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Within the product element of the marketing mix, evaluate "product design" and "product packaging." - Leaving Cert Business - Question B - 2012
Question B
Within the product element of the marketing mix, evaluate "product design" and "product packaging."
Worked Solution & Example Answer:Within the product element of the marketing mix, evaluate "product design" and "product packaging." - Leaving Cert Business - Question B - 2012
Step 1
Evaluate "product design"
Answer
The function of product design is closely linked to ensuring that products meet consumer expectations and comply with legal requirements. According to the Sale of Goods and Supply of Services Act 1980, a product must be of merchantable quality and fit for its intended purpose. For instance, a lawnmower must operate as expected and cut grass effectively.
The evaluation of product design involves several aspects:
- Form: The product must be aesthetically pleasing in terms of size, color, and style, ensuring it stands out. For example, good marketing campaigns highlight the product's efficiency and reliability.
- Functionality: The product must also comply with safety standards and be practical for consumers, enhancing its appeal.
Ultimately, addressing consumer needs leads to high levels of satisfaction, fostering brand loyalty and increased sales.
Step 2
Evaluate "product packaging"
Answer
Product packaging serves multiple critical functions that enhance a product's marketability:
- Protection: Packaging safeguards the product during transit, storage, and handling, preventing damage and maintaining freshness.
- Information: Effective packaging contains essential information regarding the contents, expiry dates, and safety warnings.
- Differentiation: Unique packaging design can offer a competitive advantage, allowing products to stand out on store shelves. Brands such as Coca-Cola use distinctive shapes to reinforce their identity.
- Promotion: Packaging plays a crucial role in marketing by attracting attention through its design, logo, and colors.
- Customer-Friendly: Well-designed packaging facilitates ease of use, helping customers enjoy a better experience with products like porridge or popcorn.
Furthermore, packaging acts as a safety measure, ensuring that the products remain tamper-proof and safe for consumption.