What Is a Product Concept?

Product concept is the belief that any product that is truly of high quality will ultimately be accepted into the marketplace and embraced by consumers without the need to rely on aggressive marketing strategies to launch the product and generate sales. The general idea is that the features of the product will be sufficient to grab attention and allow word of mouth by satisfied customers to gradually build the reputation of the good or service, triggering a natural growth pattern. The underlying premise of the product concept is at variance with the basic marketing concept that holds that any type of product must be advertised heavily in order to educate consumers and attract enough attention to sell an appreciable number of units.

The philosophical underpinnings of the product concept include three basic assumptions. The first has to do with the quality of the good or service produced. Simply put, consumers will by nature be attracted to and prefer products that are obviously of high quality. In addition, consumers tend to be attracted to any product that is perceived as being new and somewhat innovative in comparison to similar products in the marketplace. A last assumption is that the product must be highly engineered in order to attract consumer attention and remain a favorite option for any appreciable period of time.

With the product concept, the focus is on the viral or natural growth of the popularity of the product. While advertising may be used as one tool to reach the public, that advertising is considered of secondary importance. The real focus is on creating and offering a product that immediately resonates with consumers due to its nature and high level of quality. From there, consumers take over the task of spreading the word, effectively making the overall marketing process much easier.

Product concept is at odds with the more common marketing concept, which holds that even products that are of high quality and on the cutting edge of technology must be actively promoted in order to attract consumers and build a viable client base. Efforts such as publicity campaigns, direct marketing to targeted consumers, media blitzes and other strategies aimed at proactively reaching and motivating consumers to buy is the core of the marketing approach. With the product concept, the general idea is that if the product is truly of high quality and offers significant value to consumers, such marketing expenditures are not necessary; customers will discover the product on their own, it will develop a reputation among consumers without the need for aggressive marketing, and eventually secures a loyal client base that makes the venture profitable.