its all about product in marketing.

1. (A Tool Of Marketing Mix)
By: Mithilesh Trivedi

2. What is a Product?
 Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a
want or need.
 Products include physical object, services, events,
persons, places, organizations, ideas, or mixes of these
entities.

3. Service
 Any activity or benefit that one party can offer to
another that is essentially intangible and does not
result In the ownership of anything.

4. Levels of Product
1.Core Benefit
2.Actual Product
3.Augmented Product

5. Core Benefit
• It addresses the question What is buyer really buying?
• When designing products, marketers must first define the core ,
problem-solving benefits or services that consumer seek
Actual Product
• Product planners must turn the core benefit into a actual product
• They need to develop product and service features, design, A
quality Level, a brand Name, and Packaging
Augmented Product
• With Core and Actual Product, every Planner has to give additional
consumer services and benefits

6. Type of Consumer Product
Marketing
Consideration
Convenience
Shopping
Specialty
Unsought
Consumer buying
Behavior
Frequent purchase, little
planning, little
comparison or shopping
effort, low customer
involvement
Less frequent Purchase,
much planning and
shopping effort,
comparison of brands
on price, quality, style
Strong brand
Preference and loyalty,
special purchase effort,
little comparison of
brands, low price
sensitivity
Little product
awareness,
knowledge(or, if aware,
little or even negative
interest)
Price
Low Price
Higher Price
High Price
values
Distribution
Widespread distribution , Selective distribution in Exclusive distribution
Values
convenient locations
fewer outlets
in only one or a few
outlets per market area
Promotion
Mass promotion by the
producer
Advertising and
personal selling by
both producer and
resellers
More carefully targeted Aggressive advertising
promotion by both
and personal selling by
producer and resellers both producer and
resellers
Examples
Toothpaste, magazines,
laundry detergent
TV, furniture, clothing
Luxury goods, such as
Rolex watches or fine
crystal
Life insurance, Red Cross
blood donations

7. Industrial Product
 Product bought by individuals and organizations for
further processing or for use in conducting a business
 For example:- machines, raw materials, etc..

8. Product and Service Decision
Three Levels:1. Individual Product and Service Decision
2. Product Line Decision
3. Product Mix Decision

9. 1. Individual Product and Service Decision
Product
Attributes
Branding
Packaging
Labeling
 Product Attributes
 Developing a product or service involves defining the benefits that it
will offer. This benefits are communicated and delivered by product
attributes such as…
I. Quality
II. Features
III. Style and Design
Product
Support
Service

10.  Branding
 A name, term, sign, symbol or design, or a combination of these
intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competitors
 Packaging
 The activities of designing and producing the container or wrapper
for a product
 Labeling
Label identifies the product or brand. It might also several things about
product such as Who made it, Where it was made, when it was made. It
might also promote the product through attractive graphics.

11.  Product Support Service
 Service regarding product after it got sold

12. 2. Product Line Decision
 A group of products that are closely related because they
function in a similar manner, are sold to the same
customer group, are marketed through the same type of
outlets , or fall within given price ranges
3. Product Mix Decision
 The set of all product lines and items that a particular
seller offers for sale