The importance of product marketing
The goods or business services produced by the company should poser different characteristics to those offered by competitors. The business product is a good or service can satisfy the wishes and needs of the consumer.
Tangible and intangible attributes that presents, such as packaging, color, price, brand, and the services it provides, will enable consumers to understand that they are buying more than just physical attributes, ie the benefits are becoming a product to meet your needs.
Product Categories
The product categories include:
1. Tangible products: Those that can touch and see, for example, a car or a television.
2. Intangible products, which are regularly referred to as services. Such products can not touch, taste previously. Examples include a bank, a training course, among others.
Classification
Products can be classified into three groups:
1. Non-durables: We usually eat in one or more times. Examples include the wine and bread.
2. Durables: Those who survive are often the first use, that is not consumed quickly. Examples are machinery, tools, among others.
3. Consumer Products: Are purchased for own consumption. They can be commonly used, so called blocks, emergency, comparison, etc.
How to launch a new product
To develop and market new products will consider the following aspects:
* Identify the opportunity
* Design the product
* Pilot test market
* Making the necessary modifications made after the pilot test
* Sold
* Provide feedback to the process with the information obtained.
The products must come to meet a particular need, therefore must be analyzed and studied the market before its release and even before conception to detect what are the desires, wants, and needs. On this basis the products are designed to be able to meet market needs.
The conception of the idea
* When you conceived the idea of a product, you can apply different techniques:
* The free association of ideas: It consists in giving any idea as valid.
* The analytical method: Allows use of questionnaires or other tools to answer questions.
* Nominal Group Technique: These meetings combine individual work and teamwork.
* Other sources of ideas: Conducting surveys of current or potential customers, group discussions, market research, benchmarking with competitors, etc..
Innovation in product development
Innovation is a process where the idea to develop results in a product, technology or service. It is the possibility of creating something new or did not exist in the market and turn to meet the needs of consumers. When in the product design stage, it is possible to develop an innovative idea which could result, scientific discoveries, technological changes that alter the customs or habits of individuals or companies.
Not all innovative ideas are successful, it is important to have a complete understanding of the needs to satisfy, as well as the necessary tools for implementation.
The major weaknesses are
* Not enough ideas generated within the organization.
* Problems in the treatment of ideas generated.
* Drawbacks in the methodology for the implementation of the new product or service on the market.
The products the company produces and markets will have significant importance in the marketing approach, allowing its insertion into the market and optimizing the positioning against the competition.
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