulation of experience, the unit cost decreases
slow penetration
Low price and low promotion fee
1. Big market 2. The product is well-known 3. Price sensitive 4.Potential competition
growth period
Product Strategy
Improve product quality or style
Channel strategy
Add sales outlets
Promotional strategy
Advertising shifts from awareness to product preference
Price Strategy
Appropriately reduce
mature stage
market improvement
Focus on the market rather than the product
number of users
Non-users become users
new market segments
Win competitors’ users
Usage rate
Increase the number of uses, usage volume, and develop new uses
Product improvements
Quality, features, style, service
Win the loyalty of certain market segments
free publicity
advantage
Easily imitated by competitors
shortcoming
Marketing mix improvements
Change pricing, channels, and promotion methods to extend the maturity period
Recession
stay invested
Reduce investment
Reduce investment and tap potential markets
give up
product brand strategy
Brand: is a name, term, mark, symbol, design or combination
Brand Equity
Philip Kotler
Value added to products and services
David Acker
Brand loyalty, popularity, awareness, brand associations and other assets of the brand
competitive advantage
Reduce marketing costs
Strengthen the bargaining power of middlemen
Sell at a higher price than your competitors
Easier to carry out brand extension
Provide some protection to businesses
brand strategy
branding strategy
Build your own brand
brand user strategy
Brand ownership issues
Manufacturer Brand, Distributor Brand, Licensed Brand
brand name strategy
individual brand strategy
Use different brands for different products
Advantages and Disadvantages
The overall reputation will not be affected by the failure of individual products
Different brands differentiate products of different quality and grades
Helps win over different types of consumers
Spending a lot of money on publicity and promotion disperses promotional resources
family brand strategy
All products of the same brand
Promote the same brand through multiple media to reduce publicity costs
Earned good standing to smoothly exit new products
Helps to show strength and shape image
advantage
Problems with a certain product may affect the entire enterprise and affect other products.
There is a problem that it is easy to confuse each other and it is difficult to distinguish product grades.
shortcoming
Independent family brand strategy
On the basis of product classification, give different brand names to various products
Portfolio brand strategy
Use different brands for different products and put the company name in front of each brand
Brand development strategy
Product line expansion strategy
Existing product lines use the same brand
brand extension strategy
Leverage an already influential and successful brand to exit improved or new products
Insert summary
Multi-brand strategy
Design 2 or more competing brands for one product
new brand strategy
new products new brands
Cooperative brand strategy
Two or more brands unite through one product
Brand repositioning strategy
Product packaging
packaging function
Protect goods, facilitate storage, facilitate consumption, promote sales and increase value
Strategy
Similar packaging strategies
difference
Joint
Multiplexed
hierarchical
gift style
Change packaging strategy
window type
component type
gift style
Serve
An activity, benefit, or satisfaction that is sold or sold with a product
Characteristics: intangibility, inseparability, changeability, timeliness
Strategy
Pre-contact service marketing strategy
internal marketing strategy
Cultivate and motivate employees
Service differentiation strategy
Tangible display of differentiation
Add some innovative features to the physical provision of services
process differentiation
Differentiation of the service delivery process or delivery system
Image differentiation
Create service differentiation through symbols, symbols, brand identities, etc.
Contact Services Marketing Strategy
real moment strategy
Presented to customers in a specific way at a specific time and place
Self-service strategy
after contact
After-sales service strategy
Service rendering strategy
New product
new product development process
New products can be derived from acquisitions and product development
idea generation
creative screening
Product concept development and testing
Marketing strategy development
business analysis
product development
market test
commoditization
Timing, place, target market, marketing mix
new product adoption process
Awareness, interest, evaluation, trial, adoption
product line decisions
extended decision making
Develop high-end and low-end products in both upward and downward directions
Conducive to establishing and consolidating the company's leading image
fill decision
Add product items
modernization decisions
Featured decision-making
Cutting decisions