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Discussion on: Product performance or Product design for brand success

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ncitujjwal

Many products can be differentiated in terms of form - size, shape or physical structure of the products. A product form is a key drive of competitive advantage and new product success. Here, one of the example is Dove which offers products such as soap, hand wash and has a glycerin. This means same company can develop same product in different form. Similarly, Dove in white color and its outer look is so good. The logo of Dove is unique and an attractive. The main target customers such as ladies. Similarly, Fogg which is a deodorants brands, Vini cosmetic product came up with different types of product, hair gel, body spray, and deodorant crème. It has a unique packing and first deodorants brand as the without gas body spray. It came with basis USP of long-lasting fragrance and guaranteeing 800 sprays for a single gas bottle (Kulkarni). Another example of product form is Pringle potato chips. Which has unique feature than other chips like Lays, Kurkure and Potato Cracker. It has unique packing and also termed as the only potato chips that doesn’t sell air.

A product function is used by marketers to identify product features or performance and enables a user to have a set of capabilities (Levitt, 1990). Product function is complex then product feature and functionality may or may not be easy to use. This means, it in intangibles marketing products. In intangible product, Levitt (1981) we can’t touch, smell, see and tasted. For example iPhone, we can see its color, size, but we can’t see its software capacity, internal security system, its smart and powerful hardware and Latest AI. So these are very important parameter for iPhone. These all intangible things are product feature. For example, other smartphones Samsung, huwai, Xiomi, HTC, and Sony are good looking and attractive design smartphone than iPhone has high sales rate than others. Because Apple has a unique operating system, High level of Data security mechanism, hardware manufactured by Apple Inc. so that people trust Apple. These all are the major function of Apple Company. Suppose you are going to buy a new car and you have two option, in one side you have Hyundai Tucson without brake system and another side you have TATA Nano with the break I think you choose the second option. Because Car without break is meaningless. So product function matter more than product form in Business.

Personally, I pick functionality and performance over the looks/design of the product. For example, iPhone is not all that good looking. But the variety of function that really makes apple valuable.

References
Kulkarni, K. (n.d.). Going to market Fogg. NMIMS University Press .

Levitt, T. (1981). Marketing Intangible Products and Product Intangibles. Harvard Business Review .

Levitt, T. (1990). Marketing Success Through Differentiation. Harvard Business Review .