Topic: The Product Product: Main Aspects

Of all controllable factors (four Рs: production, price, place promotion) product is predominant. All products have a "product life cycle". The stages of the cycle are: introduction, growth, maturity, and decline. The length of a product life cycle depends on the intent city of the competition, extent to which the new product is an innovation, a modification of an existing product, introducing timing of technologically superior products , and marketing techniques.

Visual acquaintance with the product can be effected through: dealers' show rooms, directly from the factory, catalogues, direct mail coupons, telemarketing with telephone sales people, computer shopping services.

Describing the product one should give the main qualitative characteristics of the merchandize, the advantages of its design, and even its packing peculiarities. In the product description suction of a business plan one should also describe the organisation of services.

Presentation of the Product

Good morning, ladies and gentlemen; we haven't all met before, so I'd better introduce myself. I'm ... from the R&D department of Citrus Inc. (Incorporated). I hope you'll excuse my English, I'm a little out of practice. Anyway, I'm going to be talking this morning about a new product we are planning to launch in two months' time. It's called COOL-OUT, a lemon-flavoured drink.

Well. I'll start with the background and proceed to the product itself. Finally, I'm going to list some of the selling points. Now, firstly, as you know, we have been manufacturing mixed-fruit drinks for the last ten years, but we stopped producing lemonade last year. Secondly, the market research indicates that more and more customers are using soft drinks as mixers with alcohol. In other words, it means that the market has expanded. So we decided to develop a new kind of soft drink.

I must emphasize that the new product is aimed at the young-professional, high income market and designed for a certain kind of customers. It's not surprising, therefore, that we must consider very carefully the importance of packaging and design, new label and slogan. We must bear in mind that more sophisticated packaging, for example, may cause a problem in the selling area.

So far, we have been using, the new size glass bottle and small metal cans as containers. Now we are going to use cartons instead of bottles. Now back to the product. Let's look at the major attractions of the product. In spite of the higher price it'll compete well with existing brands because of its modern design and high quality (see the ingredients). That's all. Thank you for listening. If there are any questions, I'll be happy to answer them.

Product Description

Imagine, you are the Production and Technical Manager. Look at the sales leaflet and act out a conversation. Use the questions: What does your product look like? What features does your product possess? What features distinguish your product from similar products? Use the terms:

Features: Safe. Reliable. Easy in use (maintenance). Attractive looking Modern design. Cheaper than other fruit drinks. Natural taste. Excellent flavour. Exquisite ingredients. Sophisticated technology.

Technical Data: Output 6,000 cartons per hour. Length: 8,0 cm. Width: 3,5 cm. Height: 12,5 cm.

Size and Dimension: Study these ways of describing dimension.

How long is it? It's 8 cm long. The length is 8,0 cm.

How wide is it? It's 3,5 cm wide. The width is 3,5 cm.

How high is it? It's 12,5 cm high. The height is 12,5 cm.

How heavy is it? It weighs 200 gr. The weight is 200 gr.

How much does it weigh?

How much can it carry? It can carry 200 gr.

What's the maximum load? It's 200 gr.

Specifications: length, width, height, weight.