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Product policy encompasses all of the strategic decisions a company makes in designing its range of products and services. As a central component of the marketing mix, it determines which products a company offers and how they are designed – for example, in terms of product features, quality, design, brand and packaging. A targeted product policy can help a company to stand out in the market and gain a competitive advantage by better meeting customer needs and thus increasing customer satisfaction and loyalty. In short, product policy determines the company's product-related offering and plays a key role in ensuring its long-term market success. [1]
A typical application of product policy is the market launch of a new product. All aspects of the offering must be planned – from product design (properties, design, packaging) and brand positioning to the definition of distribution channels and pricing strategy – to ensure that the product can successfully compete in the market. Practice shows that only a well-coordinated interplay of all these decisions ensures product success. A well-thought-out product policy thus ensures that a new product is profitably introduced and can quickly gain market share. [2]
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A company's central product policy measures include the development of new products (product innovations), the revision or improvement of existing products (product variations) and the supplementation of the range with additional product variants (product differentiation). Decisions about product quality, product design and packaging, as well as brand policy, are also part of the product policy toolbox. By skillfully combining these measures, a company can stand out from the competition and optimally adapt its products to customer needs, which usually leads to higher sales. It is important to continuously review product policy and adapt it to market trends or changing buyer preferences. All in all, an effective product policy – in coordination with the other marketing instruments – enables a company to successfully differentiate itself and remain competitive in the long term.
Another product strategy approach is product diversification, i.e. expanding the product range to include new product categories or markets. Diversification enables a company to tap into new customer groups and markets. [3]
Product policy is one of the most important elements of marketing, as it helps to set a company apart from the competition. It plays a critical role in the development of a product and can be instrumental in ensuring a company's success. Product policy involves making decisions about pricing, packaging, product quality, and marketing. These decisions are important to ensure that the product is competitively priced in the marketplace. A good product policy also allows a company to better understand the needs of its customers so that it can better respond to their desires.
| Reasons for the Importance of Product Policy | Explanation |
|---|---|
| Competitive Advantage | A successful product policy can help a company to stand out from its competitors and gain a competitive edge. |
| Customer Loyalty | By developing and improving products, a company can retain customers and build long-term relationships. |
| Increasing Sales | By introducing new products or improving existing products, a company can increase its sales. |
| Branding | A successful product policy can help a company build a strong brand and establish a good reputation in the industry. |
| Adapting to Market Conditions | Flexible product policies enable a company to respond quickly to changes in the market and adapt to the needs of its customers. |
| Innovation | Product Policy can help a company develop innovative products and thus drive the industry forward. |
| Image Cultivation | By developing environmentally friendly or socially responsible products, a company can improve its image and position itself as a responsible company. |
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Product policy is an important part of corporate marketing and refers to all the decisions a company makes to place and market its products on the market. This includes decisions about pricing, distribution, advertising, and promotion. Product policy defines the way a company offers and positions its products to satisfy its customers and achieve desired results. Accordingly, it includes everything from the type of product to the features it offers and the prices it charges for its products.
Product policy is an important part of a company's success and should be carefully planned and implemented. A convincing writing style can help to highlight the advantages of the products and convince potential customers. All aspects should be considered, from the features of the product to the target audience and the competitive environment. A well-written text can help the company achieve its goals and position itself successfully in the market. It is important to convey a clear message as well as provide arguments why the product is better than other alternatives. Overall, product policy plays a crucial role in a company's success in the market. With a convincing writing style, companies can present their products in the best possible way and thus increase their sales figures. [5]
The tasks of product policy can be divided into several core areas. Firstly, there is the development and market launch of new products (product innovation) to keep the company's range up-to-date and competitive. Secondly, product policy includes the maintenance of existing products, i.e. their continuous improvement or adaptation (product variation) and the addition of new products to the range (product differentiation) to meet changing customer needs. Thirdly, product elimination is also one of the tasks – if products are unsuccessful or outdated, they must be removed from the program. The basis for all these decisions is an ongoing market analysis: demand and trends are monitored in order to strategically plan the product range. In addition, product policy must ensure that all legal requirements (e.g. product safety laws, labeling requirements) are met and that product quality meets standards. Strategically, a well-managed product policy contributes to utilizing sales opportunities and increasing competitiveness by always optimally aligning the company's range of services with market conditions. A clear product policy concept thus sets the direction for product development and marketing and aims at continuously improving the range of products and services offered as well as achieving a high level of customer satisfaction. [6]
Planning and implementing an effective product policy is an important part of a successful corporate strategy. It is important to consider a number of factors to develop an appropriate strategy. These factors include the target audience, the company's objectives, available resources, competition and market conditions. With this information, companies can develop a strategy that is tailored to their specific needs. This includes product decisions, product positioning, pricing, marketing and advertising. Through proper planning and implementation, companies can achieve their goals and maximize profits.
| Differences | Product Differentiation | Product Innovation | Product Variation |
|---|---|---|---|
| Definition | Modification of an existing product to distinguish it from competing products | Development of a completely new product that does not yet exist on the market | Modification of an existing product to adapt it to different customer needs |
| Objective | Competitive advantage through differentiation from competing products | Development of new markets and customers | Adaptation to changing customer needs |
| Scope | Change of design, packaging, functions, etc. | Development of new technologies, materials, etc. | Adaptation of size, color, taste, etc. |
| Impact on Production | Low impact, as existing production processes can be used | High impact, as new production processes have to be developed | Low impact, as existing production processes can be adapted |
| Risks | Low risks, as the existing product is already established on the market | High risks, as the new product may not be accepted by the market | Low risks, as the existing product is already successful on the market and the adaptations to customer needs are expected to lead to higher acceptance |
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Product differentiation refers to measures that are used to modify or expand an existing product in such a way that it stands out clearly from competing products and offers unique added value. This is usually achieved through special product features – such as special equipment, a distinctive design or additional product variants that competitors do not offer in this way. Unlike a product innovation, the original product remains in the range; the differentiation merely complements it. Product differentiation allows a company to address new customer groups (e.g. by offering additional flavors or models) and to increase brand awareness. At the same time, it strengthens the bond with existing customers, as they can find exactly the variant that suits their preferences within the brand, instead of having to switch to a competitor. Overall, product differentiation helps to broaden the offering and improve the brand's competitive position.
A product innovation occurs when a company brings a completely new or fundamentally improved product to market. This can mean developing an unprecedented product concept – a genuine novelty – or significantly improving an existing product through decisive further developments in function, design or technology. Product innovations create a new benefit for customers or solve a problem in a novel way and are therefore extremely important for companies to remain competitive. Successful innovations can open up new markets or revitalize existing ones. However, since innovations are subject to uncertainties (especially true “market innovations”), successful companies continuously invest in research and development in order to inspire customers with suitable new products and to survive in the market in the long term. Overall, without regular product innovations, there is a risk that a company will fall behind its competitors or lose customers to more innovative competitors.
Product variation refers to the revision of an existing product in order to offer it again in an improved form. Certain product features – such as design, color, size, technical functions or material – are changed or optimized. It is important that the product variation replaces the previous product: the company withdraws the earlier version from the market and from then on offers an altered version. The number of different products in the range is not increased by a variation, but the existing product is updated. Product variations aim to adapt a proven product to new customer expectations or technological developments. This helps to maintain or even increase demand for the product without having to launch a completely new product. At the same time, the risks and resource requirements for variations are generally lower than for innovations, since they build on an established product. Product variations also help to boost customer loyalty: satisfied customers receive improved versions of “their” product over time and therefore have less reason to switch to the competition.
A company's product policy encompasses all decisions and measures related to the design of the product range. Specifically, product policy determines which products or services a company offers and how these products are designed. This includes, for example, decisions about the product range (range width and depth), the product features and quality of each offer, the packaging design and the branding of the products, as well as any additional product features. Typically, product policy also includes strategic decisions such as the development of new products, the adaptation or improvement of existing products and, if necessary, the discontinuation of products (elimination). However, decisions regarding procurement, production and distribution strategy or advertising measures are not part of product policy in the narrower sense; such aspects fall under other categories (purchasing, production, distribution, communication) and are managed separately. An effective product policy forms the basis for market success: it ensures that the company is represented on the market with the right range of products and services, which in turn creates the requirement for generating sales, positioning the company competitively and achieving sustainable profits. [8]
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[1] Heribert Meffert et al., 2019, Marketing: Grundlagen marktorientierter Unternehmensführung (13. Aufl., Springer Gabler)
[2] Produktpolitik: Definition, Teilbereiche & Ziele | Lexware: Lexware.de/wissen/unternehmerlexikon/produktpolitik/
[3] Philip Kotler & Gary Armstrong, 2018, Principles of Marketing (17th ed., Pearson)
[4] Prof. Dr. Regine Kalka, 2008, ProFirma Magazin (Haufe)
[5] Produktpolitik: Definition, Teilbereiche & Ziele | Lexware: Lexware.de/wissen/unternehmerlexikon/produktpolitik/
[6] Prof. Dr. Ralf Wagner et al., 2015, WiWi-Online Fachartikel Nr. 744
[7] Robert G. Cooper, 2017, Winning at New Products
[8] Manfred Bruhn, 2016, Marketing – Grundlagen für Studium und Praxis
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