Discuss the type of product the company will offer and identify its primary characteristics. Perception is everything. This sentiment is the driving factor of marketing: to influence perceptions. Convenience, shopping, specialty, and unsought products and services are the four (4) major types of consumer products in marketing (Kondrat, 2010). RADD’s products would fall into specialty products category which will stress quality and convenience for the customer. There are three components to the product that RADD is selling: core, actual, and augmented. It can be argued that the core product for RADD is the personalized services being offered for consumption to the pet in the areas of grooming, training, daycare, and boarding. Full
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RADD will offer a satisfaction guarantee on all services provided. Once a customer is at the location, we will have our own line of pet treats, perfume to be used between visits, and accessories such as collars and leashes. Our staff’s knowledge and accessibility are also one of the best augmented services offered by RADD. In addition, when a customer comes for self- serve they will see the other products such as boarding or daycare. Although these are our actual product, they can also be considered an augmented product if they take advantage of these services for the first time.
Discuss the service component of the product and how it will be used to enhance the product. RADD provides services that are inseparability from the product and consumption. By definition, service products are typically produced and consumed at the same time - consumption cannot be separated from the means of production (Heinonen, 2013). Knowing this fact, RADD will ensure that each customer contact is a completely satisfying experiencing. In the area of self-service washing, there will be at least one pet professional. This individual is not just a cashier; they are a pet professional. They will be there to advise the customer in such areas of how the appliances in the facility work, what are some helpful hints on washing and grooming; including a quick check to see if all the soap has been rinsed out. Additional