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Samenvatting Productbeleid
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SAMENVATTING PRODUCTBELEIDDina Warnez
2022-2023
,Inhoudsopgave
Inleiding........................................................................................................................................................ 3
Strategisch kader..................................................................................................................................................3
Doel van marketing..............................................................................................................................................3
Belang van productbeleid....................................................................................................................................3
Doel van productbeleid........................................................................................................................................4
Hoofdstuk 1: Wat is een product?.................................................................................................................. 4
Producten en diensten..........................................................................................................................................4
Niveaus van producten.........................................................................................................................................5
Classificaties van producten en diensten.............................................................................................................5
Consumentenproducten..................................................................................................................................5
B2B-producten.................................................................................................................................................6
Product in de brede zin....................................................................................................................................6
Hoofdstuk 2: Productbeslissingen.................................................................................................................. 6
Beslissingen over afzonderlijke producten...........................................................................................................6
Product- en dienstkenmerken.........................................................................................................................6
Merk.................................................................................................................................................................7
Verpakking.......................................................................................................................................................7
Etikettering.......................................................................................................................................................8
Productondersteunende diensten...................................................................................................................8
Productlijnbeslissingen.........................................................................................................................................8
Lengte van de productlijn................................................................................................................................8
Uitrekken of Line stretchting...........................................................................................................................9
Opvullen of Line filling...................................................................................................................................11
Kannibalisatie.................................................................................................................................................12
Beslissingen over het assortiment......................................................................................................................12
Dimensies van het assortiment.....................................................................................................................12
Merknaam van de productgroep...................................................................................................................13
Hoofdstuk 3: Marketing van diensten........................................................................................................... 15
Het wezen en kenmerken van diensten.............................................................................................................15
Dienstencontinuüm............................................................................................................................................16
Toenemend belang van toegevoegde waarde..............................................................................................16
Toenemend belang van diensten..................................................................................................................17
Interactieve consumptie................................................................................................................................20
Marketingstrategieën voor dienstverlenende bedrijven..............................................................................21
Hoofdstuk 4: Productinnovatie..................................................................................................................... 23
Wat is innoveren?..............................................................................................................................................23
Redenen voor innoveren....................................................................................................................................23
Risico’s van innoveren........................................................................................................................................24
Soorten innovaties..............................................................................................................................................26
Hoofdstuk 5: Productontwikkeling............................................................................................................... 29
1
, Genereren van ideeën........................................................................................................................................29
Ideeën screenen..................................................................................................................................................31
Ontwikkeling en testen van het concept............................................................................................................31
Ontwikkelen van een marketingbeleid...............................................................................................................32
Bedrijfseconomische analyse.............................................................................................................................32
Productontwikkeling..........................................................................................................................................32
Testmarketing....................................................................................................................................................33
Commercialisering..............................................................................................................................................33
Hoofdstuk 6: Succesvolle marktintroductie..................................................................................................33
Inleiding..............................................................................................................................................................33
Besluitvorming bij de aankoop van nieuwe producten......................................................................................33
Besluit.................................................................................................................................................................38
Hoofdstuk 7: Productlevenscyclusstrategieën...............................................................................................39
Inleiding..............................................................................................................................................................39
Productontwikkeling..........................................................................................................................................39
Introductiefase...................................................................................................................................................41
Groeifase............................................................................................................................................................42
Volwassenheidsfase...........................................................................................................................................44
Neergangsfase...................................................................................................................................................46
Besluit.................................................................................................................................................................47
Hoofdstuk 8: Strategie als leidraad voor productontwikkeling......................................................................48
Inleiding..............................................................................................................................................................48
Missie en organisatiestrategie...........................................................................................................................48
Klantwaarde en innoveren.................................................................................................................................48
Waardestrategieën en innoveren......................................................................................................................51
Blauwe Oceaanstrategie....................................................................................................................................53
Besluit.................................................................................................................................................................54
2
, Inleiding
Strategisch kader
• Situering van productbeleid
• Hiërarchie van strategieën
• Binnen de organisatie heb je verschillende afdelingen met elk een
verantwoordelijke (marketingstrategie, personeelsstrategie, productstrategie…:1-3
jaar) bv. personeelsverantwoordelijke: vacatures opstellen, voldoende personeel
etc.
• Daarna alles gaan uitwerken op vlak van de 4 P’s
Doel van marketing
• Afnemers aantrekken en behouden
Hoe?
Klanten overtuigen: doen we adhv STP
• Segmenteren: massamarkt opsplitsen in verschillende segmenten
• Targeting: doelgroep gaan bepalen
• Positionering: hoe je je gaat differentiëren van de concurrent
Belang van productbeleid
•Basis voor de realisatie van organisatiedoelen
Alles start bij een ‘goed product’
Vraag: behoeftebevrediging
• Middel om klanten aan te trekken en te behouden
Product: bv. verpakking etc
Voorbeeld: BN kwam tot de vaststelling dat ze minder verkochten, dus hun product vond
minder de weg naar de klant. Dit is een convenience good. Ze hebben hierover een
analyse gedaan en ze kwamen tot de conclusie dat ze weinig promotie maakten. De
verkoop daalde nog steeds, ookal voerden ze meer promotie. Uiteindelijk bleek dat de
klanten de koekjes gewoon niet lekker vonden Alles start dus bij een goed product!!!
Eerst strategisch gaan begrijpen (bv. lekkere koek) wat de klant wil en daarna kijken hoe
de communicatie moet worden aangepast (bv. meer promotie)
3
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