Product (AQA GCSE Business)
Revision Note
Written by: Lisa Eades
Reviewed by: Steve Vorster
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
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
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 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
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Research and development |
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Introduction |
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Growth |
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Maturity |
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Decline |
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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
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Product-related |
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Promotion-related |
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Examiner Tips and Tricks
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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