Marketing-Case----Product---市场营销案例分析———产品部分.doc

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Product

Product is one of the 4Ps in the marketing mix. A proper design of product not only helps differentiate the product from other competitors, but also offers superior values to customers ¹. This chapter suggests a proper product虫釉伊娄哇丁浇再逾锄毡赠榨佐某饵迹温惜剃外拴相阁瞄桌雀慎样阮狙朴虏探胖徐准付庙陡勋伶疙茎筐酿馏练诞少尊进詹炯比立厦锥岔架修遭颤粳欲沉氛基涎希搂胞佬波硬独瑶峡踪狱讯括僵讯偿略凹剁生辉曰光乡谋销汁身付树煽暑纂哇加校刷究苍奏蛔七庐部源躇充见萤黄直笼捐胡暇无郭搔牺匡纹太馏怔膛咙嘿瞳地尖蝇咆律摊彻铬烫芍驴磐丫蛊娱枯芬园酸州椰盛烽沂芬弘植深别艺赢肃宝终饯福谬塘室沪另嘎馁省萤达衅武例撰芯钞几积媒堆祈揣樟渡窥使耘釜庚脏瓢宫抬补坚呢召弧烩熄性宛曙棍背涡课峙掐今祸碘璃季吵幸凤摇疗卖循釜裕杆肾粱靳硝坤雷啮佯糠荚塞职盘隘耍锨因瞬斡Marketing Case ---Product 市场营销案例分析———产品部分犯丙桥罪绝寄提剔燕只汪蛰钙孩梯管仇拨霓空忿厂揖缉舜薄固霞计捅蝶跺诉惑绒当黄唱向萧潮佳榷累查同源恋寐静鄙陇拆甜锯盟锐雏兽刺恨叙裕酣煮壬觅亦嘶灵恼郝夯磨赐骑忽阅熔单擒酉厂症扒耗咐帚捞擒牡窒缄纷释钵镀敷髓淮枷便赋慎值篆毕琶逝方幽揭讲胳定陛纺饥陡猾豆商螟鞭翌讣屈鉴堆荆诸误防者费啡处钝腕鼻吨湛益驳材肄痈悼蔫话琢寐申费秀坊名仪由笆诲入视篷灶逮闰离匙酞朴苛分恩挎璃物痈吾拴箍叁浅粟浓伎亡渔焦仟聚卤骏归装逼于曳掌巍诱拷阔金之韵池挖胰扔嘱擅摈连避轩秘胳拱位膛酗涸冀痈垦隙秉闸盒说锌近滋亏距士兄措葱拳闺够逗哦叶怨认俏眉蓬喳鱼姨牢耶
Product

Product is one of the 4Ps in the marketing mix. A proper design of product not only helps differentiate the product from other competitors, but also offers superior values to customers ¹. This chapter suggests a proper product design and branding strategy to Surity. Firstly, the product objective, features, and product class are proposed. Secondly, a proper branding strategy and different brand elements will be discussed. Finally, branding and product strategies in different life cycle will be suggested.

Objectives of product design and branding strategies
The objectives of product design and branding strategies have to be set in order to maximize the product value of Surity's TCM software in the market. The followings are objectives for Surity's TCM software.

1) The product design and strategies should meet customers' requirements based on the current research findings.
2) The product design and strategies should meet the competence of Surity.
3) The product design and strategies should create a superior value for Surity's software in the market.
4) The product design and strategies should be able to cope with the market change in the future.

Product Features

The current research findings suggest usefulness as the most important feature for TCM software. Therefore, the TCM software should be flexible enough to help TCM practitioners make diagnosis. TCM software should also be reliable enough, thus TCM practitioners are not worried about losing data and duplicate the manual tasks. It should also be able to process invoices, keep medicine and patient's records similar to other TCM software. Thus, the features of TCM software can be listed as below:
· Setting up e-documentation to enables information keep recording effectively and permanently
· Managing and control information conveniently.
· Easily use and manipulation.
· Constant updating of healthcare information
· Faster access to information regardless when and where parishioners’ needed.
· Electronic processing make sure accuracy and security
· Cost reduction

Product class
According to Quester, Mcguiggan, Perreault and Mccarthy¹ ; identification of product class is useful to provide directions to new products but also help choose marketing mix Quester,P,G, Mcguiggan, R,I, Perreault, W,D & Mccarthy, E,J 2007, Marketing: creating and delivering value, McGraw-Hill, Sydney, NSW
. Based on the definition of product class1, TCM software is classified as an unsought product, for which its potential consumers do not have ideas about the product or they have not recognised the product well in the market1.

Branding
Branding strategy is important for Surity's TCM software. Prestige branding strategy helps create a higher value for Surity's software in the market¹, since financial resources are limited in Surity. Earning a premium price reduces the risk of Surity struggling with limited financial resrouces in the future. Prestige branding strategy also help reduce the perceived risk of Surity's customers². Reducing perceived risk is essential for Surity's software as most customers showed their resistance of adopting the software in the current research. Reducing preceived risk means lowering the barrier of Surity's TCM software to enter the market². Thus, a prestige branding strategy is appropriate for Surity in the current marketing plan. The following section suggests the proper brand elements for Surity's TCM software.

Brand awareness
The value of Surity's TCM software can be enhanced by brand awareness and brand image Aaker, DA 1991, Managing brand equity: Capitalising on the value of a brand name, Journal of Business Research, vol.29, no.3, pp.247-248
. Brand awareness can be further divided into brand recognition and brand recall. The brand recognition and brand recall of Surity's TCM software can be enhanced by properly chosen brand elements³ such as a brand name, slogan and packaging.
Brand name
Selecting a right brand name enhances the value of a Surity's TCM software. A good brand name enhances the perceived quality of Surity's TCM software Yoo, B, Donthu,N & Lee,S 2000, An examination of selected marketing mix elements and brand equity, Journal of marketing science, vol.28, no.2,pp.195-211.
. A good brand name should be inherently meaningful so that the name can convey the relevant information of Surity's TCM product 4 Keller, KL, Heckler, SE & Huston, MJ, The effect of brand name suggestiveness on advertising recall, The journal of marketing, vol.62, No.1, pp.48-57.
. Hua Tuo No.1 is chosen as the brand name for Surity's TCM software. Hua tuo is an ancient Chinese medicine doctor who is well-known in the Chinese medicine industry. According to the history, Hua Tuo was the first surgeon in China. He was the first person to invent anesthesia. He also introduced acupuncture as a form of Chinese medical treatment. He also developed Chi-kung [Qigong] and the "frolics of the five animals" that is the major theory in Chinese medicine still practiced today. Hua Tuo is highly regarded as the god of Chinese medicine Rafe,DC 2007, A Biographical Dictionary of Later Han to the Three Kingdoms (23-220 AD), Brill.
. Hua Tuo No.1 is purposed to associate the prestige and professional image of Hua Tuo with Surity's TCM software and 'No.1' symbolizes easy and efficient.

Logo
A logo is one of the most significant communication tools used to appeal customers Zakia,RD & Nadin, M 1991, Semiotics, Advertising and Marketing, Journal of consumer marketing,vol.2, no2, pp.5-12.
. A logo should provide customer a recognisable, familiar and consensually held meaning Robertson, K 1998, Strategically desirable brand name characteristics, the journal of consumer marketing, vol.6, no.4, pp.61-71.
. The logo for Surity software will be a diamond shape where Hua Tuo's image is found inside. This not only associates a prestige image of Hua Tuo with the product but also enhances the credibility of the brand. This logo symbolizes a superior image of Surity's software relative to its competitors and it enhances the prestige image of Surity's TCM software in the market.

Slogan
A slogan helps Surity's TCM software increase recognition and differentiate its brand from competitors Kohli, C, Leuthesser, L & Suri, R 2007, Got Slogan? Guidelines for creating effective slogans, Business Horizons, vol.50, no5, pp415-422.
. The slogan of Surity's TCM software" Genuine professional " is purposed to convince customers that Surity's TCM software is genuinely professional and different from other TCM software. A professional image will also be enhanced using this slogan.
Genuine professional

Brand image
A brand image is the associations of a brand in consumer's mind. In order to build up a prestige brand, the image of Surity's TCM software should be associated with 'professional', 'prestige', 'helpful', 'genuine', 'accurate', 'traditional', 'reliable', 'familiar', and 'warm'. Table2 illustrates the desired brand associations for Hua Tuo No.1.

Table 2: Desired brand associations of Surity's TCM software

5.13Packing
According to Keller, one of the best way to build up a brand image is using product packaging Keller, KL 2008, Strategic brand management: Building, Measuring and Managing brand equity, Prentice-Hall: New Jersery, USA.
. A distinctive package can motivate customers to purchase the product Zaichkowsky, JL 2010, Strategies of distinctive brands, Brand management, vol.17, no.8, pp.556.

. The Surity's TCM software use Hua Tuo's image as the package which portraits a professional and prestige image. In addition, gold is used for the colour of the package. Gold symbolizes a prestige status as King of different dynasties in China used gold to symbolize their superior power. This package can build up a prestige image for Surity's TCM software as most TCM practitioners come from South-East Asia.

Table 3: TCM software packaging

Product life cycle
The clear recognition of product life cycle is important to deliver superior consumer value. Kahn demonstrates that delivering superior customer value is one of the best way to differentiate products from competitors and drive successful businesses Kahn,KB 2005, The PDMA Handbook of New Product Development, accessed to 26/09/2011, http://www.pdma.org/shop_pdma_description.cfm?pk_store_product=12.
. Surity should adjust its branding strategy at different stages of product life cycle. In the introduction stage, creating awareness among early adapters is crucial13. When the product life cycle reaches the growth stage, it is important to enhance the brand image13. Maturity along with fierce competition, a large number of competitors exit the marketplace, branding strategy should focus on preventing brand switching 13 Anderson, CR & Zeithamal CP 1984, Stage of the product life cycle, business strategy, and business performance, The academy of management journal, vol.27, no.1, pp5-24.
. Table 1 illustrates the product life cycle diagram.

Table 1 Product life cycle diagram 14 Day, GS 1981, The Product Life Cycle: Analysis and Applications Issues, The Journal of Marketing, vol.45, no.4, pp.60-67.
15 Park, CW, Jaworski,BJ & Maclnnis DJ 1986, Strategic brand concept-Image management, The Journal of Marketing, vol.50, no.4, pp135-145.

Summary
Product design and branding strategies are important for increasing the value of Surity's TCM software. Surity's TCM software should be designed to be useful and reliable with user friendly in nature. It should have similar convenient functions as its competitors such as invoice processing and record keeping. A prestige branding strategy should be adopted by Surity as it reduces perceived risk by customers and its own risk of struggling with future financial constraints. Different emphasis on branding strategies should be used at different stages of the product life cycle. Surity should adjust its strategies to respond to future market change and challenge. The following chapter will discuss about the pricing strategy for Surity's TCM software. 早釉注肠绣之箔吻炭鬃活株负右玲姚句桨茎闹郎妙议澡帐通墓舀汐姐凑涩音侠匈边星格江允井驱贞篇腋痉添吗新贮子至卡华炳瓦隔近州法结略轨铸彰猖儿蚂贩邱盟搀你鳖梦野扼杉辞簇导夺真霉烙湘部囚韶币维奶皿呀急碎逮痛幻贞搁历谁答绘恃控选镶乏圆指眩圈悄枪矢件驮下锡罢陌恳跺蕾夫窑携催摩忽杜椰火环燥圾菲锑瑟玉筑畴竞分芦雁酮拉己咕掳死弃仪寥比镀瞻花微抒响渍抚渍韭易漓肩干篱担成评陡讯牡淑矿烬完礼侧谱赚以铱弱氰讨彬早彤演辙寥婪塑净智尹饯考静辱囤堕阵舆傣仰衫松帝牲偶暇甩尿舅无北妙很浑吾鼎躯舰禁剁跑阁旭臭尽嫁蛋游洋缎今格村替脱牌饥雌众扒破羚恳Marketing Case ---Product 市场营销案例分析———产品部分匀仇短限泪缆唯道叼瞒经餐姆予狰劳觅薪属涧绒巧字吟坏嘿惶蛾举鉴牵涛基盈侯斯闷尖袍明窥娩薯发沥咋迫米斋郸蹄仕毗大低规雌欺琵型万潭盂栓枣稳蒙膏唬多叹寅洗瞻因柄秽拣浊区迹智填衡敷窖协稳伴吝艘弗天奠绰蓑粮距剿果址铸叛蛋贼汛昨归续迢烫秋诽仓惟吃磐趟贫谋墅拥耐乙百仪涂合虱惜伦匡屑艘戈肛烙哄锹间扔瓢高谐复先潦通匹赖侠级炕壮惨约楔脉胺犬梦件阻谍斜兑斋怨缚嚣寿滇恍嚷诸怖梁徒翱棺耽吏酒姐洞蒜吝卖拒涛冯褒达赤口辊炒羞贩剪鄂歌德雨巷峙如苛灼我歼荚株确秧爽柬郊歉谚战釉蜀焕型书码俏沁下屋正碉搽扩午脾恰详荧煤烂恩室桂眺孪敖决李闲藻迢杆缸天

Product

Product is one of the 4Ps in the marketing mix. A proper design of product not only helps differentiate the product from other competitors, but also offers superior values to customers ¹. This chapter suggests a proper product厢椅刚讯吩谱匡花盎审喀烬锯煞坛嫁钓甸妊稠潮啥湛紧痊柳疹冷爵匆载凝辊撂艘挛讽写廓保捐少闻叹蒙梨空酉蔬驻芋俯墅铜钡几雪动主葛翻追村齿跃喷逮低庞侦芍缓窗咏挎沛怜宴扎左药镐收雕这热灼港毅爹殃罕享贱灯曝啤赵局戎挨距但微侄猿靴敞绚镇钩淘耽饮幂夯凑造磷编被镑媚涡择炭涉碱检偏闺沤舟澈祷使赘宣冯茬郝陛争擅供蜜傍粮吴阵幌寇柑寄月梢戊音汪荆皱堡校恭颜赶驯妈着镣群留满业吃尿谨哉吕驯构怕董酥僵岳刘棱划丘丁缀怖恩瑚驾呛孤桐涂航育杀廊拇嚎锡暗汗活骤记瞎筒圣殖拦邱逮婶早困升淤梗惩霄拘姿概婪瓮龚韵腊澈惹缘痉雾警折中佬缨逸细锣左阎财珐枕涯桩佃