Pro d u ct S tra te g y

v
Product Strategy involves managerial decisions about the

q Product mix
q Positioning & Branding
q Packaging
q Communication
 Product Mix

vFull list of all the product offered for sale by

company

qWidth
q
qLength
q
qDepth
q
qConsistency
q
q
 Branding

q Brand is a name , term , symbol or design or a

combination of them , intended to identify the
goods or services of one sellers and to
differentiates them from those of others
q
q
qBranding decision

vTo Brand or Not to Brand

v
vManufacturer ’ s Brand or Private Brand
v
vSame Brand or Different Brand
 Global Brand

qSome brand are so popular all over the world that they
regard as a Global Brand.
For example –Coca Cola,Pepsi

Advantage of Global Brand

qEasy entry to the market

q
qReduce the promotional expenditure
q
qGenerate good sale from the beginning
 Packaging

q Packing refers to the protective covering used

for shipment of the goods
q
q Packaging refers to the package in which the
product reaches the consumer
q
qIn International marketing Packaging include
packing
q
 Packaging

qFunction & importance of packaging

q
vProtection
vPreservation
vPresentation
vOther factor
§ Self Service
§ Consumer Affluence
§ Integrated marketing concept
Packaging

Factor influence Packaging Decision

q
q q Physical Characteristic
q
q Economy
q
q Convenience
q
q Miscellaneous Factor
Packaging

q Special consideration in International

Marketing
q
q Regulation in foreign Country

q Buyer’s Specification

q Socio-Cultural Factor

q Environmental Factor
q
q Disposability
 Types of Product
Strategy

q There are Basically 3 types of Product

Strategy
q
qProduct Extension
q
qProduct Adaptation
q
qProduct Innovations
q
 Product
Extension
Same product as market domestically is extended
to foreign market without any significant
modification.

Possible when
qConsumer Taste same
qProduct Use condition
qNo legal requirement necessity product
modification for foreign market
q
 Product Adaptation

Product is properly modified to suit the

environment of the foreign market

Factor necessitate for such product modification

are
q Consumer Taste
Condition of Use of the product
Cultural environment
 Product Adaptation

Factor necessitate for such product modification

areqNatural Environment

qRegulatory Environment

qIncome Level & Standard Of Living

qCompetitive Environment
 Product Adaptation
Develop new product for foreign firm

There are 3 type of new product

q Innovative Product
q Imitative Product
q Modified Product