The other day, I roamed the aisles of CVS plus picked up the same toothpaste I’ve been buying for years.
I didn’t think twice about it. I made the buy on auto-pilot. I actually didn’t consider testing out a different brand or even purchasing one through another retailer.
Toothpaste, as it ends up, is known as a “convenience great, ” which consumers usually buy with out putting too much thought into the brand or even effort.
Knowing product classification is key to uncovering the reasons behind your consumers’ general buying actions and how you can better market your items as a result.
You can find four types of product classification. Let’s jump into each type, so that you can determine where your own product falls.
Product Classification in Marketing
Knowing the classification of a method vital when creating a marketing strategy. Exactly why? Well, it tells you the mindset most consumers have as well as the behavior they display when interacting with your product.
This particular knowledge arms you to devise an effective online marketing strategy that will meet your consumers where they may be. It also helps you choose a realistic marketing spending budget.
For instance, say your products come under the “unsought goods” classification (more upon that in this section). This means that you’ll likely need to take a more aggressive marketing approach to reach consumers that may not possess considered your item or brand.
Think of charity companies, life insurance companies, plus funeral homes. They are usually not top of mind for consumers. As such, these brand names must work a little harder to be visible to consumers and highlight the benefits of their particular goods or solutions.
Shopping items, on the other hand, are extremely visible and very competitive. Consumers typically spend time comparing quality, price, and value before you make a purchase. That is why building brand name loyalty is vital for this product classification.
As you can see, there are considerations for every classification of product. The more familiar you are with customer habits and values for that category, the more equipped you will be to market your product.
There are four types of products and each is categorized based on consumer practices, price, and product characteristics: convenience goods, shopping goods, specialty products, and unsought goods.
Let’s dive into each one in more detail.
1 . Convenience Goods
Like the Crest toothpaste example, convenience goods are products that consumers buy repeatedly and without much thought.
As soon as consumers choose their brand of choice, they will typically stick to it unless they see a reason to switch, such as a fascinating advertisement that forces them to try it or even convenient placement at the checkout aisle.
These products include gum, toilet paper, cleaning soap, toothpaste, shampoo, milk, and other necessities that people buy regularly.
To market a convenience good, you want to consider that most people will impulse buy these products. Placing your products near the checkout collection at a store could be a good idea for these items — which is why you will often find candy and gum in front of a store.
Since most comfort products are priced low, cost plus discounting isn’t a main deciding factor when considering a purchase. I won’t switch my toilet paper brand just to save a few cents.
For convenience goods, brand recognition is key. With this in mind, you’ll want to carry out widespread campaigns in order to spread awareness of your business if possible.
For instance, Charmin, the toilet document brand, is a widely recognized brand in the United States — likely in part due to the company’s consistent and long-term advertising technique, dating back to the 1960’s with the invention of the character “Mr. Whipple” who appeared on TV, print, and radio stations ads.
2 . Shopping Goods
Shopping goods are commodities consumers typically spend more time researching plus comparing before purchase.
They can range between affordable items, such as clothes and interior decor, to higher-end products like cars plus houses.
These are more one-off buys with a higher financial impact.
For example, while you will purchase toilet paper repeatedly for the rest of your life, you will probably only purchase a house a few times at most. And, since it’s a pricey and important buy, you’ll spend a good amount of time deliberating on it, attending different open houses, and comparing the pros and cons of your final selection.
The same could be said for smaller products. If you have a meeting coming up and you wish to purchase a nice footwear, this doesn’t fall under impulse purchases.
Instead, you’ll want to give it a try on, consider if the price is worth this, and even get input from your loved ones.
To market a buying good, invest in content that persuades your buyer of your product’s value. It’s important your marketing materials show how your product differs from the competition, and the unique value it provides consumers.
Price also plays a role in this product type, so the promotion of discount rates and sales can attract consumers towards your brand.
3. Specialty Items
A specialty good is the only product from the kind on the market, which means consumers typically don’t feel the need to compare plus deliberate as much as they might with shopping items.
A good example of this particular? iPhones.
Trying to find purchasing new apple iphones for years, and I haven’t paused to consider additional smartphone models — because of Apple’s solid brand identity as well as the perception I have from the product quality.
When marketing a specialty good, you don’t necessarily need to spend too much time convincing consumers that your product is completely different from competitors. They already know already.
Instead, focus on how your own products are continuously innovating and improving. This will ensure your clients will remain loyal to your brand.
For instance, if Apple ended making impressive improvements on their iPhones plus promoting new features, I might consider changing brands. But since they are yet to continued to make an impression on me over the years, We have continued to purchase from them.
Beach x Bear industrial encourages viewers to remember the importance of batteries in life-threatening situations, such as impending bear attacks or when using the metal detector.
Product Classification Examples
1 . Browndages
Browndages is a convenience goods brand that markets itself by highlighting its essential feature: bandages for each skin tone.
Messaging like “The perfect bandage meant for brown skin, ” can be seen on the brand’s website, packaging and social media platforms, which makes it stand out against rivals like Band-Aid that typically focus its product’s medical advantages.
2 . Condition Farm Insurance
Like many insurance companies, State Farm falls under the “unsought goods” product classification.
As such, brand plus product awareness is really a priority when it comes to advertising.
In its marketing efforts, State Farm, formerly AllState, positions itself as a reliable and trustworthy partner to rely on whenever bad things occur in your life.
In this example, the particular brand spotlights a fear many vehicle owners have — a popular tactic used by unsought goods brands — while talking about why trusting this brand will make things proceed smoothly.
For a lot of consumers, the first thing they think of when they picture batteries is a red rabbit holding the drumset.
Much like Charmin, Energizer developed brand mascot that will consumers could simply recognize and remember: the Energizer Bunny.
As a convenience good, Energizer needed to boost its brand reputation so that it could stand out among competitors looking.
Now, the brand is broadly popular and this is probably due to this marketing tactic.
4. Oui The People
Just for products under the “shopping goods” classification, it’s imperative that you identify ways to stand out amongst your competitors.
Exactly why? Because, when looking for these products, consumers evaluate everything: features, cost, value. As such, you have to offer something that some other brands don’t — whether that relates to your product features, brand values, or even mission.
Meant for Oui The People, sustainability is at the center of its brand.
Consumers who care about the environment will gravitate toward the brand because of its use of recyclable material for its companies packaging.
5. Pyer Moss
As mentioned before, when people purchase specialty items, they’re not aiming to be convinced of the quality or value. That’s already clear.
What consumers are looking for instead is a brand identity they can relate to, a vision they identify with.
Luxury clothes company Pyer Moss attracts consumers with its refreshing and innovative take on fashion. The particular brand isn’t scared to step outside the norm while still remaining rooted in the heritage.
Since you know where your own product fits, make use of consumers’ buyer habits to inspire the next marketing campaign. Now it’s time to figure out how you are able to meet — and exceed — consumers’ expectations of your item.
Editor’s Note: This blog post was originally released in August 2020, but has been up-to-date for comprehensiveness.