A product is a good, service, experience or idea that serves the need of the customers, producing satisfaction and innovation while generating profit for the company. Products can be tangible or intangible, but they always have a value for the customer. They fall into categories as convenience, specialty, shopping or un-sought and understanding under which category or product falls will help us determine the correct placement for it.

As marketers, we are always involved in the development, design and sales of our products, but at the core we need to remember the customer value. We help and facilitate the whole product experience for the customers. Designing the right product is a critical element in the marketing process and it helps us to create the right message for our target audience with greater confidence and authenticity.