How does a Product work?
A product is packaged. I'm looking at a container of lip balm.
A package is designed by a designer to best support the utility of the product.
A yellow and white container sits on my desk. It has a diameter that would encompass two dimes side-by-side, the height is about 1.5 dimes. The size is small enough to fit in a purse or pocket but big enough to manipulate with human-sized fingers.
The brand logo is white capital letters.
On a quadrilateral, red background with drop shadow, white text in capital letters reads CARMEX. This is printed on a yellow lid with black, regulatory and description text in a thin font. Thought small, it's still readable.
A product is manufactured - this lib balm is chemically synthesized and manufactured in quantity and squirt into small containers. This container has 0.25 liquid ounces or 7.5 grams.
The containers come from some other manufacturing process of injection molded plastic and metal-bending CNC machining. They are then placed into a container that spits them out appropriately somewhere before the liquid starts squirting.
The final product includes the package that gets scanned at checkout and delivered by UPS trucks. The product is the "thing" you get when you open the box and discard the shipping container. It's the thing you reach for when you have a need. It's the vehicle for the utility that makes your life better.
That's it. You've got it. Don't you love it? Is it everything you expected?
The product then, is one part of the mix — The Marketing Mix a.k.a. The 4 Ps of marketing.
Stay tuned to learn more about the other Ps - Promotion, Place ( or P'distribution ) and Price