Melaleuca customer's needs, wants and demands suggest the existence of products which are desired. I define a desirable product as follows: A desirable product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
For instance, suppose a person wants to feel more attractive. All the available products that are capable of satisfying this feeling we will call the product choice group. These products may include cologne, new clothes, make-up, new neighborhood, weight loss, a new car and many others. These products are not all equally desirable. Less expensive and easily accessible products, such as weight loss, clothes or cologne are likely to be purchased first.
We can signify a specific product and a specific human want on graphically as two unique boxes. The boxes represent the product's want-satisfying ability by the percentage that each box covers the other. If the boxes do not touch, that product has no want-satisfying ability. If the boxes touch or overlap a little, for example 10% coverage, that product has partial want-satisfying ability. If the boxes overlap completely or nearly-completely that product would be called an ideal product.
Marketers today are interested in the concept of an ideal product. The closer a product matches the consumer's desire, the more successful the sales will be. For example, a chocolate manufacturer asks a potential consumer how much creaminess and sweetness he or she likes in chocolate. And suppose the consumer's response is represented graphically by circles overlapping by 70%. 70% overlap indicates an ideal product. Then the potential consumer is asked to physically taste three competitive brands of chocolate and rate 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 physical objects. Anything capable of satisfying a need can be called a product. In addition to goods and services, this includes persons, places, organizations, activities, and ideas. A consumer ultimately decides which television shows to watch, vacation destinations and activities, groups to donate to, and education to garner. 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 profitable Melaleuca business owner, identifying a primary market is critical. Furthermore, once a main market is established, alternative markets need to be targeted for constant 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 instance, suppose a person wants to feel more attractive. All the available products that are capable of satisfying this feeling we will call the product choice group. These products may include cologne, new clothes, make-up, new neighborhood, weight loss, a new car and many others. These products are not all equally desirable. Less expensive and easily accessible products, such as weight loss, clothes or cologne are likely to be purchased first.
We can signify a specific product and a specific human want on graphically as two unique boxes. The boxes represent the product's want-satisfying ability by the percentage that each box covers the other. If the boxes do not touch, that product has no want-satisfying ability. If the boxes touch or overlap a little, for example 10% coverage, that product has partial want-satisfying ability. If the boxes overlap completely or nearly-completely that product would be called an ideal product.
Marketers today are interested in the concept of an ideal product. The closer a product matches the consumer's desire, the more successful the sales will be. For example, a chocolate manufacturer asks a potential consumer how much creaminess and sweetness he or she likes in chocolate. And suppose the consumer's response is represented graphically by circles overlapping by 70%. 70% overlap indicates an ideal product. Then the potential consumer is asked to physically taste three competitive brands of chocolate and rate 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 physical objects. Anything capable of satisfying a need can be called a product. In addition to goods and services, this includes persons, places, organizations, activities, and ideas. A consumer ultimately decides which television shows to watch, vacation destinations and activities, groups to donate to, and education to garner. 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 profitable Melaleuca business owner, identifying a primary market is critical. Furthermore, once a main market is established, alternative markets need to be targeted for constant 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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