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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.



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 can give benefits to a product such as:

  • Attractive design.
  • Protection during transport.
  • Ease of access to the product.




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.



E-mail Steve Margetts