6. Marketing Mix - Product

1. overview 2. planning 3. swot 4. marketing plan 5. marketing mix 6. product
7. price 8. promotion 9. place 10. literature 11. public relations 12. promos
13. advertising 14. sponsorship 15. sales
Marketing Mix - Product

What are the products features?

What are the benefits of those features?

Do you need all those features?

Where a product is technically orientated it is not uncommon for the product to contain features that have dubious benefits as far as the customer is concerned.

These features might be very clever, or even technically brilliant but unless they can be appreciated by the customer and perceived to be of use by the customer then they have no relevance.

Now this in itself is not necessarily a problem except that products with added features usually cost more to manufacture. Your profits are hit.

Alternatively, I have been involved in the marketing of technical products where some of the more basic requirements for a successful product are overlooked or ignored - usually because the feature the customer would like to see is not a technical feature.

An example here is where I was involved with the marketing of the installation of security products such as burglar alarms. In the company, dominated by engineers, the product supplied was sometimes over specified and yet the time spent with customers explaining the way it worked was minimal.

And on many occasions the customer was left with either no instruction booklet at all or was left with a document that more resembled a technical manual! All the customer really needed was something which sets out in layman's terms exactly how to use the product.

How will the product be serviced? Is it the product you are really interested in or the back-up service behind it? Does Hewlett Packard make more money by selling printers or by selling print cartridges and other ancillary products/services? A clear understanding and recognition of points like this will have a dramatic impact on, for example, your pricing strategy!

Depending on how important this is to you will obviously determine how much resource you put into this area and how much expertise you choose to develop. It may be that the development of a thorough and efficient servicing operation provides your company with the competitive edge you are looking for. Alternatively, removing all support for your product and directing your customers to alternative companies might enable you to reduce your overheads substantially and give your product a different competitive edge - that of cost (and hence price).

Is there an opportunity for expanding the product range? In the personal finance market, if you already have a customer who is purchasing a mortgage from you it is not inconceivable that he would be interested in purchasing a pension plan or an insurance policy from you also. Sometimes the inclusion of additional products like this are not as obvious as it might seem and a bit of lateral thinking is called for.

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The following are a number of testimonials from satisfied clients. We are really pleased to receive these testimonials, and proudly list them here.

Thanks for the website Ian.
As you stated, I have had a steady stream of enquiries since setting me up on the internet.
Morning Ian, just a short note to say 'thankyou' for the work on my website. Not only am I pleased with the way it looks, but I could not believe it when I got my first enquiry from it only a few days after its completion. All you said would happen has indeed happened.
Thank you very much for your kind help. It is really a good advice for my marketing plan.

Thanks and best regards,
Hi Ian Just a short note to tell you we have had a very good season, an excellent sales increase so we should be ok now the autumn is here and going very soon into Winter.. . . . . . . . .
Thanks Ian. The website has certainly increased our Bookings and we look forward to next year.
Best Wishes
I am not really interested in getting back in to PPC as it cost a lot of money last time for not a lot of return. We have been without it for over a year and what you are doing is still increasing visits and turnover on the site.
Sports Outlets
Just a quick note to say I’m very interested in maintaining the website you have completed a marvellous job of so far. We are already noticing a complete change and receiving a lot higher internet inquires.
Thanks Ian
Hello Ian, came across your website via a Google search and wanted to say how impressed I am! The marketing plan template arrived within seconds of my request - it is clear, tremendously helpful and has provided me with the structure I desperately lacked as I prepare to kick off my new business on 1st September! A really super service, am sure I will be in touch again over the coming weeks to discuss other elements of your offer.

Thanks and regards

....... I have also noticed the success of extra clicks! Business is also up by at least 15 percent from last year. Regards
Owner (Dry Cleaners)

I would just like to bring a ray of sunshine to your day (well it did for me).
Since we started to work with Ian Smith, our Adwords guru, our results have improved impressively. These figures are the average across the board, ..
Our Click through rate has gone from 1% to a very credible 4.5%
Our average cost per click has dropped from 87p to 63p (just remember some clicks are still £2+).
Our average position has gone from 5.4 to 4.6
So all in all a very good result and with further input we hope to do even better.
Interior Design Retailer