“BUSINESS

OFFER”
Product Offer Strategy:

The ultimate vision of the product.

a group of platform features that work together to
deliver a specific value proposition for an end client.

¨ By setting a product strategy, you can determine

the direction of your product efforts.

Just as a business has a strategic vision of what it

wants to be when it grows up, the product has its own
strategy and destination.
What is Marketing?
Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its Stakeholders.
Product Offering= Solution to a Need

¨ Consumer needs represent the factors that drive

people to make purchasing decisions.

¨ Understanding and identifying customer needs will

allow you to provide a product or service that
people will actually find useful.

¨ Knowing the consumer needs that your product or

service fulfills helps you create a marketing
strategy that describes why consumers need to buy
what you sell
Needs, Wants, and Demands
Needs - state of felt deprivation for basic items
such as food and clothing and complex needs
such as for belonging. EXAMPLE: I am hungry.

Wants - form that a human need takes. It is

shaped by culture and individual personality.
EXAMPLE: I want a hamburger, French fries &
soft drink.

Demands - human wants backed by buying

power
UNDERSTAND CONSUMER NEED TO
CREATE THE RIGHT SMEs OFFER
Consumer Value

Value proposition a set of

benefits that satisfy those needs.
The Drivers of Value
¨ Product function
¨ Points of differentiation
¨ Quality
¨ Service
¨ Branding
¨ Price
¨ Social Image
¨ Existing relationships or experience
¨ Personal bias from experience/ upbringing
What Is a Product?

Copyright © 2011 Pearson

Education, Inc. Publishing as
Prentice Hall 1-10
What Is a Product?
Consumer products are products and services
bought by final consumers for personal
consumption.
n Convenience products
n Shopping products
n Specialty products
n Unsought products
Services Marketing
Business offering is a Mix of
Products and Services

Pure Tangible Major

good Hybrid Service Pure Service
Tangible
Good accompanied EX: accompanied
by services by goods EX: Massage
Ex: Soap Restaurant
Ex: Cars EX: Airplane
DECISIONS IN
CREATING THE
PRODUCT AND
SERVICE
 Product/Service Decisions

The Business
Branding Offer Packaging Label Product Support
Service
(Product/Service)
 External Stimuli: Product Design
2-16

Unique sensory quality of product design

n Playan important role in helping it

stand out from the competition,
especially if a brand creates a
unique association with the
sensation.
Tips to create packaging design:
¨ Keep packaging eye-catching so that it immediately
stands out and is remembered by the customer.

¨ The choice of packaging is an extension of your brand

and needs to prompt the position you want illustrated

¨ It needs to be easy to open. This may sound simple but

can often be a major frustration for customers

¨ Make sure packaging is durable so that it secures

merchandise and protects the product inside
Product Packaging
Packaging includes all the activities of designing
and producing the container for a product.

Ø Packages might have up to 3 layers.

Example: Cologne comes in a bottle (primary

package) in a cardboard box (secondary package)
in a corrugated box (shipping package) containing
six dozen bottles in cardboard boxes.