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There
is no point in spending a fortune on promoting, charging a competitive price
and getting your product to the right selling place unless people want to buy
it. The product must meet an
identified customer need. A
product can offer a number of benefits to the customer:
- Convenience.
- Good after-sales
technical support and advice.
- Reliability.
- Comfort and ease of
use.
- The knowledge that
if things go wrong the manufacturer will put them right.
- Courtesy and
helpfulness of staff.
- Attractive,
appropriate and efficient design and packaging.
- Peace of mind, you
can trust the company and you know they will not let you down.
The
more benefits you provide the customer, the more likely it is that they will
buy the product.
Image
In
the same way as you or I have an image, products have an image as well.
For example, would you rather be seen wearing a pair of Nike trainers
or a pair of Dunlop trainers?
Packaging
Packaging
can give benefits to a product such as:
- Attractive design.
- Protection during
transport.
- Ease of access to
the product.
Branding
Does
the product have an easily recognisable and unique character?
For example, Coca-Cola is recognisable not only by its logo, but by
the shapes of the bottles, colour of the can and the taste of the product.
 Further
Reading
HMV:
Building the brand image.
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