Disha Institute Of Management & Technology ,

Raipur

MARKETING PRESENTATION
ON
PRODUCT CONCEPT
Presented By:

Rishabh Gupta
Sharad Makhejani
 What is product ?
A product is anything that can be offered to a
market that might satisfy a want or need.
A product is a physical good, service, idea, person or
place that is capable of offering tangible and
intangible attributes that individuals or organisations
regard as so necessary, worthwhile, or satisfying that
they are prepared to exchange money, patronage or
some other unit of value in order to acquire it.
 Intangible Product
( Service )

Tangible Product
(Goods )
Goods Goods /Service Services
Basic product
Core benefit
CONSUMER VALUE HIERARCHY

Potential product
 Core Product
The core feature offered by a product to the customers.
All other features are super imposed on the core feature
to form the personality of the product.

Core benefit of a cell

phone is that it act as
a wireless medium of
communication.
 Basic Product
It is a second level of customer value hierarchy in which
the marketers has to turn the core benefits into basic
product.

Basic feature of cell phone

•Keypad
•Screen
•Battery
•Body of cell phone
•Easy to use etc.
 Expected Product
At the third level, the marketers prepares an expected
product, a set of attributes that buyers normally expect
when they buy a product.
Expected features of cell phone

•Long battery back-up

•Color screen
•Good looking
•Long durability
•SMS facility
•Radio
•Camera
•Phone book
•Head phone etc.
 Augmented Product
At the fourth level, the marketers prepares an augmented
product, that exceeds customer’s expectations.

Augmented features of cell phone

•Battery back-up min. 9 hrs
•Touch screen
•Stylish and handy
•MMS facility and video calls.
•Extendable memories up to 32 GB
•5 MP camera
•Phone book unlimited entries
•Bluetooth headphone etc.
 Potential product
Potential products are those products which includes all
the improvements that are possible under given
technological, economic and competitive conditions.

Potential features of cell phone

•2G & 3G network
•Maps & GPS
•Faster internet connectivity
•Intelligent Keyboards
 Products

Durability &
Uses
Tangibility
 Durability & Tangibility

Non durables goods

Durables goods

Services
 Consumer Products
Those products which are used by the consumer for
personal, family or household use and they are bought
with the intention of satisfying individual or personal
needs.

A) Convenience Products
Inexpensive , frequently bought with minimum thoughts
and efforts.

B) Shopping products
Willing to spent time & efforts, longer life & purchased
less frequently.
 Consumer Products

C) Specialty products
One or more unique attributes, available at selective
outlets, acceptance of substitutes are not present.

D) Unsought products
The consumer doesn’t normally think of buying, it will be
purchase on emergency cases.
 Consumer Products

Convenience goods Shopping goods

Specialty goods Unsought goods

 Industrial Products
Products that are purchased to produce other product or
facilitates the smooth functioning of an organization.

A) Materials & parts:

Goods that enters the manufactures product completely.

i) Raw material
( For the paper industry, wood is a raw material )
ii) Manufactured materials parts
( For the steel sector, pig iron acts as a manufactured
material parts)
 Industrial Products
B) Capital items:
They are the long lasting goods that facilitate
developing or managing the finished product.

i) Installations
( Factory buildings & office buildings )
ii) Equipments
( Heavy machines, generators etc)
 Industrial Products
C) Supplies & business services:
Short term goods & services that facilitate developing &
managing finished products.
i) Maintenance & Repairs ( supplies )
(Paints, nails, brooms etc)
ii) Operating supplies
(Lubricants, writing paper , pencils etc)
iii) Maintenance & repair (services)
(Maintenance of Air conditioners, photo-copying mach.)
iv) Advisory services
( legal management consulting, advertisement etc.)
 What is product Mix ?
Product mix is a set of all products that an organization
offers to its customers.
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Thank You