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Products levels
Consumer Goods
Classification
Product Mix
Brand Name Decision
Brand Strategy Decision
Presentation on:
Core Benefits - Communication
Basic product - Features & design- small size, sliding, flip open, touch etc
Quality level- Excellent quality
Brand name- Samsung, Iphone, HTC, etc
Expected product- Looks good, light weight, easy to operate, long life battery
Augmented product- FM radio, MP3 player, camera, voice recorder. Wi-Fi
Potential product - Internet, e-mail, TV channels, GPS
Consumer Goods Classification
• Buy frequently and immediately.(pen, noodles, cigarette, tea etc.)
Convenience Goods
• Buy less frequently.(clothes, shoes, mobile, electronics etc.)
Shopping Goods
• Special purchase efforts.(car, motorbike, Rolex watch, gold , land and building etc.)
Specialty Goods
• New innovations.(gift items, decorative items etc.)
Unsought Goods
Brand name decisions
Individual names
Blanket family names
Separate family names for all products
Corporate name combined with individual product
names