ProductDr. Seyed Reza Hosseini

http://www.iranmct.com

A product has 3 levels

What is a Product?

http://www.technologymarketingcenter.com

CORE BENEFIT

• The generic product concept has two key issues:

1. Its consumers view of what a given product represents.

2. The aspiration of consumer differ from place to place and time to time.

Eg. For someone Washing Machine would be: comfort in washing the cloths, some, tough wash, some complete dryer…

TANGIBLE SPECIFICATIONS

• Tangibility is added to the core product in the form of features, style, color, design, efficiency etc.

Eg. The Color of the machine

The Electricity consumption

Detergent Consumption

Capacity

Quality ….

AUGMENTED FEATURES

• This fulfill more of psychological or esteem needs.

Brand Name

Services provided

Warranty

Credit Terms

FMCG

• Fast Moving Consumer Goods are the Non Durable Goods.

• Eg. Sot Drinks, Chips, Ice Creams etc….

• The consumer shows minimum effort in buying these articles.

• FMCG is further sub divided into 3 Classes…

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• StaplesThese are goods purchased on a regular basis. Eg. Soap, Pulses, Toothpaste etc…

Whenever the stock is about to end the consumer buys these products again.

• Impulse GoodsThese are the goods which are purchased without planning or search…

Our external stimuli provokes us to buy these products.

Eg. Cold drinks, Chocolates, Chips….

Most of the time the consumers aim is not buying the product solely but when spots them, feels, attracted and ends up in buying them.

• Emergency Goods

These goods are purchased when the need arises. Eg. Umbrellas in rainy season, Pullovers in winters etc..

The marketers tries for a very good distribution chain, as the sales is not the same throughout and whenever the need arises, the product should be available at maximum places…

PRODUCT MIX

• It is the set of product lines and items that a particular company offers to buyers.

• The Width of product mix refers to how many different product lines a company carries.

PRODUCT

DR. SEYED REZA HOSSEINI

HTTP://WWW.IRANMCT.COM