Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. In Marketing Mix there is a 4Ps, thats is Price, Product,
Promotion and Place. But nowdays the marketing mix increasingly includes several other Ps
like Packaging, Positioning, People and even Politics as vital mix elements.

1. Product

Product: refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't
do any good. The best thing to do is to decide on your product or service based both on the
needs and motivations of consumers and how the product would benefit the consumer, not on
the object’s physical characteristics or attributes. Examples of product characteristics are size,
shape, weight, color, quality, hardness, and others.

5 CHARACTERISTICS OF A GOOD PRODUCT DESCRIPTION

A. DETAILED

Good product descriptions tell customers the most important basics about a product
(spesifikasi product).

B. EFFICIENT

Complete sentences should generally be limited to an overview section that includes some
of the more creative content, while features overviews should be terse and direct.

C. ILLUSTRATIVE

The product description should paint a picture for the customer, how can the product be
used and whether the product can change the customer’s life.

D. BALANCED

The product should be a balance with by watching (dimensions, size, color, materials and
others)

E. NATURAL

The product who want to sell should be a natural feel that is neither desperate nor cold.

5 ESSENTIAL PROPERTIES OF GOOD PRODUCT DESIGN

1. UTILITY