ProductPresentation實用教案

1、Buying Products On-lineWarm-up ActivityWhat types of products do you purchase on-line, such as CDs?Why do you purchase them on-line?Why dont you buy these products elsewhere?Does low price mean poor quality?第1頁/共18頁第一頁，共18頁。OutlineProduct PresentationThe Product Life CycleNeed for NEW ProductsGroup

2、Activity (partners)Unique Selling PropositionGroup Presentations (partners)Product Development ProcessSummaryValue Proposition第2頁/共18頁第二頁，共18頁。 TimeProductDevelopmentIntroductionProfitsSalesGrowthMaturityDeclineProduct PresentationSales & Profits During Products LifetimeHow long will it take to

3、complete the cycle?第3頁/共18頁第三頁，共18頁。Product Presentation4 out of 5-puchases occur in stores, andthe most influential factors are:#1 PRICE; #2 PRODUCT VALUE; #3 QUALITYThree Special Categories 第4頁/共18頁第四頁，共18頁。Product PresentationTimeABCD(1)(1) A is at maturity stage Generating money for the developm

4、ent of D(2)(2) Cash from B is used to support C through growth stage and to launch product D(3)(3) Funds from C is used to support the growth of D and possibly to finance an extension of BNew products supply money to extend sales of existing productsWhat are the KEY drivers for new products?Sales第5頁

5、/共18頁第五頁，共18頁。Product PresentationProduct Quality improvement: Aim to increase the products functional performanceProduct Feature improvement: Add new features, such as size, to enhance convenienceProduct Style improvement: Increase the products appeal, such as new packagingBut, what is the KEY driv

6、er for NEW products?Market changes: Consumers have changing needs, due to technological advancements, social forces, different interests, etc.第6頁/共18頁第六頁，共18頁。Group ActivityProduct PresentationList the followingfactors in the order that influenced you to buy your cell phone:a) PRICEb) PRODUCT VALUEc

7、) QUALITYd) BRAND NAME第7頁/共18頁第七頁，共18頁。Product PresentationNew Product DevelopmentNew Product DevelopmentShould a new product be designed (original design or newly-invented)?Should the existing product be modified to better satisfy customer needs?Should the product be expanded into another form to o

8、pen a NEW market or gain more current market coverage?第8頁/共18頁第八頁，共18頁。Product PresentationNew Product DevelopmentNew Product DevelopmentThe design process is a series of technical steps in the product development process.What is value and how is it measured?第9頁/共18頁第九頁，共18頁。Product PresentationUniq

9、ue Selling PropositionUnique Selling PropositionReasons for consumers to be attracted and buy specific products / services 1) Essential to obtain brand loyalty2) Enlarges the distance between competitors 3) Excites consumers, and creates interest to buy第10頁/共18頁第十頁，共18頁。Product PresentationUnique Se

10、lling PropositionUnique Selling PropositionLets understand the ways your customers benefit from buying your product / service1) Why do customers buy your product / service?2) How is your product / service unique? 3) What is your competitive advantage?4) Is your product / service specialized?第11頁/共18

11、頁第十一頁，共18頁。Product PresentationValue PropositionValue PropositionUnderstand “Value Proposition”, and the ways of adding “value” to products1) Define target audience via needs & values2) Know how your product / service is valued3) Create value proposition aligned to needs4) Add features to separa

12、te from competitors5) Measure market acceptance and consider making alterations in later revisions based on willingness to pay more money for the product第12頁/共18頁第十二頁，共18頁。GroupWork!Step 1: Select any product inside the room to present.Step 2: List the reasons why people buy it; realize its value pr

13、oposition.Step 3: Compare product features to its competitors (uniqueness).Step 4: Present the product highlighting its value to customers.Product Presentation第13頁/共18頁第十三頁，共18頁。Product PresentationAppealingInterestingInformativeProfessionalPresentation GuidelinesPresentation Guidelines第14頁/共18頁第十四頁

14、，共18頁。Product PresentationPresentation TipsPresentation TipsGood presentations have good structures:1) Welcome the audience2) Self-introduction (who are you?)3) Topic of presentation (product presentation)4) Outline presentation (body, divide into parts)5) Give a short summary6) Include Q & A第15頁/共18頁第十五頁，共18頁。Product PresentationSummaryProducts have life cyclesAdapt new products to changing marketALL products have valueSeparate your product from competitorsAlign products to customer needsHighlight product Value PropositionPresentations requ