Section outline

  • Product

    Product is the most important “P” in the marketing mix. A successful product has to fulfil a specific need in the market. It’s design, appearance, packaging are all important factors. Functionally, it must be able to perform its function as promised.

    In applying marketing principles, businesses should develop and design their products with their target market in mind. The design, appearance, colour and size of a product should appeal to the target market. 

    The purpose for why consumers would use the product would also be considered in the development of the product. Product Functions, or the things that product is able do, should also be designed to meet the needs of the target market. 

    For example, this vacuum cleaner has been designed for commercial use. The target market is professional cleaners who need a vacuum cleaner that is powerful, portable or easy to move around. The design of this vacuum includes a backpack so users can move freely around rooms without the vacuum getting caught on furniture etc. It has a powerful 1000W motor that allows rooms to be cleaned better and faster. All of these functions were considered during the design and development phase of the product.

    Task: 

    Choose a specific product to profile and then complete the following tasks on a doc or slideshow:

    Product description.

    Fully describe your chosen product. Your description should include:

    • Name of the product
    • Name of the company that makes or sells this product?
    • Features of your product. Colour? Size? Specs etc.
    • Functions of the product. What does it do? OR what is it used for? 
    • Why do people buy your product? What needs or wants does it attempt to satisfy for consumers?
    • Include a picture of your product.

    Target Market description

    • Describe the intended target market of this product. Ensure that you look at a range of factors (at least three) from demographic, psychographic, lifestyle etc. in your description.
    • Explain or give reasons for your choices. Use examples from any features or functions of the product that will appeal to your specified target market. Explain how these features or functions help to satisfy the needs of your target market.