MindMap Gallery Product Strategy
Product strategy mind map of marketing strategy, including product concept and product classification, product portfolio, product life cycle, new product development, trademark strategy, packaging strategy, etc.
Edited at 2021-12-16 14:32:30One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
One Hundred Years of Solitude is the masterpiece of Gabriel Garcia Marquez. Reading this book begins with making sense of the characters' relationships, which are centered on the Buendía family and tells the story of the family's prosperity and decline, internal relationships and political struggles, self-mixing and rebirth over the course of a hundred years.
Project management is the process of applying specialized knowledge, skills, tools, and methods to project activities so that the project can achieve or exceed the set needs and expectations within the constraints of limited resources. This diagram provides a comprehensive overview of the 8 components of the project management process and can be used as a generic template for direct application.
Marketing strategy
Product Strategy
1. Product concept and product classification
(1) Product concept
Narrow concept: refers to the tangible entities produced by producers through production labor and used to meet the needs of consumers.
Broad concept: not only refers to the basic material attribute of product entity, but also includes a series of tangible or intangible characteristics such as product price, packaging, service, delivery time, brand, trademark, corporate reputation, advertising and publicity.
Overall concept:
1. Core interests. It refers to the actual benefits that a product can bring to consumers, that is, the function and performance of the product.
2. Basic product: refers to the specific appearance of the product entity that consumers need. It is the manifestation of the core product, the entity provided to the market and the facial features that Laowu can identify for customers.
3. Expected product: refers to a set of product attributes and conditions that buyers usually hope for and default when purchasing a certain product.
4. Additional products: refers to all additional benefits and services that consumers obtain when purchasing products.
5. Potential products. It refers to all the additional parts and newly added functions that a product may eventually implement.
(2) Product classification
1. Classification by product use
2. Classification by product durability and tangibility
3. Divide according to the mutual influence and role of sales between products
2. Product portfolio
(1) Concept: refers to the combination of all product lines and product varieties produced and operated by an enterprise, that is, the entire product structure.
(2) Product portfolio strategy
1. Expand product portfolio strategy
2. Reduce product portfolio strategy
3. Product line extension strategy
(1) Extend upward
(2) Extend downward
(3) Two-way extension
3. Product life cycle
(1) Concept: refers to the entire time process from the successful trial production of a product to the market until it is eliminated by the market.
(2) Characteristics and corporate strategies of each stage of the product life cycle
1. Import stage
2. Growth stage
3. Mature stage
4. Decline stage
(3) Methods to judge the life cycle of enterprise products
1. Qualitative analysis: (1) Experience analogy method. (2) Feature analysis method.
2. Quantitative analysis: (1) Product popularity judgment method. (2) Sales growth rate ratio method.
4. New product development
(1) Concept: Any product that consumers think is new and can gain new satisfaction from it and that is acceptable is a new product.
(2) Classification
1. From the market perspective and the technical perspective, new products can be divided into two categories: market-based and technology-based new products.
2. According to the novelty of new products, they can be divided into brand-new products, replacement new products, improved new products, new textile products and new brand products.
3. According to the regional characteristics of new products, they can be divided into international new products, domestic new products, regional new products and enterprise new products.
(3) New product development methods: (1) Independent research and development. (2) Technology introduction. (3) Combining research and development with technology introduction. (4) Collaborative research. (5) Contractual new product development. (6) Purchase patents.
(4) Procedures for developing new products
1. Generate ideas. Source of idea:
(1) Customer
(2) Enterprise employees
(3) Competitors
(4) Scientific and technological personnel
(5) Middlemen
(6) Other sources
2. Screen ideas
3. Concept formation and testing
4. Initial marketing plan
5. Business analysis
6. Product development
7. Market trial sales
8. Officially launched
(5) New product development strategy
1. Leading strategy
2. Follow the transcendence strategy
3. Series extension strategy
5. Trademark Strategy
(1) Types of trademarks
1. Classification according to the composition of trademarks
(1) Word trademark (2) Graphic trademark (3) Symbol trademark (4) Combination trademark
2. Trademarks classified by purpose
(1) Business trademark (2) Product trademark (3) Class trademark
3. According to different classifications of users
(1) Manufacturing trademark (2) Sales trademark
(2) Design requirements for trademarks
1. Marking
(1) The design is novel and unique, with distinctive features and unconventional.
(2) Highlight key points and distinguish priorities.
(3) Simple and clear, easy to recognize, spell and remember.
2. Adaptability
(1) It is easy to use on various occasions and in various communication media, and is helpful for enterprises to carry out promotional activities.
(2) Adapt to the psychological needs of consumers and meet their new, novel and practical psychological needs.
(3) Adapt to the hobbies of domestic and foreign objects and avoid taboos.
(4) Adapt to domestic and foreign trademark regulations and facilitate application for registration.
3. Artistry
(1) Target consumer psychology and inspire Lenovo.
(2) The ideological content is healthy and has no harmful meaning.
(3) Design a proper name.
(3) Trademark strategy
1. Trademark and non-trademark strategies
2. Manufacturing trademark and sales trademark strategy
3. Family trademark strategy
4. Product trademark and grade trademark strategy
5. Update trademarks and promote trademark strategies
6. Packaging strategy
(1) The concept and function of packaging
1. Concept: Packaging refers to a series of activities that design and produce containers or packaging, and contain or wrap products. 2. Divided into three levels: direct packaging, indirect packaging and transportation packaging. 3. Function: (1) Protect the product. (2) Easy to use. (3) Beautify the product. (4) Increase the value of the product. (5) Promote sales.
(2) Development of packaging and requirements for packaging design
1. The development of packaging. (1) The emergence of self-service methods. (2) The improvement of consumption level. (3) Establishment of corporate and brand image. 2. Packaging design requirements. (1) Effectively protect the product; (2) The packaging design is novel, unique, beautiful, and in line with the aesthetic psychology of consumers; (3) Economical and practical, and consistent with the value or quality of the product; (4) The customs of the nation should be respected Habits and cultural background; (5) It should provide convenience for transportation, sales, storage, carrying, use, etc.; (6) Packaging should be able to accurately convey the information of the product; (7) Packaging should be consistent with the nature and style of the product.
(3) Packaging strategy
1. Similar packaging
2. Grade packaging
3. Combination packaging
4. Reuse packaging
5. Comes with gift packaging
6. Innovative packaging