This document discusses various aspects of products including product characteristics, levels, differentiation, packaging, labeling, and warranties. It defines products as anything offered in a market to satisfy needs and wants. It outlines 5 levels of products from the core benefit to potential product. It also categorizes products based on durability and tangibility and provides examples of consumer, industrial, and service goods.

1. Md. Mahadi Hasan ID: 151-006-0-451
Md. Rajibur Rahman ID: 151-008-0-451
Mostafa-Rashid Al-Farabi ID: 151-009-0-451
Sajjad Hossain ID: 151-025-0-451
Md.Saifuzzaman Khan ID:151-005-0-451

2. PRODUCT
• ANYTHING OFFERED TO
MARKET
• TO SATISFY A WANT OR NEED
• Goods, services,
experiences, events,
persons, places, properties,
organizations, information,
ideas
• MOST IMPORTANT ELEMENT OF
MARKETING MIX

3. the Product
Components of Market Offering
Attractiveness of
the market offering
Value-based Prices
Product features
and quality
Services mix and
quality

4. Product characteristics and classification
• Product Levels
• Core benefit – the service or benefit
the customer is really buying
• Basic product
• Expected product – a set of attributes
and conditions buyers normally expect
when they purchase the product
• Augmented product – exceeds
customer expectations
• Potential product – encompasses all
possible augmentations and
transformations
Figure 1. Product Levels

5. 5 Product Levels
• Core Benefit : Transportation from one place to another.
• Actual Product : Brand of the car, looks and design of the car.

6. 5 Product Levels
• Expected Product : Decent mileage, proper engine, inflated tires.
• Augmented Product : After-sale services, insurance policy.

7. 5 Product Levels
• Potential Product : May run more smoothly as it wears off a little.

8. Product characteristics and classification
Classification Types of Products Kotler Example Local Example Medical Application
Durability and
Tangibility
Nondurable goods Beer and shampoo Fruit juice, bread Face masks, micropore
Durable goods Refrigerator, machine tools,
clothing
Printers, television MRI and CT scan
machines
Services Haircuts, legal advice, appliance
repairs
Massage, pest control Consultation services
Consumer
Goods
Convenience goods Soft drinks, soaps, newspapers Canned goods Medications
Shopping goods Furnitures, clothing, major
appliances
Shoes, rugs, kitchen
utensils
Crutches and canes
Specialty goods Mercedes Broadband connection Prostethic devices
Unsought goods Smoke detectors, life insurance,
cemetery plots, gravestones
CCTV cameras Health insurance
Industrial-Goods
Materials and parts Farm products, iron, yarn,
cement, wires
Tires, seat covers BP cuff
Capital items Generators, drill presses, hand
tools, lift trucks
Tow trucks, escalators Dialysis machines
Supplies and business
services
Paint, nails, brooms, lubricants,
coal, writing paper, pencils
Ink, whiteboard markers Batteries for penlights
and other tools

9. There are many product differentiations in the market namely the products’ form, features,
customization, performance quality, conformance quality, reliability, repairability, durability,
style & design.
form
features
customization
performance quality
conformance quality
durability
reparability
style & design
reliability

10. Product and services differentiation
Product Differentiation Kotler Example Local example Medical Application
Form Aspirin Ballpens Most medications
Features None Cellular phone Xray machines
Customization Levi’s and Land’s End Flower arrangements Personalized treatments
Performance quality Mercedes-Benz Rubber shoes Infectious disease control
Conformance quality Porsche 911 Fastfood restaurants (BOOMERS
CAFE, PIZZA HUT, KFC)
Treatment guidelines
Durability Vehicles, kitchen appliances Entertainment appliances
(television, radio, video players)
Diagnostic machines
Reliability Maytag Home appliances Wheelchairs, patient beds
Repairability Computer hardware or
software
Cellular phone hardware and
software
Diagnostic machines, Ventilators
Style Apple computers, Godiva
chocolates
Vehicles Medications

11. Product and services differentiation
Services Differentiation Kotler Example Local example Medical Application
Ordering Ease Baxter Healthcare
supplies
Lazada, oshopping Appointment booking
Delivery Pizza delivery Fedex, DHL Laboratory results
Installation None Broadband connection Ventilator settings
Customer Training General Electric,
McDonald’s
Foreign exchange stock
holders
Asthmatics using
nebulizers
Customer Consulting IBM, Oracle BPO industries Medical representatives
Maintenance and repair Hewlett-Packard Epson Diagnostic machines
Returns None Cellular phones Medications

12. Product Hierarchy
Item
(PRUDENTIAL
RENEWABLE
TERM LIFE
INSURANCE)
Product Type
(TERM LIFE
INSURANCE)
Product Line
(LIFE INSURANCE)
Product Class
(FINANCIAL INSTRUMENTS)
Product Family
(SAVINGS & INCOME)
Need Family
(SECURITY)

13. PRODUCT SYSTEMS & MIXES
PROCTOR & GAMBLE
PRODUCT-
MIX
WIDTH
DETERGENTS TOOTHPASTE BAR SOAP DISPOSABLE
DIAPERS
PAPER
PRODUCTS
PRODUCT
LINE
LENGTH
Ivory Snow
(1930)
Tide (1946)
Gleam (1952)
Crest (1955)
Ivory (1879)
Camay (1926)
Zest (1952)
Safeguard
(1963)
Oil of Olay
(1993)
Pampers (1961)
Luvs (1976)
Charmin (1928)
Bounty (1965)

14. • Design is the totality of features that affect how a product looks,
feels, and functions to a consumer.
• Design offers a potent way to differentiate and position a company’s
products and services
• Design offers functional and aesthetic benefits and appeals to both
our rational and emotional sides
• Examples:
• Kotler example: Hewlett-Packard PCs
• Local Example: Magnum Cafe
• Medical application: GE healthcare electronics
Product design

15. PACKAGING, LABELING,
WARRANTIES &
GUARANTEES

16. PACKAGING
• All activities of designing and producing the
container for a product.
• 3 LEVELS OF MATERIALS
1. Primary Package
2. Secondary Package
3. Shipping Package

17. OBJECTIVES
OF PACKAGING
1. IDENTIFY THE BRAND
2. CONVEY DESCRIPTIVE & PERSUASIVE INFORMATION
3. FACILITATE PRODUCT TRANSPORTATION &
PROTECTION
4. ASSIST AT-HOME STORAGE
5. AID PRODUCT CONSUMPTION

18. MARKETING TOOL
• COMPANY & BRAND IMAGE
• Ex. Garnier Fructis -
bright green hair care
packaging
• INNOVATION OPPORTUNITY
• Ex. Heinz EZ Squirt
ketchup & upside-down
bottle

19. LABELING
1. IDENTIFIES
PRODUCT
2. DESCRIBE PRODUCT
3. PROMOTE PRODUCT

20. WARRANTIES & GUARANTEES
• All sellers are legally responsible for buyer’s
normal or reasonable expectations.
• WARRANTIES
• Formal statements of expected product
performance by manufacturer.
• Products can be returned to
manufacturer for repair, replacement, or
refund.

21. WARRANTIES & GUARANTEES
• EXTENDED WARRANTIES
• Best Buy & Circuit City
• GENERAL & SPECIFIC GUARANTEES
• P&G - product returned if customer satisfaction not met
• CROSS - pens & pencils guaranteed for life

22. SUMMARY
1. PRODUCT CHARACTERISTICS
2. 5 PRODUCT LEVELS
3. DURABILITY & TANGIBILITY
4. PRODUCT DIFFERENTIATION
5. SERVICE DIFFERENTIATION

23. SUMMARY
6. PRODUCT HIERARCHY
7. PRODUCT SYSTEMS & MIXES
8. PACKAGING
9. PACKAGING AS MARKETING TOOL
10.WARRANTIES & GUARANTEES