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PRODUCT IDENTITY
People don’t buy products and services, but relationships, stories and magic.
Producing is a social activity, in which the result expresses the relationships that men establish with others and with the environment.
The product is also the object of exchange between people, material and/or immaterial, which generates social and commercial relationships and presupposes communication and marketing activities to return the right value to the product sold / purchased.
However, it should not be conceived as a simple means to satisfy a desire or need, but as a set of utilities that satisfy needs of various kinds. In this sense, the concept of product integrates that of service.
Set your Product Attributes
The shape, the weight, the texture, the fragility, the hardness, the temperature, the humidity, the taste, the smell, the color, the sound, the packaging, the bulk.
Utility, style, workmanship, image, prestige, quality, services, guarantee.
Insights
Useful tools
Sales Techniques: Never Present Your Product or Service!
MAIN ADVANTAGE
The essential benefit for which it is chosen and purchased
This is the basic version, including what it is and what it does.
EXPECTED PRODUCT
The set of attributes and characteristics that the public expects to be present
PRODUCT INCREASED
Includes enhancements or improvements that go beyond what is expected
POTENTIAL PRODUCT
Includes potential future innovations and/or advancements
4 stages of the product life cycle
(Levitt 1965)
Beyond the brand: brand name
Scottex vs Kitchen Roll
When the proper name of a product becomes the common name of that object.
Project Features 1974 · Scottex
The project, 50 years later
Today, the term Scottex has become commonly used to indicate any type of absorbent paper and no longer just that used in the kitchen by the brand of the same name.
2008 – Scottex Cartaspugna Product of the Year at the Marketing and Innovation Grand Prix – ADC Group
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