E D B Y :

R E SE N T
P NO O R ,
H A DI J A ND
K AIK H A
A S H
NAMR HAR
APPAREL AND TEXTILE DEPARTMENT

BS VI SEMESTER

FUNDAMENTALS OF MARKETING

TOPIC: PRODUCT

PRESENTED BY:

KHADIJA NOOR (A1-17066091)

NAMRA SHAIKH(A1-17066122)

ALIYA IFTIKHAR(A1-16066009)
DEFINITION:
A product is a goods,
services or ideas design
to fill a consumer need
or want
REFRENCE:
marketing by William
pride
A product or anything
that can be offered to a
market for attention,
acquisition, use or
consumption and that
might satisfy want or
need
CLASSIFICATION OF PRODUCT
Consumer product
Business product

CONSUMER PRODUCT:
product purchase to satisfy
personal and family needs .
BUSINESS PRODUCT:
product bought to use in an
organization’s operations to resale or to
make other products.
 EXAMPLES
CONSUMER PRODUCT BUSINESS
PRODUCT
 PRODUCT LIFE CYCLE
PRODUCT DEVELOPMENT:
begins when the company finds and
develop a new product idea. During product development ,
sales are zero and the company's investment costs mount.
INTRODUCTION:
it is a period of show sales growth as the
product is introduced in the market. Profits are non-
existent in this stage. Because of the heavy expenses of
product introduction.
GROWTH:
is a period of rapid market acceptance and
increasing profit.
MATURITY
it is a period of slowdown in sales
growth because the product has achieved
acceptance by most potential buyers. Profits
level off or decline because of increases
marketing outlay to defend the product
against the competition .
DECLINE:
it is a period when sales fall or off and
profit drop.
 BRAND
DEFINITION:
➢ A name, term, sign, design, or other
feature that identify a seller products and
differentiate them from competitor’s
product.
Reference: Marketing by William Pride
➢ A name, term, sign, design, symbol or
a combination of these intended to
identify the goods or service of one seller
or group of sellers and to differentiate
them from those of competitors.
Reference: Marketing an Introduction by
Philip Kotler
BRAND NAME:
The part of a brand that can be
spoken including letters, words
and numbers such as, 7up, 1st step
etc.
Examples of some brand name:

BRAND MARK:
The part of a brand not made up of
words such as, a symbol or design,
Examples of some brand mark:
TRADE MARK:
A trademark is a legal designation indicating that the
owner has exclusive use of a brand.
TRADE NAME:
A trade name is the full legal name of an organization
such as Ford Motor Company rather than the name of
a specific product.
TYPES OF BRAND
There are 3 types of brand.
1. Manufacturer Brand.
2. Private Distributor Brand.
3. Generic Brand.
1. MANUFACTURER BRAND:
Manufacturer brands are initiated by producers and ensure that
producers are identified with their products at the point of purchase
for example, Green Giant, Dell Computer, and Levi’s jeans.
2. PRIVATE DISTRIBUTOR BRAND:
Private distributor brands (also called private brands, store brands, or dealer
brands) are initiated and owned by resellers, wholesalers or retailers. The major
characteristic of private brands is that the manufacturers are not identified on
the products. Retailer brand names include Target’s Archer Farms and Up and
Up, Waymart’s Great Value, and Whole Foods’ 365 Everyday Value.
3. GENERIC BRAND:
Generic brands indicate only the product category and do not include the
company name or other identifying terms. These items are typically staples that
would be marketed using an undifferentiated strategy because they lack special
features, such as sugar, salt, or aluminum foil.
Reference: Marketing by William
Pride.