What is Actual Product? Definition of Actual Product, Actual Product Meaning and Concept
The actual product is the second level in the composition of a product and refers to the way the product is presented to the market.
This implies that in the market it ceases to be a generic to acquire its own name and characteristics that will make it stand out from other competitors.
- Elements such as packaging, branding , operation, and service are included in a real product.
- A real product, apart from the basic product, includes a series of benefits or attributes that the consumer receives.
Actual product elements
The actual product consists of the following components:
It constitutes the first level of the product and is the element that satisfies the consumer 's need . For example, a cereal, if they are corn flakes; these will serve to cover the need of the consumer's hunger.
It is the way in which a product is conditioned from its production process, to its final consumption. So that the product reaches the final consumer in the best way and that it retains all its characteristics.
Packaging can have three levels:
It is the one that is in direct contact with the product, its function is to protect the intrinsic product so that it reaches the hands of the final consumer in optimal conditions.
- It can be discarded until the product is finished.
- In the case of cereal, the primary packaging is the metallized bag that is in direct contact with the corn flakes and preserves them so that they remain fresh and crisp.
- This packaging is thrown away until we finish consuming the product.
It protects the primary packaging and its function is to attract the consumer's attention through design or graphic operations, which make the product look nice and convey a communication message.
- With cereal, the secondary packaging is the cardboard box that protects the metal bag and also allows important information to be placed.
- Information includes brand name and product label data.
- The box allows better display of the product on the shelves.
It is called transportation packaging and basically serves to move the product from one place to another, using different means of transportation and allowing the product to be protected against shocks; and climatic and environmental conditions.
It is the name that serves to differentiate, recognize and select an intrinsic product from others that compete in the market.
- The brand name allows us to differentiate one cereal from another, in our example of corn flakes, the brand could be Kellogg's or Nestlé.
- According to the perception of the consumer, he will prefer one brand or the other, this makes the differentiation of the market.
- The brand that identifies a product is called a trademark, because it is the name under which that product is marketed or sold.
To use a product we have to know how it works, there are very simple products that do not need many indications to know how to use them; but even then minimal instructions should be given to use them. In the case of cereal it is very easy, I could say remove the top lid, or keep the bag closed, among others.
If the product is more complicated to use, it is required to include installation and operation instructions. Like the case of an electronic product.
They must be included in products that do not work if they are not installed properly, as in the case of a water heater. The user must install it correctly or it will not work, it could even be dangerous if it was installed incorrectly.
They are products with high levels of functionality, but if the consumer does not know how to use them, they cannot get the most out of them. In the case of a cell phone, a person who does not read the operating instructions may not properly exploit all the advantages and attributes of the product.
It is the level of support offered by companies in their deliveries of goods and services.
- The minimum guarantee that a company must offer in the delivery of its products is the performance guarantee.
- The product must work as we offered it to work, even if it is a bottle of pure water; the water has to be pure.
In conclusion, we can say that, in the real product, the company can work on real and psychological variables to achieve product differentiation and positioning. These are fundamental elements that consumers take into account when making their choices and purchases in the market.
The consumer buys not just an intrinsic product, but the bundle of benefits, including functional and attractive packaging. A brand that generates confidence, a design that you find attractive and everything that meets your demands and requirements.
The elements of differentiation can be tangible or easily identified by the consumer, and also intangible, these attributes are more emotional or psychological as in the case of brand positioning.