In developing a program to reach a desired market, a company starts with a product or service designed to satisfy a market want. Executives must plan, develop and manage the company's products both jointly and separately. This task is not an easy task, as evidenced by the many products that fail in the trading world. According to Stanton (1984:222) in a narrow sense, a product is a set of tangible physical attributes that are related in an identifiable form. Each product bears a commonly recognized descriptive (or generic) name, such as mango, steel, or school bag. In terms of the breadth of the product in a set of tangible and intangible attributes, it includes color, price, packaging, factory reputation,
According to Kotler and Keller (2013: 4) a product is anything that can be offered to the market to satisfy a want or need, including physical goods, experiences, events, people, property, organizations, information and ideas. 2007:280) Products can also be interpreted as goods, services, or ideas that are marketed to meet the needs and desires of consumers. According to Alma (2013:139) the product is not only in the form of something tangible, such as food, clothing, and so on, but something intangible such as services. All are intended for satisfying the needs and desires of consumers. Consumers not only buy products to satisfy needs, but also to satisfy aims to satisfy desires. For example, buying shoes shape, style, color, brand, and prices that raise / elevate prestige. Therefore, manufacturers must pay close attention to their product policies.
According to Tjiptono (1997:95) a product is anything that a producer can offer to be noticed, requested, sought, purchased, used, or consumed by the market as a fulfillment of the needs or desires of the relevant market. Whereas conceptually, the product is a subjective understanding of the producer or something that can be offered as an effort to achieve organizational goals through fulfilling the needs and desires of consumers, in accordance with the competence and capacity of the organization as well as the purchasing power of the market. In addition, the product can also be defined as consumer perceptions described by producers through their production. In more detail, the total product concept includes goods, packaging, brands, labels, services, and guarantees.
According to Gitosudarmo (in Sunyoto, 2014: 69) a product is anything that is expected to meet the needs of humans or organizations. A company often sells or markets not only one product but a variety of products that are marketed. Because by marketing many kinds of products the company will obtain higher yield stability. Meanwhile, a company that only sells one type of product if the product fails or is not liked by consumers anymore, the company will experience difficulties. According to Abdullah and Tantri (2014: 153) a product is anything that can be offered to the market to get attention, be purchased, used, or consumed and that can satisfy a want or need. Products include more than just tangible goods (can be detected by the five senses).
Thus, compiling and developing new products is a challenge for marketers, who must take into account changes in technology, changing consumer wants and needs, and changing economic conditions. Meeting consumer needs often means changing new ones.
Product Rank
According to Kotler and Keller (2013: 4). In planning their market offerings, marketers should look at five product levels, as follows:
- The core product is the service or benefit that the customer actually or buys. In the songket business, the main benefit that consumers buy is convenience.
- The basic product is the marketer must turn the core benefits into a basic product. Songket products that are already well known usually have a certain brand, so that the brand will always be easy to remember.
- Ancillary products are marketers who prepare products that exceed customer expectations. In developed countries, brand positioning and competition occurs at this level, Advanced.
- A potential product is one that encompasses all the possible additions and transformations that a product or offering may undergo in the future.
According to Tjiptono (1997: 96) in making offers or products, marketers need to understand the product level. That is:
- main product / core, namely the benefits that are actually needed and will be consumed by customers from each product.
- Generic products, namely basic products that are able to fulfill the most basic product functions (minimal product design to function).
- Expected products, namely formal products offered with various attributes and conditions that are normally expected and agreed to be purchased.
- Complementary products, namely various forms of product attributes that are complemented or added by various benefits and services, so that they can provide additional satisfaction and can be distinguished from competing products.
- Potential products, namely all kinds of additions and changes and may be developed for a product in the future.
According to Levitt in (Sunyoto, 2014: 70) the product level consists of 4 elements, namely:
- Core or generic product
- The expected product consists of the core product and the minimum purchase decision considerations that must be met
- Additional products
- Potential products, where displays and additions are useful to consumers or may increase customer satisfaction.
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