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CHAPTER 13: SETTING PRODUCTSTRATEGY Product Characteristics,

Classifications and DifferentiationsGROUP 8

Product: Laptops

Product Characteristics and Classifications

FIVE PRODUCT LEVELS

Core Product: Portability and on!"ni"n"#

Actual Product: Sr""n$ %"yboard$ &"b a'$ (ro"))or$ RA*$ batt"ry$ tra% (ad and +ard dri!"#

Expected Product: ,-ality$ .att"ry li/"$ /a)t (ro"))or$ li0+t &"i0+t$ &ir"l")) onn"ti!ity and +i0+

)tora0" a(aity#

Augmented Product: Colo-r)$ d")i0n)$ )tyl"$ a"))ori")$ to-+ )r""n)$ 0ra(+i)$ &arranty and 0a'in0

a"))ori")#

Potential Product: Can a-to'atially )&it+ on t+" "l"troni) in t+" +o-)" dri!" a ar$ a la(to( t+at an

b" -)"d -nd"r&at"r$ t+at i) -nbr"a%abl" and )"l/2l"anin0 and +a) a (ani b-tton#

PRODUCT CLASSIFICATION

Durailit! and Tangiilit!"A la(to( i) a d-rabl" 0ood# a(to(4) d-rability i) b"t&""n 32 5 y"ar)# A

la(to( i) -)"d /or 'any (-r(o)")# T+" at"0ori") ar" .-)in"))$ E!"ryday -)"$ Ent"rtain'"nt$ 0a'in0 "t#

a(to() ar" tan0ibl" (rod-t)#

CONSU#ER $OODS CLASSIFICATION

T+" (rod-t) ar" la))i/i"d into Con!"ni"n"$ S+o((in0$ S("ialty and Un)o-0+t

In t+" on)-'"r 0ood) la))i/iation la(to() o'" -nd"r t+" %pecialt! good b"a-)" la(to( i)

"6traordinary or -ni7-" "no-0+ (rod-t to 'oti!at" ("o(l" to 'a%" an -n-)-al "//ort to 0"t it#

Differentiations

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1# Form: a(to() t+")" day) +a!" 'any /or')# T+"y o'" in di//"r"nt olor) a) o//"r"d by HP$

D"ll and aio# T+"y al)o o'" in di//"r"nt )i9") li%" t+" N"tboo%) )'all"r !"r)ion o/ la(to();

and &idt+) and &"i0+t) li%" t+" )li' la(to() and -ltra(ortabl" la(to()#

? d"0r"")$ or la(to() t+at +a!" a lon0"r batt"ry li/"

li%" "no!o$ to-+ )r""n)$ /in0"r r"o0nition$ "t# P"o(l" t+")" day) 0o in /or /"at-r") li%" lar0"r

'"'ory )(a"$ '"'ory ard r"ad"r)$ US. (ort) and &"b a')# S+"'") li%" /r"" +"ad)"t) and

'o-)" al)o (ro!" attrati!" to on)-'"r)#

3# Cu%tomi&ation: Not all la(to() (ro!id" total -)"r -)to'i9ation /or la(to()# T+" only ba)i

-)to'i9ation (ro!id"d i) ta%in0 t+" (-r+a)"d la(to( in a ba)i DOS 'od" or in)tall"d &it+ a

@indo&) O("ratin0 Sy)t"'# Ho&"!"r$ in t+i) ar"a$ D"ll (ro!") to b" t+" only o'(any t+at +a) a

&id" o'("titi!" "d0" o!"r it) o'("titor)# D"ll i) !"ry &"ll %no&n /or it) total and o'(l"t"

-)to' 'ad" la(to() t+at ar" b-ilt "6atly t+" &ay t+" on)-'"r &ant) it# C-)to'"r) or -)"r) an

+oo)" to b-ild t+"ir la(to() /ro' )rat+ all t+" &ay /ro' (ro"))or)$ to '"'ory$ o("ratin0

)y)t"')$ )"-rity )o/t&ar")$ %"yboard)$ &ir"l")) d"!i")$ and t+" li)t 0o") on# T+i) i) &+"r" D"ll"6"l) /ar b"yond t+an it) o'("titor)#

# Per'ormance (ualit!: E!"ry la(to( -)"r &ant) a la(to( t+at an '-lti ta)% )(""dily and

"//ii"ntly o-(l"d &it+ lo& &"i0+t)# Earli"r +i0+ ("r/or'an" 'a+in") &"r" -)-ally d")%to(

PC) &+i+ -)-ally n""d"d t&o +"a!y b-ilt '"n to l-0 /ro' on" roo' to anot+"r# .-t &it+

'od"rn t"+nolo0y$ la(to( o'(ani") li%" "no!o$ D"ll and A((l" ar" o'in0 -( &it+ n"&

inno!ation) t+at 0i!" t+" -)to'"r t+" b")t ("r/or'an" alon0 &it+ li0+t &"i0+t$ )(""d$ and

d-rability#

5# Durailit!" D-rability in la(to() i) o/ -t'o)t i'(ortan" to "!"ry b-y"r# On" &o-ld al&ay)

"6("t t+"ir la(to( to la)t a 0ood 325 y"ar) or 'or"$ i/ it an;# =or ("o(l" &+o ar" ad!"nt-ro-)

and al&ay) on t+" 0o$ ar"l"))$ or /or t+o)" in ri)%y b-)in"))") li%" /ir" /i0+tin0$ 'ilitary$ a

di//"r"nt brand o/ la(to() "6i)t$ all"d BRugged Laptop%)* D"ll and Pana)oni ar" doin0 &"ll /or

t+"')"l!") in t+i) )"0'"nt# No 'att"r &+at yo-r ob i) or &"at+"r ondition) ar"$ a la(to(

d-rabl" "no-0+ /or yo- "6i)t)#

># Reliailit!" T+" 'o)t i'(ortant /"at-r" o/ a la(to( i) r"liability# C-)to'"r)$ &+o b-y a la(to($

n""d to /""l )a/" abo-t t+"ir la(to(# T+"y n""d )o'" %ind o/ a))-ran" t+at t+"ir la(to() &on4t di"

in t+" 'iddl" o/ t+"ir &or% or +ard dri!" ra)+ and lo)" all data#

# Repairailit!" E!"ry la(to( o'") &it+ a 1 y"ar int"rnational &arranty# HP i) t+" l"ad"r &+"r"

-)to'"r )-((ort i) on"rn"d# @it+ )"r!i" "nt"r) and onlin" +"l($ HP )""') to do !"ry &"ll

o!"r it) ot+"r o-nt"r(art)#

8# St!le" a(to() li%" Sony aio 'ay not ("r/or' &"ll b-t +a!" an a")t+"ti a(("al t+at attrat

-)to'"r) to it) la(to()# T+" )a'" 0o") /or A((l" la(to() too# a(to( o'(ani") )"" t+" n""d to

di!"r0" /ro' t+" 'onotono-) )+ad") o/ bla% and 0r"y to bri0+t and bold olo-r) li%" Oran0"$

R"d$ .l-"$ Pin%$ Gr""n$ "t# T+"y "!"n at"r to t+" n""d) o/ t+" arti)ti lot o/ -)to'"r) &it+

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!ario-) )%in) and )ti%"r) /or t+"ir la(to() to )-it t+"ir 'ood) and ta)t") and (r"/"r"n"#

Irr")("ti!" o/ t+" ("r/or'an"$ )o'"ti'") )tyl" (lay) an i'(ortant rol" too#