Product is one of the major elements in the 4 P’s (Product, Pricing, Places, and Promotions) and is the core element in the marketing mix, but what is product? Products are goods that most closely meet the requirements of a particular market or a segment and yield enough profit for the company to continue its existence. In product, they are classified into two, mainly tangibles (product) and intangibles (services). Tangible goods are things that we can sense we our five senses such as touch, see, smell, hear and taste. For example, car, radio, and a loaf of bread from a bakery shop are tangibles goods. Intangible goods are goods that we can’t sense with our five senses, such as haircut services, counseling services, and vacation on an island.
There are three levels of product which are core product, actual product and augmented product. The most basic level of the three levels product is the core 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. As a product planner in a sportswear company, we often pop out this question “What is the buyer really buying? “. So when come to designing products, we need to know what kind of cloth material is suitable for the athletic, will it absorb the sweat and dry faster or what kind of shoe design is suitable for the athletics.