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What is a
Product?
08
 Anything that can be
offered to a market
 Satisfy a need or
want
 Goods, services,
events, persons,
places, ideas,…

Chapter 8: The Product

Person Marketing Place Marketing

https://www.brandsvietnam.com/6926-Thuong-hieu-dia-phuong-lam-tot-va-noi-hay

https://kenh14.vn/thuong-hieu-ca-nhan-tam-the-vip-quyen-luc-20170810195503074.chn

Social Marketing Products

Tangible Intangible

GOODS SERVICES
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Layers of Iphone
Layers of a Product
AUGMENTED
Apps, extra warranty,
ACTUAL
insurance

CORE Communication
PRODUCT devices

Iphone’s design,
PRODUCT feature, brand
name,…
PRODUCT

Types of Types of a Product

Product?
Consumer goods Industrial goods

Convenience Raw materials

Shopping Capital items

Specialty Supplies/services

Consumer Unsought
products Industrial
products
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Convenience Shopping
Product Product
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Specialty Unsought
Product Product

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Industrial Products Capital Items

Raw Materials/Parts

Product & Services Decision

PRODUCT ATTRIBUTES

BRANDING

PACKAGING

LABELING

Supplies/Services SUPPORT SERVICES

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Product attributes Branding

https://www.youtube.com/watch?v=nejlAUY5gEw
• Brand is the name, term, sign, or design—or a
Quality combination of these—that identifies the
maker or seller of a product or service
Features
Design

Branding & consumers https://lasso.vn/ban-sac-thuong-hieu-yeu-to-song-con-trong-su-thanh-bai-cua-doanh-nghiep/

 help consumers identify products that might

benefit them.
 say something about product quality and
consistency.
 become the basis on which a whole story can be
built about a product.
 provide legal protection for unique product
features.
 help the seller to segment markets.

Packaging
- Protect
- Communicate
- Delivery, handle, store
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Support services
Labeling
- Identify the brand
- Describe attribute
- Provide promotion

Product Line/Mix Product Line/Mix

Product line is a group of products that are closely Personal care

related because they function in a similar
manner, are sold to the same customer groups,
are marketed through the same types of outlets,
or fall within given price ranges Home care

Product width/length New Product

PRODUCT MIX WIDTH development
PRODUCT LINE LENGTH

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

09
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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New Product Product life cycle

development process

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Introduction
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Product Development https://www.youtube.com/watch?v=ar31DrNV_pM

Growth
https://www.verco.vn/chiec-banh-kinh-te-so-33-ti-usd-cua-viet-nam-
nhieu-ong-lon-nuoc-ngoai-them-thuong-nhom-ngo.html

• Modify the market

• Modify the product

Maturity • Modify the marketing

mixes
https://www.brandsvietnam.com/congdong/topic/24671-3-xu-huong-no-ro-
trong-nganh-Sua-Viet-2020
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Decline
Maintain
Harvest
Drop