Last time we learned how customer insights drive marketing mix decisions. Now let's dive deep into the first P: Product.
Great products don't just meet needs - they solve problems customers didn't even know they had.
Engagement Message
Think of your favorite product. What problem does it solve for you?
Here's the key insight: customers don't buy products, they buy benefits. A drill buyer doesn't want a drill - they want holes in their wall.
Your job is identifying the core benefit customers really seek, then designing features that deliver it.
Engagement Message
What's the core benefit behind buying a smartphone?
This distinction matters because it guides product decisions. When Uber understood customers wanted "convenient transportation," not "taxi service," they could innovate beyond traditional taxi features.
Core benefits inspire breakthrough thinking.
Engagement Message
How did focusing on "convenient transportation" help Uber innovate differently?
Smart product strategy also means differentiation. Your product needs a clear reason why customers should choose you over competitors.
This could be superior quality, unique features, better design, or solving problems others ignore.
Engagement Message
What makes your favorite brand different from its competitors?
Brand positioning ties everything together. It's the unique space you want to own in customers' minds - like Volvo owning "safety" or Apple owning "premium design."
Your positioning guides every product decision you make.
Engagement Message
If you had to describe Netflix in one word, what would it be?
Use this framework for product decisions: What core benefit do customers need? → How can our features deliver it uniquely? → What positioning will differentiate us?
