a) Core product -focuses on the benefit, core advantage which determines the decision to purchase the said product. The core product is not the tangible, physical product. You can't touch it. That's because the core product is the benefit of the product that makes it valuable to you.
The product is advantageous in that, it meets almost all its requirements. It actually delivers what it promises at the time of purchase. Mary Kay products being not only popular for its brand name, are also reputed for their efficiency.
b) Actual product- The actual product is the tangible, physical product. You can get some use out of it.It lays emphasis on 5 physical characteristics of a product: Quality, brand name, features, style and design, packaging.
Brand name - The name of the brand, weather its popular or not. With the case of the product in question, the brand name is known almost world wide. Mary Kay products are one of the most popular products world wide.
Quality - Is it good or bad, won awards etc.(usually based on the brand). Mary Kay products are not only popular but also good and effective. Directives are given on how to go about the application of the products, so in case of irritation due to use of the product, consumers are always advised to discontinue use immediately and seek medical aid. Its just but normal that irritations might occur to some users but Mary Kay products are always of good quality. Mary Kay won a good number of awards in the passed years some of which are :
2002 National Conference on Medical Care and Domestic Violence Community Service Award, now known as the Mary Kay Ash Award
Most Outstanding Woman in Business in the 20th Century by Lifetime Television in 1999
Texas Woman of the Century in 1999 by the Texas Women’s Chamber of Commerce
National Business Hall of Fame election in 1996 by Fortune
Pathfinder Award in 1995 by the National Association of Women Business Owners
Business Leader of the ’90s Award by the Association of Women Business Owners
Circle of Honor Award in 1989 and Living Legend Award in 1992 by the Direct Selling Education Foundation
First Annual National Sales Hall of Fame Award in 1989 by the Sales and Marketing Executives of New York
(Source www.marykay.com)
- Features - Such as looks and special features.(the functions of the product). In a typical year, Mary Kay spends millions of dollars and conducts more than 300,000 tests to ensure that its products meet the highest standards of quality, safety and performance. Mary Kay does not conduct animal testing for its products. Mary Kay has a variety of products all of which perform different functions. Regarding this exercise, the facial lotion keeps the face smooth and fresh. Takes away wrinkles and black spots and a lot more.
- Style - Mary Kay styles are unique and special.
- Packaging - (when a customer purchases it) Is it in a box, wrapped in bubble wrap etc. Mary Kay products are usually warped up in packages, either for protective purpose or to make them look more presentable in the eyes of the consumer, this during production, and when the products exchange hands (seller to buyer).
c) Augmented product - Post-purchasing services and additional services provided by the company. The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So when you buy a Mary Kay product, part of the augmented product would be the warranty, the customer service support offered by the manufacture, and any after-sales service. Mary Kay provides all necessary information as regards the usage of her products as well as its application processes. In case of irritations, advices are provided to the customer on what to do.
Product line is the marketing strategy of offering for sale several related products. A product line is also a group of products within the product mix that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. Mary Kay offers skin care products ranging from cleansing lotions, right down to other customer specific needs, make ups, sprays and body lotions, fragrance etc. Under skin care, it has cleansing lotions, anti - aging lotions, moisturisers, classic basic skin care lotions, velocity skin care, lip and eye care. Under make ups, it has make ups for the eye, lips, foundations, chicks, concealers, powders, compacts and applicators, facial highlighting pen etc. Under sprays, it has sprays for men, and women, sun care collections, etc.
The product mix of a company, which is generally defined as the total composite of products offered by a particular organization, consists of both product lines and individual products. The product mix of Mary Kay includes cosmetics , hand bags, skin cares, fragrance ect. Mary Kay products are the Maturity stage.
- Costs are very low as you are well established in market & no need for publicity.
- sales volume peaks
- increase in competitive offerings
- prices tend to drop due to the proliferation of competing products
- brand differentiation, feature diversification, as each player seeks to differentiate from competition with "how much product" is offered
- very profitable
In describing my product as a brand, I will say Mary Kay Enriched Moisturizer 1 (Dry) is a good product that helps your skin guard against environmentally-caused dryness while giving your complexion a soft, smooth and conditioned look. It's 100 percent fragrance-free, non-comedogenic and clinically tested for skin irritants and allergy. It is very safe for sensitive skin and is very effective.
Mary Kay products packages are of varying kinds,from colours and design to size depending on how large or small the product is. Its packages provide Physical Protection for its products from shock vibration compression temperature etc since the products might be affected if exposed, Barrier Protection from oxygen, water vapour, dust which might impair the smooth functioning of the products, Information transmission Packages and labels of Mary Kay products help communicate how to use, transport, recycle, or dispose of the package or product, for marketing purpose, Mary Kay packages helps customers to recognise the products and also encourage potential buyers to purchase the product.
Mary Kay package also helps in reducing the security risks of shipment. Some Its package are made with improved tamper resistance to deter tampering and also have tamper-evident features to help indicate tampering
For convinient purposes, Mary Kay designs its packages to ease transportation of its products and also convenience in distribution, handling, display, sale, opening, re closing, use, and reuse.
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