Read pg 212 – 218 and complete the following activities
Define: Product
Distinguish between goods and services and provide three examples of each
TOTAL PRODUCT CONCEPT
Define: Total Product Concept
All products are a combination of tangible and intangible attributes
* Tangible benefits: physical attributes of a product. Eg. Design, style, colour and features. They can be seen, touched or used.
* Intangible benefits: the benefits a consumer associates with purchasing a product. Eg. Prestige, image, customer care help desks, warranties.
Some of the main considerations businesses need to think about when determining “product” in relation to marketing strategies include branding, packaging and labelling.
Define: Total Product Concept
BRANDING
A brand is a name, term, symbol, design or any combination of these that identifies a specific product and distinguishes it from its competitors.
A Brand name differs, and is
and an example is
In the table below, write the first brand that comes to your head when you think of the following products.
Product | Brand |
Toothpaste | |
Biscuits | |
Shampoo & conditioner | |
Soap | |
Soft drinks | |
Chocolate | |
Sports shoes | |
Take away | |
Toilet paper | |
Bottled water | |
Now do the reverse, when you see the following brands, what product do you associate with it.
Usually these businesses that you have identified have spent a lot of money making sure customers instantly recognize their brand name and the products associated with them. A brand name can be a powerful marketing tool.