MARKETING INSTRUMENTS. The product. It is any good, service or idea that is offered to the market as well as the way in which consumer needs are satisfied. It is not only the tangible and material form. The Augmented Product. The product can be seen in two ways: 1.Focused on oneself, as a sum of characteristics and attributes. It represents MARKETING MYOPIA. 2. Focused on consumer needs. Marketing approach: states that consumers do not buy a product for itself but for the needs it satisfies. to. Basic Benefit. For example, go to a water park. The basic benefit is an afternoon of fun. b. Tangible product. In the example they would be slides, water, restaurants, etc. It is made up of design, packaging, brand, quality, etc. AUGMENTED PRODUCT. Includes warranty, financing, delivery times, maintenance, etc. They are added services that often allow a product to be differentiated from that of the competition. Product Differentiation. It is one of the key concepts in product policy. It is a marketing strategy that attempts to highlight certain qualities of the product (substantial or accessory) that make this product perceived as unique, different from the rest. It tries to create a monopoly situation in the market. When there are many similar products, competition is only in prices. You have to look for some characteristic that differentiates your product from the rest. It can come from the product itself, the brand, the packaging, advertising, distribution, added services, etc. Brand. Name, symbol, design or combination of them that serves to identify the goods and services of a seller and differentiate them from the competitor. - Logo. Part that comes out with distinctive designs and colors. Name. Part that is - pronounced. It not only serves to identify but is also a protection instrument, it can be registered and thus prevent competitors from using it and taking advantage of its prestige. It is a very strong trading instrument (a trading strategy support system). Characteristics of a good brand. Easy to pronounce and remember. - Help spread the benefits of the product. The simpler, the - easier to remember. - Corporate use of the brand. It must be identified with the products or the company and must be used in all possible articles. Different brand strategies. - Single Brand. It is about giving all the products of a certain company the same brand. This saves promotional resources and spreads the good image to all the company's products, but a failure in one product extends to the entire brand. - From Multiple Brands. A brand is associated with each product. It helps to further segment the market and adapt a certain product to a certain segment. Promotion costs increase greatly.