The document provides an overview of product layers, features, and classifications as part of a presentation by Mahtab Alam from Trinity Institute of Professional Studies. It defines products as outcomes ready for sale based on market needs, detailing explicit characteristics like physical attributes, associated services, packaging, product mix, and life cycle, as well as implicit characteristics including symbolism and communication. Additionally, it categorizes products into consumer goods, industrial goods, tangible/intangible goods, and durable/non-durable goods.

1. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi
Disclaimer: All content of this Presentation are for classroom Teaching & learning only, not to be used for any other purpose.
MAHTAB ALAM
Assistant Professor
Management Department
Product-Layers Features & Classification

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Product-Definition
Meaning & Definition
Product is the outcome of all inputs after processing in tangible or
intangible form which are ready to sell or consume. Product is
developed after studying the need & wants of target market to
make it more successful.
“A product may be regarded from the marketing point of view
as a bundle of benefits which are being offered to consumer.”
--Rustom.S.Davas--

3. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Layers of product

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Product-Features
A. Explicit Characteristics:
Explicit product characteristics are those the perception of
which is reasonably uniform among the observers. That is,
there is a common agreement as to both the existence and
the nature of these attributes.
There are five such attributes:
1. Physical configuration:
Most obviously, product is a bundle of physical stuff. It is
made up of certain materials wood, plastic, glass, stone,
metal, etc., related in a particular way. Every product has its
own shape, size, density, odour, taste, texture, colour,
weight and host of other such physical attributes.

5. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
2. Associated services:
Products are sold with the common understanding that the seller
will render associated services in case of each product. These are
before and after-sale services. ‘Before-sale’ services are its
demonstration, credit-facilities available and the ‘after-sale’
services are its delivery, installation, making available spare-parts,
repair services to maintain the operating condition of the product
and warrantees expressed or implied.
3. Package and brand name:
It is useful to consider package as the part of product, because, it is
sometimes difficult to separate a product into ‘contents’ and
‘package’. For instance, aerosol shaving creams, deodorants,
cleansers,

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
4. Product mix:
These points out the relationship to other products sold by
the firm or made and sold by the firm. A seller considers the
width, depth and consistency of products offered. ‘Width’
refers to how many different product-lines; ‘depth’ stands for
the average number of items within each product-line and the
‘consistency’ means the similarity among the product lines.
5. Product-life-cycle:
At any point time, a product can be located in some stage of
its existence. Through time, the industry sales of a given
product follow a characteristic pattern of increasing at first
slowly, then at increasing rate, then at decreasing rate and
finally absolute sales begin to decline.

7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
B. Implicit Characteristics:
The explicit product characteristics are seller oriented as they
define the parameters. When one considers the product from
the view point of consumer, these are not explicit. Each person
sees the product in somewhat different and, therefore, unique
way. What is the perception of one man is not the same in case
of another.
There are four such features:
1. Product symbolism:
Product is the cluster of symbols. Among other things, a product
is a symbol by virtue of its form size colour and functions. It is
and it has significance which varies according to how much it is
associated with individual needs and social interaction.

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
2. Communication media: Because a product is the
cluster of symbols, it is a bundle of communication
also. Every product says something about it, itself.
Product is a story teller of what it is? Why for it is
used? At what rate? Made by whom? Where it is
available? And so on. A piece of information is there
with a product given or hidden.
3. Product perception & Evaluation
Product Perception means how a consumer observe
the product and analyse it in the mind then interpret it
with some output in terms of features, quality, size &
density etc.

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Classifications of Product
Consumer Goods:

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Industrial Goods:

11. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Tangible & Intangible Goods:

12. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Durable & Non Durable Goods:

13. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75