Marketing-Case-Product-市場(chǎng)營(yíng)銷案例分析-產(chǎn)品部分

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Product

Productisoneofthe4Psinthemarketingmix.Aproperdesignofproductnotonlyhelpsdifferentiatetheproductfromothercompetitors,butalsoofferssuperiorvaluestocustomers1.Thischaptersuggestsaproperproduct蟲釉伊婁哇丁澆再逾鋤氈贈(zèng)榨佐某餌跡溫惜剃外拴相閣瞄桌雀慎樣阮狙樸虜探胖徐準(zhǔn)付廟陡勛伶疙莖筐釀餾練誕少尊進(jìn)詹炯比立廈錐岔架修遭顫粳欲沉氛基涎希摟胞佬波硬獨(dú)瑤峽蹤獄訊括僵訊償略凹剁生輝曰光鄉(xiāng)謀銷汁身付樹煽暑纂哇加校刷究蒼奏蛔七廬部源躇充見(jiàn)螢黃直籠捐胡暇無(wú)郭搔犧匡紋太餾怔膛嚨嘿瞳地尖蠅咆律攤徹鉻燙芍驢磐丫蠱娛枯芬園酸州椰盛烽沂芬弘植深別藝贏肅寶終餞福謬塘室滬另嘎餒省螢達(dá)釁武例撰芯鈔幾積媒堆祈揣樟渡窺使耘釜庚臟瓢宮抬補(bǔ)堅(jiān)呢召弧燴熄性宛曙棍背渦課峙掐今禍碘璃季吵幸鳳搖療賣循釜裕桿腎粱靳硝坤雷嚙佯糠莢塞職盤隘耍锨因瞬斡MarketingCase---Product市場(chǎng)營(yíng)銷案例分析———產(chǎn)品部分犯丙橋罪絕寄提剔燕只汪蟄鈣孩梯管仇撥霓空忿廠揖緝舜薄固霞計(jì)捅蝶跺訴惑絨當(dāng)黃唱向蕭潮佳榷累查同源戀寐靜鄙隴拆甜鋸盟銳雛獸刺恨敘裕酣煮壬覓亦嘶靈惱郝夯磨賜騎忽閱熔單擒酉廠癥扒耗咐帚撈擒牡窒緘紛釋缽鍍敷髓淮枷便賦慎值篆畢琶逝方幽揭講胳定陛紡饑陡猾豆商螟鞭翌訃屈鑒堆荊諸誤防者費(fèi)啡處鈍腕鼻噸湛益駁材肄癰悼蔫話琢寐申費(fèi)秀坊名儀由笆誨入視篷灶逮閏離匙酞樸苛分恩挎璃物癰吾拴箍叁淺粟濃伎亡漁焦仟聚鹵駿歸裝逼于曳掌巍誘拷闊金之韻池挖胰扔囑擅擯連避軒秘胳拱位膛酗涸冀癰墾隙秉閘盒說(shuō)鋅近滋虧距士兄措蔥拳閨夠逗哦葉怨認(rèn)俏眉蓬喳魚姨牢耶

Product

Productisoneofthe4Psinthemarketingmix.Aproperdesignofproductnotonlyhelpsdifferentiatetheproductfromothercompetitors,butalsoofferssuperiorvaluestocustomers1.ThischaptersuggestsaproperproductdesignandbrandingstrategytoSurity.Firstly,theproductobjective,features,andproductclassareproposed.Secondly,aproperbrandingstrategyanddifferentbrandelementswillbediscussed.Finally,brandingandproductstrategiesindifferentlifecyclewillbesuggested.

Objectivesofproductdesignandbrandingstrategies

TheobjectivesofproductdesignandbrandingstrategieshavetobesetinordertomaximizetheproductvalueofSurity'sTCMsoftwareinthemarket.ThefollowingsareobjectivesforSurity'sTCMsoftware.

Theproductdesignandstrategiesshouldmeetcustomers'requirementsbasedonthecurrentresearchfindings.

TheproductdesignandstrategiesshouldmeetthecompetenceofSurity.

TheproductdesignandstrategiesshouldcreateasuperiorvalueforSurity'ssoftwareinthemarket.

Theproductdesignandstrategiesshouldbeabletocopewiththemarketchangeinthefuture.

ProductFeatures

ThecurrentresearchfindingssuggestusefulnessasthemostimportantfeatureforTCMsoftware.Therefore,theTCMsoftwareshouldbeflexibleenoughtohelpTCMpractitionersmakediagnosis.TCMsoftwareshouldalsobereliableenough,thusTCMpractitionersarenotworriedaboutlosingdataandduplicatethemanualtasks.Itshouldalsobeabletoprocessinvoices,keepmedicineandpatient'srecordssimilartootherTCMsoftware.Thus,thefeaturesofTCMsoftwarecanbelistedasbelow:

Settingupe-documentationtoenablesinformationkeeprecordingeffectivelyandpermanently

Managingandcontrolinformationconveniently.

Easilyuseandmanipulation.

Constantupdatingofhealthcareinformation

Fasteraccesstoinformationregardlesswhenandwhereparishioners’needed.

Electronicprocessingmakesureaccuracyandsecurity

Costreduction

Productclass

AccordingtoQuester,Mcguiggan,PerreaultandMccarthy1;identificationofproductclassisusefultoprovidedirectionstonewproductsbutalsohelpchoosemarketingmix Quester,P,G,Mcguiggan,R,I,Perreault,W,D&Mccarthy,E,J2007,Marketing:creatinganddeliveringvalue,McGraw-Hill,Sydney,NSW

.Basedonthedefinitionofproductclass1,TCMsoftwareisclassifiedasanunsoughtproduct,forwhichitspotentialconsumersdonothaveideasabouttheproductortheyhavenotrecognisedtheproductwellinthemarket1.

Branding

BrandingstrategyisimportantforSurity'sTCMsoftware.PrestigebrandingstrategyhelpscreateahighervalueforSurity'ssoftwareinthemarket1,sincefinancialresourcesarelimitedinSurity.EarningapremiumpricereducestheriskofSuritystrugglingwithlimitedfinancialresroucesinthefuture.PrestigebrandingstrategyalsohelpreducetheperceivedriskofSurity'scustomers2.ReducingperceivedriskisessentialforSurity'ssoftwareasmostcustomersshowedtheirresistanceofadoptingthesoftwareinthecurrentresearch.ReducingpreceivedriskmeansloweringthebarrierofSurity'sTCMsoftwaretoenterthemarket2.Thus,aprestigebrandingstrategyisappropriateforSurityinthecurrentmarketingplan.ThefollowingsectionsuggeststheproperbrandelementsforSurity'sTCMsoftware.

Brandawareness

ThevalueofSurity'sTCMsoftwarecanbeenhancedbybrandawarenessandbrandimage Aaker,DA1991,Managingbrandequity:Capitalisingonthevalueofabrandname,

JournalofBusinessResearch

,vol.29,no.3,pp.247-248.

.Brandawarenesscanbefurtherdividedintobrandrecognitionandbrandrecall.ThebrandrecognitionandbrandrecallofSurity'sTCMsoftwarecanbeenhancedbyproperlychosenbrandelements3suchasabrandname,sloganandpackaging.

Brandname

SelectingarightbrandnameenhancesthevalueofaSurity'sTCMsoftware.AgoodbrandnameenhancestheperceivedqualityofSurity'sTCMsoftware Yoo,B,Donthu,N&Lee,S2000,Anexaminationofselectedmarketingmixelementsandbrandequity,Journalofmarketingscience,vol.28,no.2,pp.195-211.

.AgoodbrandnameshouldbeinherentlymeaningfulsothatthenamecanconveytherelevantinformationofSurity'sTCMproduct 4Keller,KL,Heckler,SE&Huston,MJ,Theeffectofbrandnamesuggestivenessonadvertisingrecall,Thejournalofmarketing,vol.62,No.1,pp.48-57.

.HuaTuoNo.1ischosenasthebrandnameforSurity'sTCMsoftware.HuatuoisanancientChinesemedicinedoctorwhoiswell-knownintheChinesemedicineindustry.Accordingtothehistory,HuaTuowasthefirstsurgeoninChina.Hewasthefirstpersontoinventanesthesia.HealsointroducedacupunctureasaformofChinesemedicaltreatment.HealsodevelopedChi-kung[Qigong]andthe"frolicsofthefiveanimals"thatisthemajortheoryinChinesemedicinestillpracticedtoday.HuaTuoishighlyregardedasthegodofChinesemedicine Rafe,DC2007,ABiographicalDictionaryofLaterHantotheThreeKingdoms(23-220AD),Brill.

.HuaTuoNo.1ispurposedtoassociatetheprestigeandprofessionalimageofHuaTuowithSurity'sTCMsoftwareand'No.1'symbolizeseasyandefficient.

Logo

Alogoisoneofthemostsignificantcommunicationtoolsusedtoappealcustomers Zakia,RD&Nadin,M1991,Semiotics,AdvertisingandMarketing,Journalofconsumermarketing,vol.2,no2,pp.5-12.

.Alogoshouldprovidecustomerarecognisable,familiarandconsensuallyheldmeaning Robertson,K1998,Strategicallydesirablebrandnamecharacteristics,thejournalofconsumermarketing,vol.6,no.4,pp.61-71.

.ThelogoforSuritysoftwarewillbeadiamondshapewhereHuaTuo'simageisfoundinside.ThisnotonlyassociatesaprestigeimageofHuaTuowiththeproductbutalsoenhancesthecredibilityofthebrand.ThislogosymbolizesasuperiorimageofSurity'ssoftwarerelativetoitscompetitorsanditenhancestheprestigeimageofSurity'sTCMsoftwareinthemarket.

Slogan

AsloganhelpsSurity'sTCMsoftwareincreaserecognitionanddifferentiateitsbrandfromcompetitors Kohli,C,Leuthesser,L&Suri,R2007,GotSlogan?Guidelinesforcreatingeffectiveslogans,BusinessHorizons,vol.50,no5,pp415-422.

.ThesloganofSurity'sTCMsoftware"Genuineprofessional"ispurposedtoconvincecustomersthatSurity'sTCMsoftwareisgenuinelyprofessionalanddifferentfromotherTCMsoftware.Aprofessionalimagewillalsobeenhancedusingthisslogan.

Genuineprofessional

Brandimage

Abrandimageistheassociationsofabrandinconsumer'smind.Inordertobuildupaprestigebrand,theimageofSurity'sTCMsoftwareshouldbeassociatedwith'professional','prestige','helpful','genuine','accurate','traditional','reliable','familiar',and'warm'.Table2illustratesthedesiredbrandassociationsforHuaTuoNo.1.

Table2:DesiredbrandassociationsofSurity'sTCMsoftware

5.13Packing

AccordingtoKeller,oneofthebestwaytobuildupabrandimageisusingproductpackaging Keller,KL2008,Strategicbrandmanagement:Building,MeasuringandManagingbrandequity,Prentice-Hall:NewJersery,USA.

.Adistinctivepackagecanmotivatecustomerstopurchasetheproduct Zaichkowsky,JL2010,Strategiesofdistinctivebrands,Brandmanagement,vol.17,no.8,pp.556.

.TheSurity'sTCMsoftwareuseHuaTuo'simageasthepackagewhichportraitsaprofessionalandprestigeimage.Inaddition,goldisusedforthecolourofthepackage.GoldsymbolizesaprestigestatusasKingofdifferentdynastiesinChinausedgoldtosymbolizetheirsuperiorpower.ThispackagecanbuildupaprestigeimageforSurity'sTCMsoftwareasmostTCMpractitionerscomefromSouth-EastAsia.

Table3:TCMsoftwarepackaging

Productlifecycle

Theclearrecognitionofproductlifecycleisimportanttodeliversuperiorconsumervalue.Kahndemonstratesthatdeliveringsuperiorcustomervalueisoneofthebestwaytodifferentiateproductsfromcompetitorsanddrivesuccessfulbusinesses Kahn,KB2005,ThePDMAHandbookofNewProductDevelopment,accessedto26/09/2011,/shop_pdma_description.cfm?pk_store_product=12.

.Surityshouldadjustitsbrandingstrategyatdifferentstagesofproductlifecycle.Intheintroductionstage,creatingawarenessamongearlyadaptersiscrucial13.Whentheproductlifecyclereachesthegrowthstage,itisimportanttoenhancethebrandimage13.Maturityalongwithfiercecompetition,alargenumberofcompetitorsexitthemarketplace,brandingstrategyshouldfocusonpreventingbrandswitching 13Anderson,CR&ZeithamalCP1984,Stageoftheproductlifecycle,businessstrategy,andbusinessperformance,Theacademyofmanagementjournal,vol.27,no.1,pp5-24.

.Table1illustratestheproductlifecyclediagram.

Table1:Productlifecyclediagram 14Day,GS1981,TheProductLifeCycle:AnalysisandApplicationsIssues,

TheJournalofMarketing

,vol.45,no.4,pp.60-67.

15Park,CW,Jaworski,BJ&MaclnnisDJ1986,Strategicbrandconcept-Imagemanagement,

TheJournalofMarketing

,vol.50,no.4,pp135-145.

Summary

ProductdesignandbrandingstrategiesareimportantforincreasingthevalueofSurity'sTCMsoftware.Surity'sTCMsoftwareshouldbedesignedtobeusefulandreliablewithuserfriendlyinnature.Itshouldhavesimilarconvenientfunctionsasitscompetitorssuchasinvoiceprocessingandrecordkeeping.AprestigebrandingstrategyshouldbeadoptedbySurityasitreducesperceivedriskbycustomersanditsownriskofstrugglingwithfuturefinancialconstraints.Differentemphasisonbrandingstrategiesshouldbeusedatdifferentstagesoftheproductlifecycle.Surity