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Product Centric Marketing: Definition & Explanation

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Product centric marketing is one approach to selling your goods or services to consumers. In this lesson, you'll learn more about product centric marketing - what it is, and why it's used.

Is It You or the Product?

You've just sat down for a leisurely night of watching television to catch up on some of your favorite shows. At the first commercial break, you notice an advertisement for a new type of candy bar. Looks delicious! Later, you spot an advertisement for an all-in-one shampoo and conditioner that will help make your morning routine faster.

What's the difference between these products and they way they're being presented to you? One is focused on the product itself (the candy bar), while the other is focused on solving a problem you deal with daily (the shampoo). These are two very different approaches to trying to earn your business. Each can be effective in its own way, but let's take a closer look at the case of the candy bar and its product centric marketing focus.

What is Product Centric Marketing?

Product centric marketing involves a marketing focus on a product or products, specifically, and selling that product to as many people as possible. The alternative, customer centric marketing, is when you develop specific products and market those products as a way to fulfill a customer's needs or to solve a problem.

Soda companies frequently use product centric marketing to advertise their beverages.
Soda companies frequently use product centric marketing to advertise their beverages.

Here's an example: Soft drink companies frequently choose product centric marketing because they are concerned with selling as many soft drinks to as many people as possible. It is not a product that necessarily fulfills a need; rather, it can be sold and marketed broadly based solely on the product itself. Customer centric marketing, on the other hand, focuses on the benefit of the product to the customer or on fulfilling a need the customer has. It might be a skin care company marketing its face moisturizer as a way to combat dry skin or improve acne - common problems that people interested in the product might need help solving.

Benefits of Product Centric Marketing

Product centric marketing can be beneficial in a number of ways, most notably that you're extending the reach of your product and its marketing to anyone and everyone. There's no defined target audience so you're free to market around the product exclusively, in the hopes that as many people as possible with be enticed by the product and choose to buy it. Additionally, you may develop and roll out many products in an attempt to have the newest, biggest, and best products of your kind on the market.

The primary benefit of product centric marketing is reflected in your company's sales. That is the ultimate goal with a product centric focus.

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