تیم مشاوران مدیریت ایران IranMCT http://www.iranmct.com

1. Product
Dr. Seyed Reza Hosseini
http://www.iranmct.com

2. What is a Product?
A product has 3 levels
http://www.technologymarketingcenter.com

3. CORE BENEFIT
• The generic product concept has two key issues:
1. Its consumers view of what a given product represents.
2. The aspiration of consumer differ from place to place and time to time.
Eg. For someone Washing Machine would be: comfort in washing the cloths, some,
tough wash, some complete dryer…

4. TANGIBLE SPECIFICATIONS
• Tangibility is added to the core product in the form of features, style, color, design,
efficiency etc.
Eg. The Color of the machine
The Electricity consumption
Detergent Consumption
Capacity
Quality ….

5. AUGMENTED FEATURES
• This fulfill more of psychological or esteem needs.
Brand Name
Services provided
Warranty
Credit Terms

6.  FMCG
• Fast Moving Consumer Goods are the Non Durable Goods.
•
Eg. Sot Drinks, Chips, Ice Creams etc….
• The consumer shows minimum effort in buying these articles.
• FMCG is further sub divided into 3 Classes…

7. 7

8. • Staples
These are goods purchased on a regular basis. Eg. Soap, Pulses, Toothpaste etc…
Whenever the stock is about to end the consumer buys these products again.

9. • Impulse Goods
These are the goods which are purchased without planning or search…
Our external stimuli provokes us to buy these products.
Eg. Cold drinks, Chocolates, Chips….
Most of the time the consumers aim is not buying the product solely but when
spots them, feels, attracted and ends up in buying them.

10. • Emergency Goods
These goods are purchased when the need arises. Eg. Umbrellas in rainy season,
Pullovers in winters etc..
The marketers tries for a very good distribution chain, as the sales is not the same
throughout and whenever the need arises, the product should be available at
maximum places…

11. PRODUCT MIX
• It is the set of product lines and items that a
particular company offers to buyers.
• The Width of product mix refers to how many
different product lines a company carries.

12. PRODUCT
DR. SEYED REZA HOSSEINI
HTTP://WWW.IRANMCT.COM