Product Attributes

Developing a service or product involves defining the benefits that it will present. These benefits are communicated to and delivered by product attributes like features, quality style and design.

i.          Product Quality

Quality is one of the marketer's main positioning tools. Product quality has two dimensions-consistency and level. In developing a product, the marketer has to first select a quality level that will support the product's position in the target market. Here, product quality means performance quality-the capacity of a product to perform its functions beyond quality level, great quality also may mean high levels of quality consistency. Here, product quality refer conformance quality-freedom from consistency and defects in delivering a targeted level of performance. All of companies should strive for high levels of conformance quality.

ii.         Product Features

A product may be presented with varying features. A stripped-down model, one without extras, is the beginning point. The company may create higher-level models by adding more features. Features are a type of competitive tool for distinguishing the company's product from competitors' products. Being the first producer to introduce essential and valued new feature is one of the most effective ways to compete competitor.

How can a company recognize new features and choose which ones to add to its product? The company survey buyers should at regular intervals that have utilized the product and ask these questions: How do you like the manufactured goods? Which particular features of the product do you like most? Which features could we insert to improve the product? The answers provide the company having a rich list of feature ideas. The company may then assess each feature's value to customers versus its price to the company. Features that customers value little in relation to price should be dropped; those that customers value greatly in relation to costs should be added.

iii.        Product Style and Design

Another way to adjoin customer value is through unique product style and design. Some companies have reputations for dazzling style and design. Design is a big concept than style. Style merely describes the appearance of a product. Styles may be eye catching or yawn producing. A sensational style can grab attention and produce pleasing aesthetics, but it does not essentially make the product perform better. Unlike style, design is more than skin deep-it goes to the heart of a product. Good design contributes to a product's usefulness with its looks. Good style and design may attract notice, improve product performance, cut production costs, and provide the product a strong competitive advantage in the target market.