Product element of the marketing mix

Product is the element of the marketing mix that covers what the good or service actually is. It includes every choice about the thing being sold, not just its name.

What product decisions include

• Design – how the good looks and works, such as the shape and lid of a reusable water bottle.
• Features – what it does, for example a leakproof lid or a built-in filter.
• Quality – how well it is made and how long it lasts.
• Range – the different versions offered, such as two sizes and five colours.
• Branding – the name and logo that help customers recognise it.
• Packaging – the box or wrapping that protects it and gives information.
• Extra services – added help such as free personalisation, an extended warranty or after-sales support.

For a service, the same ideas apply: a dog-walking service might offer a daily photo update as a feature, a trained and insured walker as a sign of quality, and a free first meet-and-greet as an extra service.

Being different and staying appealing

Product decisions also look at competitors. A business asks what its good or service offers that rivals do not, so customers have a reason to choose it. For example, a bottle with a leakproof lid and free name printing is different from a plain bottle on a supermarket shelf.

Product decisions are not made once. A business can update a product by adding a feature, improving quality, extending the range or refreshing the branding. This keeps it appealing as customers' tastes and competitors' offers change.