Last but not the least - the futuristic level; and one that shouldn't be negated by marketers. The futuristic level of the product gives an idea about the trends which are taking place in the market in a specific product category. In the two-wheeler category; there may be some on-going research related to solar-powered two-wheelers.
New concept products require marketers to be cautious. There is a need to create awareness of the concept rather than just of the brand when new concept products are introduced. The introduction of washing machine in India is a very good example. Videocon created awareness of the concept of washing machines during the earlier phase of introduction of washing machines. Hence, a futurisitc view must be embedded in marketers' brains, in order to predict future trends which exactly what happened in the case of Videocon.
I hope the posts on 'The Product Level Concept' serves a reminder that even though the concept is quite basic, there needs be an understanding of it, that enables marketers to create wholly - a product that offers value to consumers eventually gaining a brand image and entering into the consideration set of the entire target group.
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