A Melaleuca customer's needs, wants and demands advocate the existence of products which are appealing. I define an appealing product as a product, is anything that can be offered to a consumer for attention, acquisition, use, or consumption that will satisfy a want or need.
For example, lets suppose a person feels a desire to be more attractive. We will call all the available products that are capable of satisfying this need, the product choice group. These products may include perfume, new clothes, hair styling services, a suntan, weight loss, a new car and many others. These products are not all equally desirable. The more accessible and less expensive products, such as weight loss, tanning appointment or a new haircut, are likely to be purchased first.
We can represent graphically, a specific product and a specific human want, as two unique circles. The circles represent the product's want-satisfying attribute by the percentage that each circle covers the other. If the circles do not touch, that product has no want-satisfying ability. If the circles touch or overlap, for example 10%, that product has little want-satisfying ability. If the circles overlap completely or nearly-completely that product would be called an ideal product.
Marketers are interested in the concept of an ideal product because the closer a product matches the consumer's desire, the more successful the sales will be. Suppose a chocolate manufacturer asks a customer how much creaminess and sweetness he or she likes in the chocolate. And suppose the consumer's response is represented graphically by conditions that would indicate an ideal product. Now the consumer is asked to taste three competitive brands of chocolate and record each products level of creaminess and sweetness.
We would predict that the consumer would prefer the product whose want-satisfaction overlapped nearly completely as it comes closer than other brands to combining the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness. If another chocolate manufacturer offered a chocolate closer to the consumer's ideal than the original brand, the new brand should out sell the original, providing awareness, price, availability, and other conditions are similar. The lesson is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product that comes as close as possible to satisfying this group's wants.
At this point, how does the manufacturer or distributor decide what is idea for a given market? Large corporations have the resources to outsource data collection and analysis to companies that specialize in consumer preferences. Midsize businesses may invite one or several focus groups to the manufacturing site and conduct in-house focus group testing. Small or start up businesses can take advantage of low-cost surveys using services found online.
The concept of product is not limited to material objects. Anything capable of satisfying a need can be identified as a product. In addition, goods and services can include social groups, destinations, associations, activities, and opinions. A potential consumer ultimately chooses which cable network to watch, vacation plans and activities, groups to donate to, and education to seek out. From the consumer's point of view, these are alternative products. If the term product seems unnatural at times, we can substitute the term satisfier, resource, or offer. All of these terms describe something of value to someone.
For the successful Melaleuca business owner, identifying a primary market is key. Furthermore, once a primary market is established, alternative market needs to be targeted for continuous growth and expansion. These concepts are universal for any product or service and will ultimately determine the success and profitability of the Melaleuca marketers efforts.
For example, lets suppose a person feels a desire to be more attractive. We will call all the available products that are capable of satisfying this need, the product choice group. These products may include perfume, new clothes, hair styling services, a suntan, weight loss, a new car and many others. These products are not all equally desirable. The more accessible and less expensive products, such as weight loss, tanning appointment or a new haircut, are likely to be purchased first.
We can represent graphically, a specific product and a specific human want, as two unique circles. The circles represent the product's want-satisfying attribute by the percentage that each circle covers the other. If the circles do not touch, that product has no want-satisfying ability. If the circles touch or overlap, for example 10%, that product has little want-satisfying ability. If the circles overlap completely or nearly-completely that product would be called an ideal product.
Marketers are interested in the concept of an ideal product because the closer a product matches the consumer's desire, the more successful the sales will be. Suppose a chocolate manufacturer asks a customer how much creaminess and sweetness he or she likes in the chocolate. And suppose the consumer's response is represented graphically by conditions that would indicate an ideal product. Now the consumer is asked to taste three competitive brands of chocolate and record each products level of creaminess and sweetness.
We would predict that the consumer would prefer the product whose want-satisfaction overlapped nearly completely as it comes closer than other brands to combining the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness. If another chocolate manufacturer offered a chocolate closer to the consumer's ideal than the original brand, the new brand should out sell the original, providing awareness, price, availability, and other conditions are similar. The lesson is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product that comes as close as possible to satisfying this group's wants.
At this point, how does the manufacturer or distributor decide what is idea for a given market? Large corporations have the resources to outsource data collection and analysis to companies that specialize in consumer preferences. Midsize businesses may invite one or several focus groups to the manufacturing site and conduct in-house focus group testing. Small or start up businesses can take advantage of low-cost surveys using services found online.
The concept of product is not limited to material objects. Anything capable of satisfying a need can be identified as a product. In addition, goods and services can include social groups, destinations, associations, activities, and opinions. A potential consumer ultimately chooses which cable network to watch, vacation plans and activities, groups to donate to, and education to seek out. From the consumer's point of view, these are alternative products. If the term product seems unnatural at times, we can substitute the term satisfier, resource, or offer. All of these terms describe something of value to someone.
For the successful Melaleuca business owner, identifying a primary market is key. Furthermore, once a primary market is established, alternative market needs to be targeted for continuous growth and expansion. These concepts are universal for any product or service and will ultimately determine the success and profitability of the Melaleuca marketers efforts.
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