MARKETING 100

Chapter 4
What is a product?
A product is anything offered to a market for
attention, acquisition, use, or consumption
that satisfy a want or need. It includes
Services, events, persons, places,
organizations, and ideas.

Services are a form that consists of activities,

benefits, or satisfactions offered for sale that
are essentially intangible and do not results in
the ownership of anything.
Product and Services Classification

 Consumer Product
 Industrial Product
Materials and parts
 raw materials as well as manufactured
materials and parts. Raw materials consist
of farm products (wheat, cotton, livestock,
fruits, vegetables) and natural products
(fish, lumber, crude petroleum, iron ore).
Manufactured materials and parts consist
of component materials (iron, yarn,
cement, wires) and component parts (small
motors, tires, castings)
Capital items

 are industrial products

that aid in the buyer’s
production or operations,
including installations and
accessory equipment.
Supplies and Services.

 Services include operating supplies

(lubricants, coal, paper, pencils) and
repair and maintenance items (paint,
nails, brooms).

 Supplies are the convenience

products of the industrial field
because they are usually purchased
with a minimum of effort or
comparison.
Product and Service Attributes
Product Quality.

 Product quality is one of the marketer’s major positioning tools. Quality affects product or service
performance; thus, it is closely linked to customer value and satisfaction.

Product Features

 A product can be offered with varying features. Features are a competitive tool for differentiating
the company’s product from competitors’ products. Being the first producer to introduce a valued
new feature is one of the most effective ways to compete.
Branding

A brand is a name, term, sign, symbol, or design, or a combination

of these, that identifies the maker or seller of a product or service.
PACKAGING

It refers to the act of designing and

producing the container or wrapper
of a product.

It is one of the most important

parts of marketing.
 Levels of Packaging
Primary Packaging SECONDARY TERTIARY/
PA C K A G I N G T R A N S P O R TAT I O N
PA C K A G I N G

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Primary packaging

-It refers to the product’s

immediate container.
E.g. Toothpaste, Chocolate,
Medecine etc

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Secondary packaging

-It refers to the additional layer

of protection that are kept till
the product are ready to use.
E.g. A toothpaste tube comes in
a cardboard box.

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Tertiary/Transportation packaging

-It refers to the further

packaging necessary for
storage or transportation. It
may contains a number of
products within a cardboard
box for easy transportation.

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Functions of Packaging

1. Protection
2. Product Promotion
3. Product attraction
4. Easy identification
5. Product differentiation
6. Convenience
7. Prevent from adulteration
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Protection

Packaging protects the

content of a product
from spoilage,
breakage,leakage,
damage, climatic effects
etc.

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Product Promotion

Packaging is used for

promoting purposes.An
attractive color,
photograph or
typephaseetc can
promote the products.

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Product attraction

Different colors,
images etc can
attract the
consumers towards
the product.

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Easy identification

Packaging greatly helps

in identification of
product. A medimix
soap can be easily
identified by its cover.

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Product differentiation
Trough packages a product
caan be easily differentiate
with each other products
in the market. It ensures
the individuality of the
products.

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Convenience
The size and shape
should be such that it
should be convenient to
open handler and use
consumer.

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Prevent from adulteration
Packaging helps to prevent
adding of unnecessary
contents into the product or
it protect from corruption of
product especially food
items, cosmetics etc.

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Labelling
 through labeling the
product can easily
identify, promote and
describe.
Product Support Services

Customer service is another element

of product strategy. A company’s
offer usually includes some support
services, which can be a minor part
or a major part of the total offering.
Many now use asophisticated mix of
phone, e-mail, online, social media,
mobile, and interactive voice and
data technologies to provide support
services that were not possible
before.
Thank You!
Group 2

Reina S. Mateo Rene Tabarnero Jr.

Arianne D. Atayde Romel Domingo
Raquel R. Gelido Nathaniel Niegos
Janver Viloria

Mrs. Brenda Esguera

Marketing 100 Instructor