La Politique produit, chapitre 5 le mix marketing

Introduction

This tutorial explains the concept of the marketing mix, specifically focusing on product policy. Understanding the marketing mix is crucial for businesses as it helps in developing effective strategies for product offerings. This guide will walk you through the definition of product policy, classifications of products, and actions you can take regarding your products.

Step 1: Understand the Definition of Product Policy

• Product policy refers to the strategic decisions made regarding a product, including its design, features, branding, and overall market positioning.
• It involves understanding customer needs and aligning the product offerings accordingly.
• A well-defined product policy helps create a competitive advantage and enhances customer satisfaction.

Step 2: Learn About Classifications of Products

Products can be classified into several categories based on different criteria. Here are some common classifications:

1. Consumer Products

   • Convenience Products: Items that are purchased frequently with minimal effort (e.g., snacks).
   • Shopping Products: Products that consumers compare based on quality, price, and style (e.g., clothing).
   • Specialty Products: Unique items that require special purchasing effort (e.g., luxury cars).
   • Unsought Products: Products that consumers do not think about regularly (e.g., life insurance).

2. Industrial Products

   • Materials and Parts: Raw materials used in manufacturing (e.g., steel).
   • Capital Items: Long-lasting goods that facilitate production (e.g., machinery).
   • Supplies and Services: Operating supplies and services for maintenance (e.g., office supplies).

Step 3: Implement Actions on the Product

To enhance your product’s market performance, consider the following actions:

• Product Development

  • Innovate and improve product features based on customer feedback.
  • Invest in research and development to create new products or enhance existing ones.

• Branding Strategies

  • Develop a strong brand identity that resonates with your target audience.
  • Use consistent messaging and visual elements across all marketing channels.

• Packaging

  • Design attractive and functional packaging that protects the product and appeals to consumers.
  • Consider eco-friendly packaging options to attract environmentally conscious buyers.

• Pricing Strategies

  • Determine pricing based on market conditions, competition, and perceived value.
  • Consider promotional pricing strategies to boost sales temporarily.

Conclusion

Understanding and implementing a robust product policy is essential for business success. By classifying your products and taking strategic actions, you can effectively meet customer needs and stand out in the market. Next, consider exploring other elements of the marketing mix, such as pricing, promotion, and placement, to further enhance your marketing strategy.