🛍️Principles of Marketing Unit 9 – Products – Consumer Offerings

What Are Products?

• Products are goods, services, or ideas that satisfy customer needs and wants
• Can be tangible (physical goods) or intangible (services, experiences, ideas)
• Offer benefits to customers such as functional, social, psychological, or emotional value
• Serve as the core of a company's marketing mix and are the primary source of revenue
• Include three main components: core product, actual product, and augmented product
  • Core product represents the fundamental benefits or problem-solving aspects
  • Actual product includes features, design, packaging, and branding elements
  • Augmented product encompasses additional services, warranties, and after-sales support
• Require continuous innovation and improvement to maintain competitiveness in the market
• Play a crucial role in shaping brand identity and building customer loyalty

Types of Consumer Products

• Convenience products are frequently purchased items that require minimal effort and comparison (toothpaste, snacks)
  • Often have wide distribution, low prices, and extensive advertising to encourage impulse purchases
• Shopping products involve more time, effort, and comparison before purchase (clothing, furniture)
  • Consumers evaluate various attributes such as quality, price, and style before making a decision
• Specialty products have unique characteristics or strong brand identification, leading to high customer loyalty (luxury watches, designer handbags)
  • Consumers are willing to invest significant effort to acquire these products and are less price-sensitive
• Unsought products are items that consumers are unaware of or do not actively seek (life insurance, pre-planned funeral services)
  • Require aggressive marketing and personal selling to create awareness and stimulate demand
• Services are intangible offerings that provide benefits without resulting in ownership (haircuts, legal advice)
  • Characterized by inseparability, variability, perishability, and lack of ownership
• Digital products are goods or services delivered electronically (e-books, software, streaming content)
  • Can be easily distributed, updated, and customized to meet individual customer preferences

Product Levels and Classifications

• Product levels describe the hierarchy of value that a product offers to customers
  • Core benefit is the fundamental need or want the product satisfies
  • Generic product is the basic version without differentiation
  • Expected product includes features and attributes commonly expected by customers
  • Augmented product adds value through additional services, benefits, or experiences
  • Potential product represents future improvements or innovations to enhance customer satisfaction
• Product classifications categorize goods based on durability, tangibility, and use
  • Nondurable goods are consumed quickly and purchased frequently (food, cleaning supplies)
  • Durable goods are used over an extended period and generally require more selling efforts (appliances, vehicles)
  • Consumer products are bought by final consumers for personal use
  • Industrial products are purchased by businesses or organizations for further processing or use in operations
• Product systems bundle related products together to create a complete solution (computer systems, home theater packages)
• Product mixes refer to the total assortment of products offered by a company
  • Width is the number of different product lines
  • Depth is the number of variants within each product line
  • Consistency is the degree of relatedness among product lines in terms of use, production, or distribution

The Product Life Cycle

• The product life cycle (PLC) describes the stages a product goes through from introduction to decline
• Introduction stage focuses on creating product awareness and stimulating trial
  • Characterized by slow sales growth, high marketing costs, and limited competition
• Growth stage sees rapid market acceptance and increasing profits
  • Competition intensifies as more firms enter the market, leading to broader distribution and product enhancements
• Maturity stage is marked by slowdown in sales growth and stabilization of market share
  • Firms focus on differentiation, cost reduction, and finding new market segments to maintain profitability
• Decline stage occurs when sales and profits decrease as the product becomes obsolete or loses relevance
  • Companies may choose to discontinue the product, harvest remaining profits, or divest the business
• PLC length and shape vary across products and industries, requiring adaptable marketing strategies
• Understanding the PLC helps firms anticipate challenges and opportunities at each stage and allocate resources effectively

Branding and Packaging

• Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product
• Brand equity is the added value a brand name gives to a product beyond its functional benefits
  • Consists of brand awareness, perceived quality, brand associations, and brand loyalty
• Strong brands command premium prices, enhance customer loyalty, and provide a platform for product extensions
• Brand elements include brand names, logos, slogans, packaging, and characters that help establish brand identity
• Brand positioning refers to the distinctive place a brand occupies in the minds of target customers relative to competitors
• Co-branding is a partnership between two or more brands to create a new product or promote an existing one
• Packaging serves multiple functions beyond containing and protecting the product
  • Attracts attention on the shelf and communicates key product information
  • Can create convenience for customers through easy opening, storage, or dispensing features
  • Reinforces brand identity and positioning through visual design elements
• Sustainable packaging minimizes environmental impact through recyclable, biodegradable, or reusable materials

New Product Development

• New product development (NPD) is the process of bringing new products to market
• Idea generation involves gathering product ideas from various sources such as customers, employees, or market research
• Idea screening evaluates the feasibility and potential of each idea based on predefined criteria
• Concept development and testing refine promising ideas into detailed product concepts and gauge customer reactions
• Business analysis assesses the projected sales, costs, and profitability of the new product
• Product development transforms the concept into a physical prototype or working model
• Test marketing introduces the product to a limited market to evaluate customer response and fine-tune the marketing mix
• Commercialization launches the product on a full scale, supported by advertising, distribution, and sales efforts
• NPD success factors include a customer-oriented approach, a unique and superior product, a well-defined target market, and cross-functional teamwork
• Rapid prototyping and agile development methodologies accelerate the NPD process and allow for iterative improvements based on customer feedback

Product Mix Strategies

• Product mix strategies involve modifying the assortment of products offered by a company
• Product line extension adds new items within an existing product line (new flavors, sizes, or packaging)
  • Leverages brand equity and minimizes costs, but risks cannibalizing sales of other products in the line
• Brand extension uses an established brand name to enter a new product category (Nike launching sunglasses)
  • Capitalizes on brand recognition and saves promotion costs, but may dilute brand image if the extension fails
• Multi-branding offers several different brands in the same product category (Procter & Gamble's multiple detergent brands)
  • Targets different market segments and secures more shelf space, but increases marketing and production costs
• New brand creation introduces a new brand in a category where the company already has a presence (Toyota launching Lexus)
  • Protects the parent brand from potential negative associations, but requires significant investment in brand building
• Pruning eliminates underperforming products or brands from the mix to focus resources on more profitable offerings
• Balancing the product mix requires considering factors such as market demand, competitive intensity, and company resources

Consumer Behavior and Product Decisions

• Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of products
• Consumer decision-making process includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior
  • Marketers aim to influence each stage through targeted strategies and communications
• Product attributes such as quality, features, design, and price shape consumer perceptions and preferences
• Maslow's hierarchy of needs suggests that products fulfilling higher-level needs (esteem, self-actualization) become more appealing as lower-level needs are satisfied
• Lifestyle, values, and personality traits influence product choices and brand affinities
• Social influences such as family, friends, and reference groups shape product adoption and usage patterns
• Culture and subcultures establish norms, beliefs, and customs that guide product preferences and consumption rituals
• Consumer learning and memory impact product familiarity, brand recall, and loyalty over time
• Marketers use consumer insights to develop products that resonate with target audiences and deliver meaningful value