Melaleuca customer's needs, wants and demands imply the existence of products which are desired. We can describe a desirable product as follows: A desirable product or service is anything that can be offered to a consumer for attention, acquisition, use, or consumption that might 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 a specific product and a specific human want on paper graphically, as two unique circles. The circles represent the product's want-satisfying ability 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 a little, for example 10% coverage, that product has partial want-satisfying ability. If the circles 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 infer that the potential consumer would prefer a product whose want-satisfaction overlapped nearly 70% or higher. This result is the indictor that the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness are present in the sample. If another chocolate manufacturer offered a chocolate product closer to the consumer's ideal than the original sample, the new brand must out sell the original, providing awareness, price, availability, and other conditions are identical. The significance is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product or service that comes as close as possible to satisfying this group's ideal.
How does a manufacturer or distributor determine what is idea for a given market? Large companies purchase outsourcing services that collect, analyze and report consumer preference data. Smaller companies may invite a focus group to the manufacturing facility or an offsite facility to conduct what is known as in-house testing. A small or start up business can gather this information from economical surveys using services found thru a Google search.
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 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 a specific product and a specific human want on paper graphically, as two unique circles. The circles represent the product's want-satisfying ability 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 a little, for example 10% coverage, that product has partial want-satisfying ability. If the circles 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 infer that the potential consumer would prefer a product whose want-satisfaction overlapped nearly 70% or higher. This result is the indictor that the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness are present in the sample. If another chocolate manufacturer offered a chocolate product closer to the consumer's ideal than the original sample, the new brand must out sell the original, providing awareness, price, availability, and other conditions are identical. The significance is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product or service that comes as close as possible to satisfying this group's ideal.
How does a manufacturer or distributor determine what is idea for a given market? Large companies purchase outsourcing services that collect, analyze and report consumer preference data. Smaller companies may invite a focus group to the manufacturing facility or an offsite facility to conduct what is known as in-house testing. A small or start up business can gather this information from economical surveys using services found thru a Google search.
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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