The marketing mix: product and packaging

Powerful Essays
Chapter 19: The marketing mix: product and packaging

The role of product in the marketing mix
The product itself is the most important feature of the marketing mix. After deciding the market segment for the product, the other parts of the marketing mix will be decided.
Large companies often have a department to develop new products. Whilst deciding the marketing mix, the company will also have to take into account the competitor’s products.

Types of product
There are several types of products involved in different industries.
• Consumer goods: these are goods consumed by people. They can be perishable goods as food or can last a long period of time as furniture.
• Consumer services: these are services that are produced for people. E.g.: hairdressing.
• Producer goods: these are goods produced for other businesses to use. They are bought to help with the production process from the previous stage of production. E.g.: lorries.
• Producer services: these are services that are produced to help other businesses. E.g.: accounting.
It is important to know which type of product the business has when developing it and promoting it if it wants to be successful. Other features have to be also accomplished by the product:
• It satisfies existing needs and wants of costumers.
• It is not too expensive to produce.
• The design has to be suitable for the product.
• The company has to be a market leader when developing its new products.
• Has something distinctive from its competitors.
• It is capable of stimulating the consumers’ wants.

Product development
To develop a product, the company has to follow a process:
1. Generate ideas: from the competitors’ products, customers’ suggestions, employees, Research and Development department and Sales Department.
2. Select the best ideas for further research: the company needs to decide which ideas to abandon and what ideas to make further research.
3. Decide of the company will be able to sell enough for the

You May Also Find These Documents Helpful

  • Powerful Essays

    3 1 Naming and Packaging: marketing mix tools of the product 4 1.1 The products levels 4 1.2 Naming 5 1.2.1 The visual distinctiveness of a brand 5 1.2.2 Selecting the right name 6 1.3 Packaging 7 1.3.1 Definition 7 1.3.2 The functions of packaging 7 1.3.3 The importance of packaging 8 2 Packaging and Naming for the energy drink industry 9 2.1 Industry overview 9 2.1.1 Leading brands on the Australian market 10 2.1.2 Target market of the energy drinks 10 2.2 Packaging issues and trends…

    • 3882 Words
    • 17 Pages
    Powerful Essays
  • Powerful Essays

    Product Development And Marketing Mix. * Mountain Dew Product in Nigeria. . . . . . . . . . . . . . . BY: Peter Isimhanze, Tuesday, June 26, 2011. Table of Content Introduction…………………………………………………………………………. 1 Brief on Seven-up Bottling Company Plc………………………………………... 3 * Company’s Product Mix……………………………………………….. 5 * Company’s Marketing Strategies……………………………………... 6 The Product – “Mountain Dew”…………………………………………………… 7 Product Mix……………………………………………………………………………

    • 2201 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    Product Features and Benefits Lululemon offers a comprehensive line of performance apparel and accessories for women, men and female youth. Their apparel assortment includes items such as fitness pants, shorts, tops and jackets that are designed for healthy lifestyle activities such as yoga, running and general fitness. Although Lululemon benefits from the growing number of people that participate in yoga, they believe the percentage of their products sold for other activities will continue…

    • 1044 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Packaging in Marketing

    • 1249 Words
    • 5 Pages

    Packaging Definition: The wrapping material around a consumer item that serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean. Packaging and brand are “partners” of every product. Packages of products are like clothes that can flatter one’s figure or make one look fat. People wear clothes that fit them, or make them feel comfortable and attractive. Packaging is more than just your product's pretty face. Your package…

    • 1249 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Product Mix

    • 1205 Words
    • 5 Pages

    Is a Product Mix? Product mix, also known as product assortment, refers to the total number of product lines that a company offers to its customers. For example, a small company may sell multiple lines of products. Sometimes, these product lines are fairly similar, such as dish washing liquid and bar soap, which are used for cleaning and use similar technologies. Other times, the product lines are vastly different, such as diapers and razors. The four dimensions to a company's product mix include…

    • 1205 Words
    • 5 Pages
    Better Essays
  • Good Essays

    Product Mix

    • 416 Words
    • 2 Pages

    A company's product line consists of a set of products that relates to one another; for example, a line of breakfast cereals. The product mix combines several product lines. A company may sell a line of breakfast cereals, a line of laundry detergents and a line of household cleaners. Building and managing a profitable product mix can give a company a large market share and create multiple income sources. Sponsored Link Show your ad here Rs.2000 credit and 30 day support Advertise Now!www.Google…

    • 416 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Product Mix

    • 379 Words
    • 2 Pages

    PRODUCT MIX A product mix is the set of all products and items that a particular seller offers for sale to buyers. Product mix has a certain width, length, depth, and consistency. Width: No. of different product lines e.g. P& G carries width of five lines- Detergents, Bath soaps, Toothpaste, Disposable Diapers, Paper Tissues. Length: Total no. of items in its product mix. Depth: No. of variants of each product in the line. Consistency: refers to how closely related the various product…

    • 379 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Impact Of Product Packaging

    • 9437 Words
    • 29 Pages

    Topic Page No. 1. Introduction 2. Packaging: A Conceptual Overview 2.1 Importance of Packaging 3. Consumer Buying Behaviour 3.1 Six Stages of Consumer Buying Behaviour 3.2 Types of Consumer Buying Behaviour 3.2.1 Complex Buying Behaviour 3.2.2 Dissonance-Reducing Buying Behaviour 3.2.3 Habitual Buying Behaviour 3.2.4 Variety-Seeking Buying Behaviour 4. Role of Packaging in Product Branding 5. Packaging- It’s Influence on Consumers 5.1 Elements of Packaging 5.1.1 Visual Elements 5.1.2 Informational…

    • 9437 Words
    • 29 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Product Mix

    • 741 Words
    • 3 Pages

    since been primarily involved in the manufacturing, distribution and marketing of beverages franchise from PepsiCo. The Company is a wholly-owned subsidiary of Asahi Group Holdings Ltd, Japan. The Company is one of Malaysia's leading beverage manufacturers and has a comprehensive network to distribute throughout Peninsular Malaysia, Sabah and Sarawak. PERMANIS SDN BHD Depth of the Product Lines | Width of the Product Mix | | Carbonated Soft Drink | Isotonic drink | Juice | Tea | Mineral…

    • 741 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    A TERM PAPER ON “PRODUCT VISIBILITY” Submitted in partial fulfillment for the award of Degree of Master of Business Administration (2010-2012) Department of Management Studies Jai Narain Vyas University, Jodhpur [pic] Under the supervision of: Submitted by: Dr. Meeta Nihalani PreetiVarghese Dept. of Management Studies MBA 1st Semester ACKNOWLEDGEMENT With immense pleasure I would like to…

    • 5293 Words
    • 22 Pages
    Powerful Essays