This document discusses different aspects of fine-tuning a product for consumers. It outlines key factors to consider such as product features, options, services, brand name, guarantees, packaging, and highlighting alternative uses. Product features can be required or optional. Options give consumers choice while services and plans provide ongoing support. Brand name and image aim to build loyalty by matching consumer needs. Guarantees assure customers. Packaging protects the product while providing purchase information. Highlighting additional uses can expand a product's applications. The document instructs picking a product and describing these various elements to refine how it is presented to buyers.

1. Fine-Tuning the Product

2. The Product Mix
Options
Features
Uses Guarantee
Packaging
Brand Name
Services
The Product

3. Product Features
• After basic product is identified, features
can be added.
• Car: seat belt, mirrors, safety bumpers
are all required features
Optional: carpeting, reclining seats, etc.

5. Options
• Features are not a choice, but options give
you a choice.
• Phone: call waiting, call forwarding, data
plans, texting plans, etc.
Services
• Service plans, insurance plans, etc.

7. Brand Name/image
• Choosing a product based on name
recognition. Loyalty to a product or brand.
• Image – a unique, memorable quality of a
brand.
• Could be an image of quality, low price,
innovative. Must match the needs of the
customer.

8. Guarantee/Warranty
• Offered by companies to provide
customers the assurance that the produce
will be repaired or replaced if there are
problems.
• Show of good faith, trust in the product.

9. Packaging
• Provides protection and
security for the product
• Provides information that helps the
customer make a better purchasing
decision
• Attracts attention, demonstrating uses of
the product, and more.

10. Uses
• Increase the number of uses of the
product
Baking Soda – not used to bake bread as
much so they highlighted its uses in
refrigerators, freshening litter boxes,
brushing teeth, etc.

13. To Do:
Pick a product & Describe in a clear list the following:
1.The Basic Product
2.Options (either by the company or its competitors)
3.Services
4.Features
5.Brand Name/Image (include logo)
6.Guarantee/Warranty
7.Packaging
8.Uses
Submit your Google Doc using the link feature on the
WordPress Site. (Do not share it – only copy and paste the
link)
Options
Features
Uses Guarantee
Packaging
Brand Name
Services
The Product