TyroCity

Discussion on: Product performance or Product design for brand success

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Sushant

All marketers try to sell their products in a beautiful form, shape and design, fulfilling the aesthetic needs of a customer. It is necessary for a product to be appealing to be sold in the market but nevertheless the product must have certain features to satisfy customer’s need because those products are bought with objective to fulfill certain needs. Hence, I think product feature is important.

According to (Harrington, 2013), a product must be able to solve problem, must be multifunctional, easy to operate, must show before and after transformational effect and have proven results; which shows the importance of features in a product. For example, If I buy a beautiful mobile but if doesn’t connect to network and wifi, then I cannot solve my problem (i.e, problem of being disconnected with people) associated with buying of that mobile. Similarly, now a days mobile gives utilities more than just calling, if I cannot do something more than calling then also the mobile couldn’t give me multifunctional benefit. So, how beautiful or appealing the shape and size be, the mobile won’t be any worth if it doesn’t fulfill the basic requirement of product. In features, the product must have the functions in par with the products available in the market, often called Point of Parity, to get the basic level of satisfaction. While According to He and Li (2010), technology has an effect with consumer evaluation of the product.

The performance of product depends on its features and is directly linked to the quality of the product. According to Linton (2016), if the customer doesn’t find the quality in the product, they shift to alternatives which also affect the image of companies. For example, Windows Vista had a beautiful outlook but the problem was on its function. Microsoft company was heavily denounced and it had a bad impact on the company for bringing such defective product in the market.

The 'Function Vs Form" choice also depends on the user’s preference of product; whether he buys it for fulfilling his aesthetic need or for fulfilling the functional needs. However, if the product doesn’t provide the basic function of its product category, or Point of Parity of the given product, the product cannot be successful.

Reference

Harrington, K. (2013, October 8). 10 Qualities Of A Successful Produc . Retrieved from Forbes: forbes.com/sites/kevinharrington/2... 15

He, H., & Li, Y. (2010). Consumer evaluation of technology-based vertical brand extension. European Journal of Marketing .

Linton, I. (2016). Why Is Quality Important for a Business? Retrieved from Chron: smallbusiness.chron.com/quality-im... 11