Design and packaging
Both the design and packaging of a product play a central role. They contribute significantly to the product image and differentiate it from competing products.
Product design considers both function and aesthetic. For example, a coffee maker should have buttons that are self-explanatory and easy to use, as well as have a classic or extravagant look. In addition to the design, the name of the product or the corresponding brand should be well considered.
The design not only affects the product, but also the packaging: is the quality of your product reflected in cheap film, or high-quality cardboard? Does a striking colorful packaging appeal to the target group, or would muted colors be more suitable? These kind of considerations are important for food, beverages, toiletries, and other products that need to stand out among other competing products on the store shelf.
Product service
Another important part of product strategy is the service you provide to your customers before and after you buy a product. You should strive to have a good, readily available customer service for your customers, a warranty with a decent length, and even free delivery of your products. Inexpensive installation of home furnishings, supply technology, and other similar aspects are other things to consider in this area.
Marketing mix example: product strategy for a fashion company
Any fledgling company in the fashion industry who is striving to produce quality clothing should pay attention to the following steps:
- Products: Which garments does your product range include? For example, if you are selling pants, the company has to decide how many models will be produced, what materials they will be made from, what cut they will be, and whether they are aimed towards men, women and/or children.
- Material: What fabrics will you need to source for your planned garments? In addition to the fundamentally required material (like denim for jeans), the quality of the textiles (high-quality, durable denim) also plays a role.
- Garment Design: What are the current fashion trends? What shapes, colors, and patterns will your pants feature?
- Product Variants: What sizes, colors, and designs will be offered in your range? Are you selling jeans in just light blue, or other colors as well? Do you only produce standard clothing sizes, or do you offer a wider range than usual?
- Production: Who makes the clothes, and what will your working conditions be like for those making your clothing?