3.3 The Marketing Mix – Product
Tangible Attributes
These are the physical features that customers can see, touch, and feel. Think of a smartphone: its screen size, battery life, and build material.
- 📦 Design & Aesthetics – looks and style.
- 🔧 Durability – how long it lasts.
- ⚡ Performance – speed, efficiency.
- 📏 Size & Weight – portability.
- 💰 Price – cost to the consumer.
Intangible Attributes
These are the non‑physical qualities that add value, like brand reputation or customer service.
- 🏆 Brand Image – the story the brand tells.
- 💬 Customer Service – support and after‑sales.
- 🛠️ Warranty & Guarantees – risk reduction.
- 🎯 Target Market Fit – how well it meets needs.
- 📈 Innovation – new features that set it apart.
Product Life Cycle (PLC)
| Stage | Key Focus | Typical Marketing Actions |
|---|
| Introduction | Build awareness | Promotions, demos, influencer partnerships |
| Growth | Expand distribution | Retail expansion, price optimisation, quality improvements |
| Maturity | Maximise market share | Product differentiation, loyalty programmes, cost control |
| Decline | Manage exit strategy | Product line‑cut, price cuts, niche marketing |
Product Strategy Example: Apple iPhone
Apple blends tangible and intangible attributes to create a premium product:
- 📦 Tangible: sleek aluminium body, high‑resolution OLED display, fast processor.
- 🏆 Intangible: strong brand equity, seamless ecosystem, top‑tier customer support.
- 💡 Innovation: Face ID, 5G, AR capabilities.
- 📈 PLC Position: Currently in the maturity stage, focusing on differentiation and ecosystem lock‑in.
Examination Tips
- Use the tangible/intangible framework to structure answers.
- Give real‑world examples (e.g., Apple, Nike) to illustrate points.
- Explain how product attributes influence consumer perception and buying behaviour.
- Remember the Product Life Cycle stages when discussing strategy changes.
- Keep answers concise and focused; use bullet points where appropriate.