The product concept is based on the belief that a high-quality product will naturally attract consumers without the need for aggressive marketing. It assumes that consumers prefer innovative and high-quality products, and that the product must be engineered to hold their attention. The focus is on viral growth, with advertising as a secondary tool. This contrasts with the marketing concept, which relies on advertising and other proactive strategies to attract consumers.
The product concept is the belief that any truly high-quality product will eventually be accepted in the marketplace and embraced by consumers without the need to rely on aggressive marketing strategies to launch the product and generate sales. The general idea is that the product features will be sufficient to attract attention and allow word of mouth from satisfied customers to gradually build the reputation of the good or service, triggering a natural growth pattern. The basic premise of the product concept runs counter to the basic marketing concept which holds that any type of product must be advertised heavily to educate consumers and attract enough attention to sell an appreciable number of units.
The philosophical underpinnings of the product concept include three basic assumptions. The first has to do with the quality of the good or service produced. In a nutshell, consumers will be naturally attracted to and prefer obviously high quality products. Furthermore, consumers tend to be attracted to any product that is perceived as new and somewhat innovative compared to similar products on the market. A final assumption is that the product must be highly engineered to hold consumer attention and remain a preferred option for any appreciable length of time.
With the product concept, the focus is on the viral or natural growth of the product’s popularity. While advertising can be used as a tool to reach audiences, that advertising is considered of secondary importance. The real focus is on creating and offering a product that immediately resonates with consumers due to its nature and high level of quality. From there, consumers take on the job of getting the word out, effectively making the overall marketing process that much easier.
The product concept contrasts with the more common marketing concept, which holds that even high-quality, cutting-edge technology products need to be actively promoted in order to attract consumers and build a viable customer base. Efforts such as advertising campaigns, direct marketing to targeted consumers, media blitzes and other strategies aimed at proactively reaching and motivating consumers to buy are at the heart of the marketing approach. With the product concept, the general idea is that if the product is of truly high quality and offers significant value to consumers, such marketing expenditures are unnecessary; customers will discover the product for themselves, develop a reputation among consumers without the need for aggressive marketing, and ultimately secure a loyal customer base which makes the venture profitable.
Protect your devices with Threat Protection by NordVPN
