Product (Edexcel GCSE Business)
Revision Note
Written by: Steve Vorster
Reviewed by: Jenna Quinn
The Design Mix
The marketing mix (4Ps of marketing) provides a framework for businesses to create and implement successful marketing strategies
The 4Ps represent the key elements of a marketing strategy: product, price, place, and promotion
These four components work together to satisfy the needs and wants of a target market while achieving the company's objectives
The product design mix refers to the combination of elements that make up a product's design
These elements include function, aesthetics, and cost
Products can be tangible goods (they can be held) or intangible services (something the customer pays for but cannot necessarily touch e.g. web hosting service)
Balancing the elements of function, aesthetics, and cost, helps the product design to be both functional and attractive, while also being cost-effective for both the manufacturer and the consumer
Some manufacturers aim to balance all three elements e.g. Fentimans ginger beer is relatively affordable and is 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 own brand ginger beer is produced at the lowest possible cost and sold to consumers at a very low price
Function
The function of a product refers to its intended purpose and the specific tasks it is designed to perform
A product's function is the most important aspect of its design because it determines how well the product will meet the needs of its intended users
E.g. A multi-plug adaptor which breaks after one months use will to be seen by customers to fulfil its function
Aesthetics
Aesthetics refer to the product's visual and sensory appeal, including its form, shape, colour, and texture
Aesthetics play an important role in attracting customers, creating brand loyalty, and generating word of mouth recommendations
E.g. Apple products are well known for their pleasing looks and use of quality materials
Cost
The cost of production must be considered when designing a product, as it directly affects the price point at which it can be sold
A well-designed product should balance cost and value, ensuring that customers perceive the product as valuable enough to justify its cost while still maintaining profitability for the manufacturer
E.g. Asda own brand ginger beer is very cheap to produce and is sold at a very low price
The 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
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 Implications of the Product Life Cycle for the Business Cash Flow and Marketing Strategy
Stage | Explanation | Implication |
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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 to the Product Life Cycle
Extension strategies refer to the techniques used by businesses to extend the life of a product beyond its natural life cycle
These strategies are designed to boost sales and maintain profitability for a product that has reached the decline stage of its life cycle
There are two types of extension strategies:
Product-related extension strategies
Promotion-related extension strategies
Product-related extension strategies
Involves changing or modifying the product to make it more appealing to customers and extend its life cycle and cone be achieved in one of three ways:
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 Coca-Cola
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 extension strategies
Involves changing the marketing and promotion of the product to extend its life cycle and could include one or more of the following changes:
Changes to advertising e.g Kellogg's continues to recreate adverts for its Corn Flakes cereal which has 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 program where customers can earn a free drink for every six consumed
The Purpose of Product Differentiation
Product differentiation is an attempt by a business to distinguish its products from those of competitors
This involves creating functions or features of the product (or firm) which help it to stand out from its competitors
Strong product differentiation helps the firm to develop its competitive advantage
The development of product differentiation often helps a firm to create a unique selling point for its product which can be used in marketing
Product differentiation may be tangible (clearly visible) or it may be a perception that is created about the product in the consumer's mind
Successful product differentiation helps the business to increase demand for its products, increase brand loyalty, and allow the business to charge higher prices
Examples of successful product differentiation include:
In 2014 Hyundai Cars in Singapore introduced a three year warranty on all new cars when the industry standard was one year
Green and Black use Fairtrade cocoa AND sugar in the production of their chocolate
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