Distinguish among a product idea, a product concept and a product image.
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Marketing Concepts
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Distinction between Product Idea, Product Concept and Product Image
The success of marketing process depends on successful product development. The mere presence of an attractive idea does not guarantee successful product development. An attractive product idea must always be conceptualized and translated into a product concept. However, it is critical to develop a clear distinction between product idea, product concept and product image. A product idea refers to an idea about a product that a firm or a company can see itself offering to the market. For example, Coca Cola Company may have an idea about a new drink that contains all the fruit flavors in just one drink. This could be a new idea about a new product that the company could develop and provide in the market. The term product concept has been defined by Armstrong, Adam, Denize & Kotler (2014) as the product idea in detailed version and one that has been stated in consumer terms that are meaningful. It is a representation of the possible new product in the market, with possible benefits that consumers would get from its purchase. For example, after deciding on the product idea about a drink with all fruit flavors, Coca Cola could proceed and make a written or video description of the new drink. Such products descriptions or even prototypes provided to the consumers for purposes of evaluation of market response are……………………………………………………………………………………………………………………………………………………………………………………………………
