Product (AQA GCSE Business)

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The Importance of Product

  • A product's features, function, design and branding are key elements of its appeal to customers

    • Features and functions include aspects such as size, dimensions, capacity, colour, aroma, texture and capabilities

    • Design relates to the appearance of a product and its packaging, determined in the design mix

    • Brand refers to the identity of a product that makes it stand out from rival products or services, including aspects such as logos, slogans, colour schemes and personality

The Design Mix

  • The design mix refers to the combination of elements that make up a product's design

    • Function is what a product can do and how well it does it

      • E.g. A simple lawnmower should cut grass, whilst a more advanced model may cut grass to different lengths and collect cuttings

    • Aesthetics is how a product appeals to consumers' senses, including its appearance, aroma, texture, sound quality or taste

      • E.g. Luxury perfumes are beautifully packaged in carefully-designed bottles and use a range of attractive scents

    • Cost refers to how cost-effectively the product is to manufacture, distribute and sell

      • E.g. Mass-produced chocolate bars are manufactured on production lines and sold at a relatively low price

      • Hand-made chocolates are produced in small batches and sold at a higher price

      • In both cases, they can be made and sold profitably

  • Balancing the elements of function, aesthetics and cost helps to ensure a product's design is both functional and attractive while being cost-effective for both the manufacturer and the consumer

Diagram: the design mix

1-3-1-the-design-mix

Fentimans prioritises all three elements of the product design, while Asda focuses on cost

  • Many manufacturers aim to balance all three elements

    • E.g. Fentimans ginger beer is relatively affordable, packaged in eye catching bottles and the product itself is very good quality

  • Other manufacturers may focus on one aspect more than the others

    • E.g. Asda's own brand of ginger beer is produced at the lowest possible cost and sold to consumers at a very low price

  • Businesses must take care to balance customers' quality expectations with these elements 

    • The target market may value quality less than price and will not be prepared to pay a high price for goods, even if they are of the highest quality

  • Developing a strong brand can help to differentiate a product or service from those offered by competitors, and can help a business to add value as customers are often willing to pay higher prices for brand they recognize and trust

The brand

  • Branding is the process of creating a unique and identifiable name, design, symbol, or other feature that differentiates a product or company from its competitors

  • Strong branding provides four key benefits to a business

Diagram: benefits of branding

Benefits of branding include the ability to set premium prices, recognition and identity and differentiation

Strong branding adds value, allows premium prices to be applied, improves product recognition and identity and differentiates products from those of rival businesses

1. Added value

  • Strong branding can add value to a product by creating a perception of quality, reliability and reputation

    • E.g. Jaguar Land Rover vehicles have a reputation for reliability, style and performance

  • It can also create strong emotional connections with their customers by appealing to their values, beliefs, and emotions

    • E.g. Brands like Patagonia and TOMS have built their brand identities around commitments to ethical causes, which resonate with loyal customers who prioritise these values

2. Ability to charge premium prices

  • Customers may be willing to pay more for a product that is associated with a well-established brand

    • They often perceive products with strong branding to be of higher quality and therefore worth the extra cost

    • E.g. Perrier sparkling water sells at a significantly higher price than very similar supermarket own-brand products

3. Branding establishes recognition and identity

  • This helps to build trust and credibility and creates an emotional connection with customers, which generates repeat purchases

    • E.g. Best-selling soft drinks brands Coca Cola and Pepsi are instantly recognisable due to their logos, packaging designs and colour schemes

  • Brands can gain exposure and build their reputation by aligning themselves with events, organisations, or individuals that share their positive associations or values

    • E.g. Nike has sponsored many high-profile athletes and sports events, such as the Olympics and the World Cup

    • The business has built a reputation for being a brand that champions excellence and inspires people to be their best

4. Business differentiation

  • Branding differentiates a business from its competitors, helping to develop a strong USP that helps a product stand out from its competitors

    • E.g. Apple is known for its innovative, sleek design and use of quality materials, which sets its products apart from its competitors

    • The company has built its brand around this USP and is recognised worldwide for its premium design

  • A brand supports marketing and advertising efforts

    • Key brand elements can be used to build memorable promotional materials and campaigns

      • e.g. Cadburys' purple brand colour is used throughout its promotional materials

Product Life Cycle

  • The product life cycle describes the different stages a product goes through, from its conception to its eventual decline in sales

  • There are typically five stages in the product life cycle

    • Development, introduction, growth, maturity, and decline

Diagram: the product life cycle

The five stages a product goes through over its life span - from initial development to eventual decline 

The five stages a product goes through over its life span - from initial development to eventual decline 

  • The implications for cash flow and marketing vary at each stage of the product life cycle

  • Companies should tailor their marketing strategies and manage their cash flow to ensure long-term profitability and success

The Stages of the Product Life Cycle


Stage


Explanation


Implication

Research and development

  • The focus is on designing and developing the product

  • The business usually incurs high costs for research and development, market research, and product testing

  • Cash flow is usually negative during this stage, as the company is investing heavily in the product without generating any revenue

  • The marketing strategy during this stage is focused on creating awareness and generating interest in the product

Introduction

  • This stage begins when the product is launched

  • It is characterised by slow sales growth as the product is still new and unknown to most consumers 

  • Cash flow is usually negative, as the business usually incurs high costs for promotion, advertising and distribution

  • Marketing efforts are focused on creating awareness and generating interest in the product

Growth

  • The product enters this stage when sales begin to increase rapidly

  • The business focus shifts to building market share and increasing production to meet this growing demand 

  • Cash flow usually turns positive during this stage as sales revenue increases and costs are spread out over a larger volume of production

  • The marketing strategy is to differentiate the product from its competitors and build brand loyalty

Maturity

  • This stage is characterised by high sales but slowing sales growth 

  • Market saturation is likely 

  • Cash flow is usually positive during this stage as sales revenue continues to come in and costs are reduced through economies of scale and efficient production processes
     

  • The marketing strategy aims to maintain market share and increase profitability by cutting costs and finding new markets

Decline

  • Decline starts when sales begin to fall as the product becomes obsolete or is replaced by newer products

  • The business's focus shifts to managing the product's decline and reducing costs

  • Cash flow usually turns negative as sales revenue declines and costs associated with the product's decline increase 

  • The marketing strategy may involve discontinuing the product, reducing prices to clear stock or finding new uses for the product

Extension Strategies

  • Extension strategies refer to the techniques used by businesses to extend the life of a product beyond its natural life cycle

    • They are designed to boost sales and maintain profitability for a product that has reached the late maturity or decline stage of its life cycle

  • There are two types of extension strategies, which are often implemented at the same time

    • Product-related extension strategies

    • Promotion-related extension strategies

Comparison of Product and Promotion-related Extension Strategies


Extension Strategy


Explanation


Examples

Product-related

  • Changing or modifying the product to make it more appealing to customers 

  • This could involve improving or adding features, increasing capacity or redesigning its appearance or packaging

  • Product-related extension strategies also involve targeting new markets with different product features

  • Product improvements e.g. Samsung releases new versions of its Galaxy Smartphone every year with upgraded features and improvements to the previous model

  • Line extensions e.g. Coca-Cola introduced Diet Coke and Coke Zero as line extensions of its original

  • Repositioning e.g. when IBM's personal computer division started losing market share to other brands, it repositioned its products as high-end business machines and focused on the enterprise market
     

Promotion-related

  • Changing promotional activity related to the product 

  • This could involve changes to advertising, different pricing tactics or attractive sales promotions

  • Promotion-related extension strategies may also be used to target new markets

  • Changes to advertising, e.g Kellogg's continues to advertise its Corn Flakes which have been around since 1906

  • Price promotions, e.g. Cyber Monday occurs on the first Monday after Thanksgiving in the USA and electronic firms discount prices significantly in order to boost sales of their products

  • Sales promotions: e.g. many coffee shops offer a loyalty programme where customers can earn a free drink for every six drinks consumed

Examiner Tip

It is easier to write down everything you know about this topic than answer the question set. Keep referring back to the question stem to ensure that your answer remains focused.

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