35 l Product Fundamentals (Classifications & Product Levels)

In this lecture from Strategy & Planning, we dive into the Product element of the marketing mix, exploring its role, classifications, and key strategies for success.

The session covers the different types of products and their characteristics, including convenience, shopping, specialty, and unsought products, and discusses how understanding these classifications helps marketers craft targeted strategies for various customer segments.

Key topics include:

What constitutes a product in marketing and why it’s central to the marketing mix

Understanding and applying product classifications (B2C and B2B)

The three levels of a product: core, actual, and augmented

How product positioning, packaging, and branding enhance the customer experience

Real-life UK examples from brands like Dyson, Hovis, and Tesco

How packaging plays a crucial role in branding and customer perception

Exploring how to adapt strategies based on product life cycle stages and market demands

This session is ideal for learners studying Marketing Level 6, apprenticeships, or CIM-aligned programmes, providing practical insights into product development, portfolio management, and effective brand positioning.
#BCGMatrix #ProductDevelopment #ProductLifeCycle #MarketingMix
#ProductStrategy #kentbusinesscollege

Видео 35 l Product Fundamentals (Classifications & Product Levels) канала Kent Business College