15 Applications Of The Product

The product definition needs to identify the primary applications of the product in order that the reader can determine the uses to which the product will be put. The application of the product is much more than an identification of a product's function. It specifies who is likely to use the product, for what purposes and where they are likely to use it. The applications identified will be the embodiment of the values and benefits of the product to the user.

Market Segmentation

Typical ways of defining the product application will include an identification of the applicability of the product to particular market sectors.

Who is likely to use the product?

The characteristics of people who may use a product are best identified in terms of their attributes which can include for example the following: single or married, young or old, large or small, fat or thin, male or female, educated or uneducated, rich or poor. Another way of defining people is in terms of what they do, for example their employment status, the type of work they do, the industry they work in etc.

For what purposes is the product to be used?

This is really an establishment of the significant benefits of the product to potential customers. There may be economic, social, environmental and other purposes for product use. This question will help identify various requirements for accessories or companion products. These will in turn help identify different product configurations or packages.

Where is the product likely to be used?

This should distinguish between work, leisure and pleasure applications, residential and business applications, private and public place requirements. The place in which a product is likely to be used will define many of the physical conditioning and safety requirements of the product. It may indicate product variants for specialised applications.

Methods of Identifying Applications

Identifying applications requires substantial lateral thought and understanding of the product's potential. A variety of market research devices can be used to identify potential applications.