Okay price, what is a price? I have emphasized of course that price is like a ratio of benefits over cost. So it's not just about how much out of pocket you have to spend but what you benefit by used this product. So it's about perception of value. So we have to think of both in a much more comprehensive way, and hence this word total. It's a total benefit that you attain. Over the total costs which includes non-monetary costs, you have to incur when you use and buy this product. So the scoring tip here, there's a typo, is to make sure that you include as many benefits and costs as you possibly can. And, I will have you fill out and you can download this from Coursera, this ratio. And here POP refers to Point of Parity and POD refers to Point of Difference. And POD both in terms of benefits as well as in terms of cost can be positive or negative. What I have expressed here as inferior and superior. So, let's do that in the case of Yuhan Kimberly. So, as we can see in terms of benefits and terms of quality and service, and we can borrow this partly from your product analysis. Maybe they are on par. But there are still some remaining points of difference. The fact that in the case of P&G, that they are using a celebrity in their advertising. So maybe we're not using that same kind of celebrity. Even though I said that Kim Tae-hee was in that add back at a time when she wasn't famous. So she would be much more like the girl next door. So in turn of that celebrity we're lagging. But in terms of resignating as again that girl next door that peer youth, that peer user imagery hands down we were superior. So given the messaging that we wanted, I think overall that superior user image outweigh the lack of celebrity that we had in terms of our imagery. Okay, in terms of the cost, again, maybe the price for our products vis-a-vis the competition may have been the same. That is was Upfront Price means, but there are additional costs. Now this can be much more comprehensive. And so if we're talking about baby diapers I I can recall back when I used to buy diapers for my son when he was a baby. And so I remember that Yuhan Kimberly didn't offer discounts where as many of the competitor brands did. So that definitely would be an inferior POD. Which of course reduces the costs for the user. But I also remember that Yuhan Kimberly gave these gifts that are also known as a premium to users. If you collected a label and sent in, say, ten. They would send back a blanket, which had the Yuhan Kimberley brand prominently displayed. So this is much more of a very high brow kind of sales promotion which is befitting the kind of brand image that Yuhan Kimberly had. So even though they didn't offer discounts they did offer these sales promotion premium or gifts. To the user, so which counter balanced the lack of discounts. Okay, finally a fee of the distribution which is also referred to as a place. In my lecture I emphasized the add-ons which promote the sale of a product. So, in a way, you can think of these as being augmented products. And so, we have many to speak of, time, location, variety, quantity, and customization. Again, which enable, via the use of middle men but these can be offered directly by the manufacturer itself. The sale and the more convenient use of a product. So buying anytime you want to buy, buying anywhere you want to buy. Buying many different products at once. Buying in that right quantity and sometimes having the products customized. These are all things that occur via distribution which helps the sale of a product. So the scoring tip here, again, is to include as many add-ons as possible in your analysis of your place marketing. So in the case of Yuhan Kimberly at the time of the case and I think even still we can safely argue that time is good, as good if not better than their competitor. Same is true for location, same is true for quantity. But a potential problem area may be, a potential issue may be variety. The fact that they had a limited product line. So if you have a consumer that wants to buy many of these products. Maybe offline wouldn't be a problem, but more and more people are buying these products online directly from the manufacturer. And if that's the case, well then the fact that we have a limited product line may be a negative in terms of the kind of add-ons that consumers want. The kind of convenience that the consumer wants. So customization, even though for a premanufactured product like a baby diaper or a feminine napkins or tissues may not be as relevant. But more and more because of the use of online buying. It may become an issue. And, so, if Yuhan Kimberly isn't using as proactively their online channels as they possibly can. Maybe customization or Personalization can be something that they can consider seriously. To really get at kind of products, the kind of assortment, the kind of timing andlocation that users want online.
