DEFINITION OF A PRODUCT

 For 6th Semester Polytechnic All Branch Students

Written by Garima Kanwar | Blog: Rajasthan Polytechnic

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Course Code 63001(Same in All Branches of Engg.)
Course Title Product Design

1. DEFINITION OF A PRODUCT

A product is anything that can be offered to a market to satisfy a want or need. It can be a physical good, service, idea, or combination of these elements.

Examples:

• A physical good: Smartphone
• A service: Haircut
• An idea: Environmental sustainability campaign

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1.1. Types of Product

There are two main types of products:

• Consumer Products: Products bought by individuals for personal use.
  • Examples: Clothing, food, electronics, etc.
• Industrial Products: Products used in the production of other goods or for business operations.
  • Examples: Machines, tools, raw materials, etc.

Further, consumer products can be classified into:

1. Convenience Products: Bought frequently and with little effort.
   • Example: Toothpaste, bread.
2. Shopping Products: Products that consumers spend more time comparing before buying.
   • Example: Laptops, clothes.
3. Specialty Products: Products with unique characteristics and high consumer preference.
   • Example: Luxury watches, sports cars.
4. Unsought Products: Products that consumers don’t think about regularly.
   • Example: Life insurance, funeral services.

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1.2. Levels of Product

A product can be understood at three levels:

1. Core Product: The fundamental benefit the customer is seeking.
   • Example: For a car, the core product is transportation.
2. Actual Product: The tangible product with features, design, quality, and branding.
   • Example: The car itself, including the design, brand, features (e.g., leather seats, sunroof).
3. Augmented Product: Additional services or features that enhance the product.
   • Example: Car warranties, after-sales services, or free maintenance.

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1.3. Product-Market Mix

The product-market mix is a combination of product and market decisions. It represents the alignment between the product and the needs of a particular market segment.

• Example: A company that makes organic skincare products targets consumers who are health-conscious and prefer eco-friendly products.

This mix helps businesses to match products with specific market needs. By identifying the correct product-market mix, companies can better satisfy their customers.

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1.4. New Product Development (NPD) Process

The New Product Development (NPD) process involves the creation of new products to meet market demands. It generally involves the following stages:

1. Idea Generation: Gathering ideas from various sources.

   • Example: Brainstorming ideas for a new type of phone case.

2. Idea Screening: Filtering the best ideas based on feasibility and potential.

3. Concept Development and Testing: Turning ideas into tangible concepts and testing with consumers.

   • Example: Developing a prototype of a new product and conducting focus group tests.

4. Business Analysis: Assessing the market potential and profitability.

5. Product Development: Finalizing the product design and moving towards mass production.

6. Market Testing: Launching the product in a smaller market before a full launch.

7. Commercialization: Full-scale product launch in the market.

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1.5. Idea Generation Methods

There are several ways to generate new product ideas:

1. Brainstorming: Involves creative thinking by a group to come up with ideas.

   • Example: Team meeting to discuss ideas for a new app.

2. Customer Feedback: Listening to customer needs and pain points to come up with ideas.

   • Example: Surveys asking customers what features they want in a new smartphone.

3. Market Research: Using research reports to identify gaps in the market.

4. Competitor Analysis: Studying competitors' products and improving upon them.

   • Example: Creating a better camera phone by learning from existing models.

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1.6. Creativity

Creativity is the ability to come up with new and original ideas. It plays a key role in innovation and problem-solving.

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1.6.1. Creative Attitude

A creative attitude involves being open to new ideas, willing to take risks, and thinking outside the box. It requires curiosity, persistence, and the ability to learn from failures.

• Example: A designer continuously exploring new fashion trends, even if they don't always succeed, shows a creative attitude.

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1.6.2. Creative Design Process

The creative design process involves the steps used to create innovative and effective designs.

1. Research: Understand the problem or market gap.
2. Brainstorming: Generate as many ideas as possible.
3. Concept Development: Turn ideas into potential solutions.
4. Prototyping: Create models or prototypes.
5. Testing and Feedback: Try the prototypes and get feedback.
6. Refinement: Make necessary improvements.

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1.7. Morphological Analysis

Morphological analysis is a problem-solving technique that breaks down complex problems into their components (dimensions) and systematically explores all possible solutions.

• Example: When developing a new smartphone, the dimensions might include:
  • Size (small, medium, large)
  • Battery life (long, short)
  • Features (camera, touchscreen, folding screen)

By combining these dimensions in different ways, multiple product concepts can be generated.

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1.8. Analysis of Inter-connected Decision Areas

In product development, different decisions are interconnected, and each choice affects others. These decisions include:

1. Product Design: Deciding how the product should look and function.
2. Market Strategy: Deciding how to position the product in the market.
3. Price Strategy: Setting the price based on market demand, costs, and competition.
4. Distribution Channels: Choosing how the product will reach the customer.
5. Promotion: Deciding how to market and advertise the product.

These decisions must be aligned for successful product development and marketing.

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1.9. Brainstorming

Brainstorming is a creative technique for generating a large number of ideas in a short time. It encourages free thinking and the expression of all ideas, regardless of their initial practicality. It is usually done in a group setting.

• Example: A company might hold a brainstorming session to come up with new app features. Everyone suggests ideas, even if they seem odd or unfeasible. Later, the most practical ideas are selected for further development.

Tips for effective brainstorming:

• Avoid Criticism: Don’t judge ideas during brainstorming.
• Encourage Wild Ideas: Even the craziest ideas might spark something valuable.
• Build on Ideas: Combine ideas to create better ones.

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Diagrams

1. Product Levels Diagram:

   • Core Product → Actual Product → Augmented Product

2. New Product Development Process Flow:

   • Idea Generation → Idea Screening → Concept Development → Business Analysis → Product Development → Market Testing → Commercialization

3. Morphological Analysis Table:

• Rows for dimensions (e.g., Size, Features, Battery Life)
• Columns for alternatives (e.g., Small/Medium/Large, Touchscreen/Camera, Long/Short Battery Life)

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