ch09 THM

Chapter 9 Designing and Managing Products
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens
Profit is payment you get when you take advantage of change. -Joseph Schumpeter
Being fed a decent meal in a casual environment is a commodity in far more supply than demand. -Barry M. Cohen
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458
Marketing Marketing for Hospitality for Hospitality and Tourism, and Tourism, 4th edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Chapter Objectives
Define the term product, including the core, facilitating, supporting, and augmented product
Explain the elements with which one needs to be concerned when designing a product
2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing Marketing for Hospitality for Hospitality and Tourism, and Tourism, 4th edition 4th edition Kotler, Kotler,Bowen, Bowen,and andMakens Makens
Chapter Objectives
Understand branding and the conditions that support branding
Explain the new product development process
Understand how the product life cycle can be applied to the hospitality industry
What is a Product?
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need
Includes physical objects, services, places, organizations, and ideas
Product Levels
Core Product
Facilitating Products Supporting Products Core Competency
Core Product
What the buyer is really buying
Every product is a package of problemsolving services
Facilitating Products
Goods or services that must be present for the guest to use the core product
Supporting Products
Extra products offered to add value to the core product and help to differentiate it from the competition
Core Competency Review

Supporting products offer a competitive advantage only if they are properly planned and implemented
They must meet or exceed customer expectations to have a positive effect
Augmented Product
The augmented product includes accessibility, atmosphere, customer interaction with the service organization, customer participation, and customers interaction with each other.
Product levels
(Adapted from C. Gonroos, Developing the Service Offering A Source of Competitive Advantage, in Add Value to Your Service, C. Surprenant, ed., Chicago: American Marketing Association, 1987, p. 83.)
Atmosphere: The Physical Environment

Can be the customers reason for choosing, or not choosing, to do business with an establishment Multidimensional
Visual, aural, olfactory, tactile
Customer Interaction with the Service Delivery System

Joining stage is when the customer makes the initial inquiry contact
Consumption phase takes place when the service is consumed Detachment phase is when the customer is through using a product and departs
Customer Interaction with Other Customers

Hospitality organizations must manage the interaction of customers to ensure that some do not negatively affect the experience of others
Customer Coproduction
Increase capacity Improve customer satisfaction
Reduce costs
Brand Decisions
A brand is a name, term, sign, symbol, design, or a combination of these elements that is intended to identify the goods or services of a seller and differentiate them from competitors
Brand
Brands are among a companys most valuable assets A Brand represents what the company is and what it stands for A Brand implies trust , consistency, and a defined set of expectations The strongest brands own a place in the customers mind
(Scott Davis, Brand Asset Management)
Branding
Consistency Quality & Value
Attributes
Advantages of Brand Names

Brand Equity
Identification
High Brand Loyalty Name Awareness

Strong Brand Association Perceived Quality
Conditions that Support Branding

The product is easy to identify by brand or trademark The product is perceived as the best value for the price Quality and standards are easy to maintain
Conditions that Support Branding

The demand for the general product class is large enough to support a regional, national, or international chain There are economies of scale
Leveraging Brand Equity

Cobranding
Partnerships
New Product Development

Product life cycle
Product is born Passes through several phases
Eventually dies as younger products come along that better serve consumer needs
New Product Development Process

Marketing Strategy Development Business Analysis Product Development
Concept Development and Testing

Idea Screening
Market Testing
Idea Generation
Commercialization
Idea Generation
Internal Sources Customers
Competitors
Distributors and Suppliers Other Sources
Idea Screening
The purpose of screening is to spot good ideas and drop poor ones as quickly as possible

A product idea envisions a possible product that company managers might offer to the market
A product concept is a detailed version of the idea stated in meaningful consumer terms
A product image is the way that consumers picture an actual or potential product

The task is to develop an idea into alternative product concepts, determine how attractive each is to customers, and choose the best one
Concept testing occurs within a group of target consumers
Marketing Strategy
Includes information such as the target market and product positioning as well as both short and long term projections in terms of sales, profits and costs
Business Analysis
Business analysis involves a review of the sales, costs, and profit projections to determine whether they satisfy the companys objectives
Product Development
The prototype must:
Have the key features described in the product concept statement, as perceived by the customer
Performs safely under normal use

Be produced for the budgeted costs
Test Marketing
The product and marketing program are introduced into realistic market settings
Commercialization
In launching a new product, a company must make four decisions:
When? Where? To whom? and How?
Product Development Through Acquisition

A method of product development that reduces the risk considerably for large companies that have the assets to purchase and then develop a fledgling chain
Product Life-Cycle Strategies

Product development Introduction Growth Maturity Decline
Product Development
Product development begins when the company finds and develops a new product idea
During development, sales are zero and the companys investment costs add up
Product Life Cycle

Sales and Profits Over the Products Life From Inception to Demise
Sales and Profits ($) Profits
Sales
Time
Product Development Losses/ Investments ($) Introduction Growth Maturity Decline
Introduction
Introduction is a period of slow sales growth as the product is being introduced into the market
Profits are nonexistent at this stage due to high product introduction expenses
Growth
Growth is a period of rapid market acceptance and increasing profits
Maturity
Maturity is a period of slowdown in sales growth because the product has achieved acceptance by most of its potential buyers
Profits level off or decline due to increased marketing outlays to defend the product against competition
Decline
Decline is the period when sales fall off quickly and profits drop
Product Deletion Process
(Martin Bell, Marketing Concepts and Strategy, 3rd ed., p.267, 1979, Houghton Mifflin Company; used by permission, Mrs.. Marcellette (Bell) Chapman. )
Key Terms
Augmented products Aural Brand Consumption phase Core product
Key Terms
Customization Decline
Detachment phase
Drop Facilitating products
Key Terms
Growth Introduction
Joining
Maturity Olfactory
Key Terms
Phase-out Product concept
Product development
Product idea Product image
Key Terms
Run-out Standardization
Supporting products
Tactile Visual

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Chapter 9 Designing and Managing Products

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Core Competency Review

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Atmosphere: The Physical Environment

Customer Interaction with the Service Delivery System

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Customer Interaction with Other Customers

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

(Scott Davis, Brand Asset Management)

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Advantages of Brand Names

High Brand Loyalty Name Awareness

Strong Brand Association Perceived Quality

Conditions that Support Branding

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Conditions that Support Branding

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Leveraging Brand Equity

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

New Product Development

New Product Development Process

Concept Development and Testing

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Concept Development and Testing

Concept Development and Testing

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Performs safely under normal use

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Product Development Through Acquisition

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Product Life-Cycle Strategies

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Product Life Cycle

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

Product Deletion Process

2006 Pearson Education, Inc. Upper Saddle River, NJ 07458

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