BARB4034

Lesson 1 : Product Concept

Compiled by: Normaziah Che Musa
What is a A product is anything that is

product? offered by marketers to

satisfy a want or need,
including physical goods,
services, experiences,
events, persons, places,
properties, organizations,
information, and ideas.
Five product levels
Core benefit
Actual /Basic
product
Expected
product
Augmented
product
Potential
product
 Consumer goods classification

Convenience Shopping Specialty Unsought

Specialty goods

 https://en.wikipedia.org/wiki/List_of_  Ronaldos car :

most_expensive_paintings
 https://www.financialexpress.com/auto/
gallery/cristiano-ronaldos-car-collectio
n-three-ferraris-a-bugatti-and-what-not/
 Picasso - photos/680194/10/
https://www.artnews.com/list/art-news/
artists/pablo-picasso-highest-auction-re
cords-1234594915/nude-green-leaves-a
nd-bust-1932/
 Jewelry:

 Leonardo Da Vinci (Monalisa

 Queen of Kalahari:
portrait) https://youtu.be/LQz6G4MtRhw,
https://en.wikipedia.org/wiki/Leonardo https://youtu.be/TIw0Acg26y4,
_da_Vinci https://www.chopard.com/intl/the-quee
, n-of-kalahari

 Pollock -
https://www.invaluable.com/artist/pollo
ck-jackson-s9chrxs3yg/sold-at-auction-
Consumer goods classification & Marketing mix
 Materials and parts – ink and
paper rolls

Industrial
Goods Capital items – printing machine

Classification
Supplies/business services –
janitorial work, maintenance
Exercise 1

1. Discuss the target market for product 1,

2 or 3.
Product Websites 2. Types of consumer products.
1 100 Plus https://www.100plus.com.my/ a. whiich category of consumer
product does product 1, 2 or 3. falls
2 Proton X70 https://www.proton.com/en/find- into?
a-car/protonx70 b. Explain appropriate marketing mix
https://www.chopard.com/intl/hi strategies (4 P’s) for the type of
gh-jewellery-introduction
Chopard
consumer goods you identified (a).
3  
jewellery
Watch this Queen of Kalahari:
https://youtu.be/73wXAuQbaOQ,
https://youtu.be/LQz6G4MtRhw
 Product form – Bombardier, Liquid vs Powder, Laptop vs
PC

Differentiation Features – iPhone vs Samsung

Examples: Customization – Atlas Vending machine

tomorrow Performance – Subaru Rally, Toyota

Conformance quality – IKEA, McD’s, Coke

Durability – Duracell, Timberland boots, G Shock, Ball

watch
Reliability - Rolex

Style – Harley Davidson, Apple watch

Product lines and product mixes -
consistent vs inconsistent?
Product lines and product mixes

https://www.superheuristics.com/what-is-product-line-length-width-and-extension/
https://www.superheuristics.com/what-is-product-line-length-width-and-extension/
Line stretching

Two way • Marriot International

• P&G: Olay, Old spice, SK-II,
stretching
Upward • Toyota & Lexus
• Honda & Accura
stretching
Downward • Samsung Edge
• Samsung A
stretching
Product line stretching
- https://www.marketing91.com/product-line-stretching/

Two way • Marriot International

stretching • P&G: Olay, Old spice, SK-II,

Upward • Toyota & Lexus

stretching • Honda & Accura

Downward • Samsung Edge

stretching • Samsung A
Exercise 2

 Explain the product line width, depth, and length, of these companies:
 1. Virgin Atlantic – David & team
 2. AVON – Shalini & team
 3. Apple - Najah & team
 Product-line pricing –
- Proton X70 versus X50
- PROTON - X50

Optional-feature pricing
- Largest Online Electrical Appliances (senheng.com.my)
–insurance, plus one membership, plus one extra
warranty,
Product mix Captive-product pricing

pricing
- HP printer & ink
- Nescafe dolce gusto & capsule

Two-part pricing
- Phone line (fixed monthly network price & variable
usage fee)

By-product pricing
- Karangkraf’s waste paper -
https://youtu.be/jAqVxsEgWIM

Product-bundling pricing
Mc D’s - Value meal
Ingredient Branding –

https://en.wikipedia.org/wiki/Ingredient_branding

 Julie’s Hershey  Lycra® fabrics

 Intel inside  Teflon ® coating Tefal
Fifth P: Packaging & Labelling

Functions of Packaging &

Labelling
Identify the brand

Convey descriptive and

persuasive information

Facilitate product
transportation and protection

Assist at-home storage

Aid product consumption

Positioning using Packaging
Method detergent
Packaging
Packaging as differentiation strategies

Bijan’s perfume
Functions of labelling
Functions of Labelling
Labelling & SDGs

 Labelling and certifications: A guid  SIRIM Eco-Labelling Scheme - A sust

e for businesses in sustainability | ainable environment through sustai
Responsible Business nable procurement | The Edge Mar
kets
The end