This term refers to the main characteristic of a product. This product feature is designed to meet an essential consumer need. It is because the product meets this need that consumers will want to buy it. Moreover, the marketing concept of a product must always be expressed in terms of customer benefits.
To be effective, it is essential that the marketing concept of a product brings something more to the consumer. It must be able to evolve over time and remain affordable in terms of cost. This concerns both the cost of the product and the production and distribution costs.