ET00110267
MARKETING, THE: 4 - THE MARKETING MIX: PRODUCT
An exploration of what most marketers would regard as the most important element of the Marketing Mix: Product.
PART 1 (15 mins): All About The Marketing Mix: Product. An introduction into the essentials of "product". What is value analysis? How is it done? What is the product life cycle? How can a business extend the life of a product? What is meant by brand extension? Also includes the Boston Matrix as a way of analysing a product portfolio.
PART 2 (8 mins): Case Studies In Value Analysis. Apple iPad compared to the Panasonic Toughpad. Tesco's Everyday Value range.
PART 3 (8 mins): Cash Cows, Stars & Dogs: Coca Cola is the cash cow that has funded new products, including "dogs" such as New Coke and Dasani in UK. Apple's come-back cash cow was the iPod, but that has been superseded by iPhone and iPad. McCain Foods' Oven Chips are the cash cow that has funded many variants.
~ Value Analysis
~ Product Life Cycle
~ Product Portfolio
~ Boston Matrix
~ Product Differentiation
~ Brand Extension/Product Extension
DVD
31 minutes
2013
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