In order to meet the needs of consumers and limit competitors, we usually make different product strategies. Among them, according to the division of functions, the product portfolio can be divided into four categories:
1, basic product
2. Enhanced products
3. Additional products
4. Derivative products, in which the basic product is the core product of the enterprise, such as Carter Machinery, which is the top in the industry at present, and of course it is generally 2B. If it is not a practitioner, it is difficult for us to know. Enhanced products refer to strengthening the performance or core label of core products to meet the needs of special users. (It also represents the leading technology), such as Caterpillar's special ice excavator or high-power excavator.
Additional products refer to product-related additional services provided by enterprises, such as the maintenance of 4S stores, such as used car services in some 4S stores. In fact, many 4S stores no longer make money by selling cars themselves, that is, relying on extra products to make profits. Additional products have several advantages, which can enable enterprises to play the core functions of products, let customers use company products, expand the service population of enterprise products and increase enterprise income.
Derivative products require enterprises to have strong brand appeal and brand potential, and use derivative products to increase the contact between enterprises and customers, so that more customers can use their products. Expand the influence of brands. For example, cat shoes, Huawei's mobile phone. It should be noted that this derivative product is as acceptable as possible in customer perception. For example, Caterpillar is a machinery manufacturer, and tooling shoes are suitable. If cosmetics are produced, it may be worse.
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