MKTG 317 Oct. 11, 2012
What is a product, product layers, branding, and product market alternatives.
What is the product?
Needs-satisfying offering from a firm
Physical good, service, idea, person place
-Combination of many factors:
Benefits- true solutions
Services: warranties, support
English French language, providing information that is benefit to the
consumer, instructions, highlight product benefit, keep good safe
(protection), Ex. Cereal company that puts a baking recipe on the cereal box
Brand that is going to follow the rules, short, easy to say, easy to spell,
memorable, differentiate from competition, somewhat related to product.
E.g. Windex. Brand name that describes the product: Kleenex, aspirin,
Product Layer Model:
Describes al aspects of a product
Reveals attributes and benefits
Core product: products features or attributes soap with moisturizing cream
Functional Product: how the product functions ease of application
Augmented product: Augmentation done to basic product packaging
Potential product: the true solution the customer gets from the product
consumer look younger longer.
Example: Oreo cookies
Core: chocolate flavored wafers with creamy lemon or vanilla flavored filling
Functionality: consumers can eat and enjoy, dunk cookies in milk
Potential: snack, fun to eat product, tastes good
Benefits: Oreo Commercial
-Shared experience with other, family bonding MKTG 317 Oct. 11, 2012
Brand: any combination of the name, term, symbol, or design, which identifies a
seller’s product and differentiates them from your competitors’ products
Letters numbers words (spoken)
All other aspects of a brand (not spoken)