255 Section 10.1 Product Copyright Goodheart-Willcox Co., Inc. Most manufacturers work diligently to verify product safety through quality control checks during the manufacturing process. In addition, certain laws establish safety standards for some products. The safety features of products may influence consumer buying decisions. Packaging protects products until customers are ready to use them. The packaging contains information about the product, such as contents, nutritional information, and weight. Some packaging contains safety precautions and directions to prevent injury to the user. Complex machinery, vehicles, and other equipment often require regular maintenance to remain in safe, working order. The availability and cost of maintenance and repair services can affect consumer buying decisions and overall satisfaction. Product Strategies Product strategy is all of the decisions made about a given product. The first decision a business must make is to select which products it will offer. The next step is to begin product planning. Product planning is the process of deciding which product elements to include that will appeal to the target market. Detailed product planning helps marketers make product decisions to distinguish their products from others. There are many decisions to be made about the products a business will offer. The first decisions are related to selecting the appropriate products and setting the scope of the product plan. The scope is the guideline of how many strategies to include as part of the plan. Focusing on one or two strategies can be more effective than five or six strategies. Decisions must be made through all of the processes involved in getting products to the end users. Product strategies help with product positioning, which is distinguishing your products from competing products. The right strategies will help you meet customer needs and beat the competition. There are a number of product-positioning strategies. These include branding, packaging and labeling, and developing new products when necessary. In addition, it is a good idea to frequently review current products and determine where they are in the product life cycle. This helps ensure that the needs and wants of customers are being met. Branding A brand is a name, term, or design that sets a product or business apart from its competitors. What do Kleenex®, Crock-Pot®, and Google have in common? They are all established, registered products with powerful brands. In fact, these brands are so strong that those names are used instead of the product categories. For example, most people ask for a Kleenex®, not a facial tissue.