The document discusses the 4 P's of marketing mix, focusing on the "Product" P. It defines a product and explains that marketing revolves around products. It outlines the importance of products and discusses aspects of products like aesthetics, functionality, and ease of use. Examples are given of brands like Apple, Nike, and Alphabet that effectively use product aspects. The document also discusses brands like Nokia, Kodak, Xerox, and Campa-Cola that failed to effectively leverage their products. It concludes that understanding the importance of products in the marketing mix allows businesses to create products that meet customer needs and develop successful marketing strategies.

1. National Rail and Transportation Institute
4 P’s of Marketing Mix
Group 4
Under the guidance of:
Prof. Jishnu Changkakoti
Submitted By :
Abhishek Kumar Yadav
Badal Bisan
Deepak Bhardwaj
Jyoti Kumari
Kartikae sharma
Ranjan kumar

2. 4 P’S OF MARKETING
Marketing mix made up with 4 P’s.
• Product
• Price
• Place
• Promotion

3. PRODUCT
• A product is a mixture of various features like tangible and intangible attributes
and comes with co-related services which provides satisfaction to consumers. It
is a bundle of utilities, benefits and services design.
• As Philip Kotler “Anything that can be offered a market for attention,
acquisition, use or consumption that might satisfy a desire or need”.
• Marketing revolves around the basics of the product. It flows parallel with the
life cycle of the product.
• Products volume and availability of its kinds is the foundation of the people’s
living and social standards.

4. IMPORTANCE
• Product is the Centre of all Marketing Activities
• Starting Point of Marketing Planning
• Product is the Key to Market Success
• Importance from social Viewpoint
• A Competitive Weapon

5. ASPECTS OF PRODUCT
• Aesthetics – It is the product description and helps us to understand the product and its contents—how can
it be used, what it the procedure of its making, from where it is originated, and where does it end up.
• Symbolic- This aspects obtains the face of the products, It derives some sort of pride, prestige, emotional
connection or self-identity to the customer. It communicates the meaning of the product apart from its
materialistic side, for example its social position ,environmental friendly approach or its design and so on.
Like even being a transport means, a car holds the symbolic value of safety, status , pride etc.
• Functionalities- It means that if a design can work and help the consumer to meet their needs. Products
such as table chair to books or web graphical interface, the functionality varies but is present all over. If the
designs is properly working, It performs well and live up to the expectations.
• Qualities- Next one is the quality of the product, can it satisfy the consumer needs or not? The question
alone has a lot of weighted as it can alter the product future. The product should serve its purpose properly
even with the repetitive usage.
• Ease of use – The ease of handling and usage of the product is one of the main aspects a consumer
searches at the time of the purchase. Complexity creates confusion and misinterpretations.

6. USAGE OF PRODUCT AND ASPECTS
•Value for customers : The basic reason for the development of a
new product is to add a value to the consumer. There is no
exchanging of your money for new devices without this. If the product
or service can provides a great value, the consumer are inclined to try
it.
•Society betterment : All trade and marketing practices are done in
our social environment, so the product helps in the improvement of
the society also. Constantly evolving technology is proven to be a
blessing for the society. Also the regular product development
practices need hiring of the recourses. This leads to the generations
of the employments and income.
•Growth of the Company : Products helps in regular or feasible
growth of the company. There for the company’s growth the use of
product innovation is necessary roadcuts help in company
sustainability by offering new value to its customers which generates
additional revenues.

7. BRANDS THAT USE PRODUCT FUNCTION VERY WELL :
• Alphabet : Whenever we heard Alphabet the first thing that pops
up in our minds is the Google. Todays world google is not simply is a
searching engine it has diversified itself and maintained a growth in
the competitive market.
Google launches its various software like Gmail, Google
spreadsheet, Google meet, G pay etc., which are used by us in our
day to day lives.
• Coca-Cola : The Coca-Cola is one of the first company that has made
its impact in the soft drinks industry. Its bottle shape and the colour
is itself the identity of the product. It contains over 3900 beverage
options including Sprite, Fanta, Diet-Coke, Zero.
With its price discrimination strategy modal it differentiated its
product prices and make them available to everyone in the
market.

8. Apple :Apple has the wide range of its products mix ready to hit every aspect of the modern
society they did not only develops products in the consumer electronic market but also
focuses on the technology service market
Apple contains wide variety of product mix like: IPhone, Mac, IPad and wearables in the
technological range and products like : AppleCare, ICloud , Digital Content and Payment
Gateways in its service market.
Apple was the first to create a touchscreen smartphone that could play music, browse the
Internet, and make phone calls. With the help of iPhone, Apple expend its product line up.
Nike: Nike has changed the fashion industry game with its well designed product mix
structure. It has broadened itself in various regions of the fashion world. The largest chunk of
its market product is in its shoe business.
Nike’s Air Jordan's is the biggest example of the product development strategies, Even
sometimes the resale value of the Jordan's could be higher than the selling price according
to the demand of the particular model.
Nike product mix includes clothing, accessories, shoes which has satisfied the customer’s
demand and provide them a feeling of a leisure item.

9. BRANDS THAT FAILS TO USE THE PRODUCT VERY WELL
• Nokia: Due to its poor marketing strategies as a result, the consumers were confused
while making a choice. Also, it was unable to create a brand appeal for these products
when it comes to mobiles.
A pervasive bureaucracy leading to an inability to act, destructive internal competition
and the failure to realize the importance of lifestyle products like the iPhone.
• Kodak : Kodak was unaware that its strategy, which had worked in the past, was suddenly
working against it. The plan failed due to rapidly evolving technology and market
demands. Kodak spent its money on the acquisition of numerous tiny businesses, which
prevented it from promoting the sale of digital cameras.

10. • Xerox- Xerox fails to maintain competitiveness and making continuous
innovations which is the part of the firm.
Its downfall has started from when they introduced their new product called
XeroxStar which is valued at $16000 by the company and on the other side the
IBM’s PC for business is sold for only $1600. Also the company did not renew
patent rights for its photo copier product.
• Campa-Cola- After the Globalization in India in 1991, the new economic
reforms were made and Pepsi and Coca-cola re-entered the market
with aggressive advertising policy that effected the campa cola market.
Product differentiations were absent in the brand that resulted in the
back footing of the brand.

11. CONCLUSION
The product of a marketing mix is an essential factor in any successful marketing
strategy. It is the foundation from which all other elements of the marketing mix
are built. By understanding the importance of product in the marketing mix,
businesses can create products that meet customer needs and expectations,
and develop successful strategies that help them to grow and remain
competitive. By understanding the needs and wants of the customer, businesses
can create and promote products that are attractive to their target market and
create a successful marketing mix.

12. Thank you