Last week, we looked at the 6 Ps of marketing that enable a healthy and successful marketing strategy, so let’s take a look in more detail the first one: product.

Your ‘product’ is what you are hoping to offer or sell and wish to market to consumers; your product, goods or services.

The considerations that need to be made are:

  • What are the benefits being delivered to the customer and how can these be enhanced to create value?
  • What is unique about the product that makes it stand out from other similar products? What's it's unique selling point? 
  • Think about why a customer would buy your product and not a competitor’s product.
  • Why does the customer need your product at all?
  • How is your product packaged?
  • If selling in-store, where is the product located? Is it easily seen and reached? Where is it in relation to other complimentary products?
  • Is there a variety of complimentary products?

As a business owner, you must take into consideration all aspects of a product as these each play a key role in whether or not customers choose your product over others.

  • Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com