LESSON 10: Marketing Mix: The Product

The big part of triumph of marketing crusades depend on

on the skills of marketers in deciding on the right marketing mix.
The brand should answer the needs, wants and expectations of
the customers. It should be priced practically and be circulated
at the right place.

The product, the price, the promotion, and the place of

Let’s Start!
distribution should be coordinated well to the target customers.
In this lesson, the relevance and the difference of the product, service, and
experience will be explored.

Target to Hit!

At the end of the lesson, the learners should be able to:

➢ define a product and differentiates the product, services, and
experiences ABM_PM11-IIae-16

Let’s Test the Market!

Directions: Read the pretest carefully. Try to assess your prior

knowledge about the topic. Choose the best answer. (Note: Your scores here
will not be recorded since it is a diagnostic test/pretest only.)

1. Which of the following marketing mix refers to all things may be goods or
services, which are being offered to the market for information, purchase,
and/or utilization that would answer and satisfy the needs and wants of the
customers?
A. Product C. Place
B. Price D. Promotion
2. Which of the following terms refers to activities, benefits or gratifications
offered for sale that is essentially intangible and does not result in the
ownership of anything?
A. Price C. Service
B. Product D. Promotion
3. Which of the following terms refers to the name, term, signs, symbols,
design, or combination of these, which serve as identification of the
products, services, or institutions that separate them from their competitors?
A. Labeling C. Packaging
B. Branding D. Tagline
4. Which of the following terms serves as the identification or ID card of the brand
because it tells many things about the product’s name, origin, symbol, content,
dimension, and usage?
A. Branding C. Tagline
B. Packaging D. Labelling
5. Which of the following pertains to the process of designing and producing
container or wrapper for products?
A. Tagline C. Packaging
B. Labelling D. Branding

Let’s Do This!

Activity No. 1: Define Me!

With the aid of your prior knowledge, define Product with your own words.
Product is _________________________________________________________
_________________________________________________________________

Activity No. 2: Match It!

Match the term with their corresponding description or examples. Write the letter
on the space provided.
a. Activities, benefits or gratification offered for
___1. Design sale
___2. Style b. Candles, Detergent soap, toothpaste
___3. Features c. Cotton, Oil, iron, tires
___4. Quality d. Cellphones and laptops
___5. Branding e. Paint and computer repair
___6. Packaging f. Generators and Lift trucks
___7. Labeling g. Vintage car
___8. Convenience Product h. St. Peter Insurance Plan
___9. Capital Items i. Determines the usefulness of the product
___10. Supplies and Services j. Establish product distinction
___11. Unsought Products k. Physical appearance of the product
___12. Specialty Products l. Determinants of customer value and
___13. Shopping Products satisfaction
___14. Service m. Identification of the product
___15. Product support service n. Identity of the brand
___16. Materials and Parts o. Wrapper of the product
p. Building healthy relationship with customers
 Activity No. 3: Differentiate It!
Identify the following statements if it is a Product, Service or Experience. Write
your answer on the space provided.
____________1. There are lots of items here like bags, shoes and perfume.
____________2. You can avail free massage if you buy an item during the
promotional campaign.
____________3. It is good to shop here. I feel safe and comfortable.
____________4. We render a tutorial for the new client like you.
____________5. I am not satisfied with their accommodation.

Let’s Explore!

Marketing Mix or 4Ps concept is relevant in designing a marketing strategy for

a brand. The Marketing Mix has four (4) relevant variables:

Figure 10.1. Marketing Mix or 4Ps

It is vital for the marketers to have a mastery of governing these variables

because the victory of the marketing campaigns of companies is critically depend on
the keen planning of the 4Ps.
The Product: Differentiating the Product, Service, and
Experience

Product is the first variable in the marketing mix. It is the major element in the
entire consumer offerings. It is defined as:
“Product is all things, may be goods or services, which are being offered to
CUSTOMER
the market for information, purchase, and/or utilization that would answer and
CUSTOMER
VALUE satisfy the needs and wants.”
SATISFACTION

From the definition itself, the products are not just confined with the offerings
that consumers can touch such as dress, shoes, jewelries or bags. The product also
include services, individuals, ideas, happenings, locations, and institutions or a
combination of these.

CRM
 According to Kotler and Armstrong,
“Service refers to activities, benefits, or gratifications offered for sale that is
essentially intangible and does not result in the ownership of anything.”
Most of the companies nowadays, can offer both tangible products and services.
For example, some companies can offer products only such as perfume, soap, and
milk tea without services attach into the products. While the other companies offer
service only like massage service in a spa or tutorial service of a teacher.
However, as the competition rises among the companies, the products and
the services are increasingly commodified. That’s why many companies are now
focusing on creating value for the customers. Therefore, companies need to offer
distinction to their products and services through creating and working on customer
experiences with their brands.

In delivering services, experiences of customers with the brands should be

considered as important value. Because of the excellent experience with the
brand’s services, the customers will patronize the products and services. Many
customers patronize brands based on the outcome of their experiences using the
products and services. Thus, many marketing experts believe that that the success
of the company relies on how well it manages the customer’s experience.
Classifications of Products and Services:
1. Consumer Products – refer to any product that are purchased by
customers for their consumption.
2. Industrial Products – refer to any products that are purchased by
individual or institutions for the purpose of implementing the business.
Types of Consumer Products: Types of Industrial Product
Clusters:
1. Convenience products – products
of services that consumers buy 1. Materials and parts – are
regularly or usually such as raw materials or
toothpaste, candies, detergent
manufactured materials and
soap.
parts such as iron, tires, oil,
2. Shopping Products – products or
services that consumers buy
paper, cotton
infrequently like dress, laptop, and 2. Capital Items – are the
cellphones. products that help the
3. Specialty Products – products that companies in operation and
have unique attributes and brand production, installation, and
recognition for which the consumers accessory equipment such
are ready to exert effort. For as generators,
example, limited edition car that only manufacturing plant, lift
available in a certain country. trucks, computers
4. Unsought Products – these are the
3. Supplies and services –
products or services that consumers
these includes operating
are either not aware of the brand
existence or have awareness of the
supplies, repair, and
brand but not usually consider maintenance. For example:
buying it such as funeral services coal, paint, computer repair
and insurance policies.
 Developing Products and Services

The first thing that marketers should consider in developing products and
services is defining the benefits. The benefits are being transferred and distributed
to the customers over product attributes. Attributes are seen through the following:
• Design and Style.
Design has a larger concept that style. It is more than attracting the
attention of the customers through pleasant aesthetics of the brand.
Designs determine the usefulness of the products that goes with the style.
On the other hand, style pertains to the physical appearance of the product.
It may catch up or drop the attention of the buyer.
Through this attribute, the brand will be more distinct and look special in the
eyes of the buyers.
• Quality
Quality is beyond producing a defect-free product. It should be able to
satisfy the consumer’s needs. It has a direct relationship with the product
performance. It is considered as the determinant of customer’s value and
satisfaction.
• Features
Features is important to establish product distinction. It helps to attain
competitive advancement. It is introduced to create market superiority.

Establishing Products and Services

The following product strategies should be considered in establishing products and

services:
• Branding – refers to the name, term, signs symbols, design, or
combinations of these, which serve as identification of the products, services
or institutions that separate them from their competitors. It should be clear
and remarkable to their products and services.
• Packaging – pertains to the process of designing and producing container
or wrapper for products. It is to secure product’s condition. It can attract the
attention of the customers; helps describe the product and create sales for
the company. Good packaging promotes strong recognition of the brand.
• Labeling -serves as the identity to the brand. It tells about the product’s
name, origin, symbol, content, dimension and usage. Label and brand logos
can help to achieve positioning and add personality to the product.
Product/Companies’ logo should be unique, fresh, pleasant, and
promising. Fonts, color, and visual art are the important elements of the
label.
• Product support service – is essential in building healthy relationship with
customers as part of customer’s overall brand experience. It is to ensure
ultimate customer’s experience by maintaining customer’s happiness even
after the sales.
 Discovering New Product Development Strategy

Every marketer should have a solid hold on the perception of new product
development to successfully give birth and nourishes the growth of new product.
Many companies obtain new products through procurement of companies that
produce commodities.
For example, a leading fried chicken fast food corporation bought a
company that operates the largest pizza food chain in the market. All the signature
pizza products of the newly acquired company will be treated as new products of
the corporation.
Conversely, companies may also develop new products through
enhancement of its original product. They can improve the old product and add
some modifications to keep up with the newest trends in the market. Modifications
on product features, benefits, and promotion will be based on the recommendation
of the research and development team through their researches and studies of
consumer insights, marketing environment and competitive landscape. Therefore,
the companies can produce and develop products with superior value to
customers.
Certain stages have to be considered in doing new product development.
Stages include:
8.Commercialization – The new product is assumed to be ready for
the national launching. Marketers should be conscious on the timing of the
launch, the distribution and availability of the product and the promotional tools
to be used.

7. Test Market Stage -The companies will select a specific geographical

area to check the product’s marketability. Product will launch to the particular area
and performance marketing mix will be monitored and evaluated. The result will be
the basis if the product needs adjustments or completely passes the tests and ready
for grand launching in national market.

6. Product Development Stage – The prototype of the new product is being

designed and produced. It will face series of testing and presented to selected people
representing the target segment of the market to make sure that the product is ready and
there is no need for further modification.

5. Business Analysis Stage – Marketers should focus on the review of product sales
cost, and profit. Marketers should consider not only the feasibility of the product but also the
financial worth of the new product to the company.

4. Marketing Strategy & Development Stage – Marketers will develop a marketing

strategy based on the tested and treated new product concept. They should identify critical strategic
marketing elements like target audience, objectives, product positioning, pricing, distribution -plan and
promotional tools.

3. Concept Development and Testing Stage -Concepts may go with different forms. From
product idea, the marketers will transform it into product concept, a more detailed description of a product
idea. Product concept should be visualized as actual and potential product using consumer’s lenses.

2. Idea Screening Stage – Marketers should look at the most feasible and practical ideas to develop. All
ideas may seem promising but marketers should dive into the idea and explore it to find if it has potential to bring
triumph to the company.

1. Idea Generation Stage – Great products come from simple ideas that carefully polished by skillful
hands of the marketing team. Potential ideas for new products may come from sources such as market
research, customers, employees, consultants, distributors and suppliers.
 Determining Product Life Cycle (PLC)

A marketing statistic exposes that every product has a life cycle, and not all
products will have a same life expectancy. Some brands may live long and some
may have short-lived life. Marketing specialists should be prepared to face any
result of their marketing plan. If things turn sour for the brand, the company must
be willing to recalibrate its strategies to reach the marketing goals.
Product life cycle (PLC) is an important concept that should be understood
by all marketing practitioners. PLC concept provides marketers full description of
the stages of the product will go through, from the conception of the product to the
final stage. Thus, the marketers will have a greater chance to strategize its moves
as the product reaches each stage.

Introduction Growth Maturity Decline

Introduction Maturity Stage Decline Stage is

Growth Stage
Stage includes is when sales the final stage of
is characterized
research and the cycle. The
by having sales are near their
development, sales of the brand
market testing, increase at a peak but the
begin to fall and the
and launching fast rate. rate of growth is
profits of the
of the product gradually going company start to
down. drop.

Marketers often extend the life of the product by strategizing the marketing mix.
Marketers may do the following strategies:
Use advertising and other promotional tools to get new market.
Reduce the price of the product by offering best deals or special
discounts.
Develop products by adding new value, new features and improving the
specification.
Discover new markets by making product launch new geographical
areas.
Redesign packaging or rebrand the product.
 Bear in Your Mind!

Summary of Key Ideas:

• Marketing Mix consists of 4Ps – Product, Place, Price and Promotion

• Product is all things, may be goods or services, which are being offered to the
market for information, purchase, and/or utilization that would answer and satisfy the
needs and wants.
• Service refers to activities, benefits, or gratifications offered for sale that is
essentially intangible and does not result in the ownership of anything.
• Two (2) Classifications of Products and Services:
1. Consumer Products – purchased by customers for their consumption.
2. Industrial Products – purchased by individual or institutions for the purpose of
implementing the business.
• Types of Consumer Products: Convenience products; Shopping products;
Specialty products; Unsought products
• Types of Industrial Clusters: Materials and parts; capital items; supplies and
services
• Attributes of Products and Services: Design and style; quality; and features
• Product Strategies: Branding; Packaging; Labeling; product support service
• New Product Development Strategy Stages:
1. Idea Generation Stage
2. Idea Screening Stage
3. Concept `development and Testing Stage
4. Marketing Strategy and Development
5. Business Analysis Stage
6. Product Development Stage
7. Test Marketing Stage
8. Commercialization
• Four Major Stages in Product Life Cycle:
1. Introduction Stage
2. Growth Stage
3. Maturity Stage
4. Decline Stage

Check What you Know!

1. Develop a marketing mix plan – PRODUCT for organic tomato ketchup.

Please be guided by the following:
PRODUCT
• Design and style
• Quality
• Features
• Branding
• Packaging
• Labelling
• Product support service
2. Produce print out of your marketing Mix plan - Product
 Reflect with it!

“Smart planning of 4Ps (Product, Rice, Place and Promotion)

is a sure win for a brand.”

Write your reflection about the quote written above. Three to five sentences are
enough.
_______________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Challenge Yourself!

1. Go to the nearest convenient store in your house. Look for 2 different brands of
1. seasoning (e.g. Magic Sarap, Ginisa Mix)
2. Coffee 3 in 1 sachet
3. Shampoo in a sachet
2. Compare their design and style, packaging, labeling, features, quality, and
product support service. Write your analysis of two brands.

Assess What You Have Learned!

Directions: Read the test carefully. Choose the best answer.

1. Which of the following marketing mix refers to all things may be goods or
services, which are being offered to the market for information, purchase, and/or
utilization that would answer and satisfy the needs and wants of the customers?
A. Product C. Place
B. Price D. Promotion
2. Which of the following terms refers to activities, benefits or gratifications
offered for sale that is essentially intangible and does not result in the ownership
of anything?
A. Price C. Service
B. Product D. Promotion
3. Which of the following terms refers to the name, term, signs, symbols, design,
or combination of these, which serve as identification of the products, services,
or institutions that separate them from their competitors?
A. Labeling C. Packaging
B. Branding D. Tagline
4. Which of the following terms serves as the identification or ID card of the brand
because it tells many things about the product’s name, origin, symbol, content,
dimension, and usage?
A. Branding C. Tagline
B. Packaging D. Labeling
5. Which of the following pertains to the process of designing and producing container
or wrapper for products?
A. Tagline C. Packaging
B. Labeling D. Branding
6.Which of the following new product development stages focuses on selecting specific
geographical area to check the product’s marketability?
A. Business Analysis C. Test Marketing Stage
B. Product Development Stage D. Commercialization
7. Which of the following stages in Product Life Cycle characterized by having sales
increase at a fast rate?
A. Introduction Stage C. Maturity Stage
B. Growth Stage D. Decline Stage
8. Mr. Perez regularly shops at SM Valenzuela. He thinks and feels that the shopping
mall provides the most pleasurable shopping experience to him. What marketing factor
pursuits for him?
A. Product C. Experience
B. Service D. Market Value
9. You are new in the business world and you want to secure your product’s condition.
Which of the following strategies will you focus on for your product?
A. Branding C. Labeling
B. Packaging D. Product support service
10. You are in the manufacturing business of instant noodles. But you want to make
your instant noodles different from the others, so you add vitamins, new flavor and
user-friendly packaging. What is the attribute enhanced on your product?
A. Design and style C. Features
B. Quality D. Packaging

What You Have Got!

ACTIVITY ITEM YOUR SCORE

Let’s Do This!
Check What You Know!
Reflect with It!
Challenge Yourself!
Assess What You Have Learned!
TOTAL

Student’s Signature over Printed Name

Parent’s Signature over Printed Name

Teacher’s Signature over Printed Name

Date
 References:
• Camilar-Serrano, Angelita Ong, Principles of Marketing, Unlimited Books
Library Services & Publishing, Inc., 2016
• Gonzales, Edward D., Principles of Marketing, JFS Publishing
Services, Manila, Philippines, 2016
• https://images.app.goo.gl/7YDa4918vVHqkSYv7
• https://images.app.goo.gl/8NS8XyWigBW8sJnx5
• https://images.app.goo.gl/RQUB95D26nYqRiXF7
• https://images.app.goo.gl/MsDdJ88Uw6SAKNH39

Answer Key:

➢ Let’s Do This!
• Activity No. 1 Define It! - Answers may vary but must be related with this
definition: Product is all things, may be goods or services, which are being
offered to the market for information, purchase, and/or utilization that would
answer and satisfy the needs and wants.
• Activity No. 2. Match It!
1. I 6. O 11.H 16. C
2. K 7. N 12. G
3. J 8. B 13. D
4. L 9. F 14. A
5. M 10. E 15. P
• Activity No. 3. Differentiate It!
1. Product 2. Service 3. Experience 4. Service 5. Experience
➢ Check What You Know – Answers may vary.
➢ Reflect with It! – Answers may vary.
➢ Challenge Yourself – Answers may vary.
➢ Assess What You Have Learned:
1. A 6. C
2. C 7.B
3. B 8. C
4. D 9. B
5. C 10. C

Prepared by:
Emerita “Emz” J. Esteleydes
T-III - Pag-asa NHS, Bansud