Product

Product is, of course, the item(s) (or service) that is being offered to the consumer. There are a number of things about the product you should evaluate. 
It is important to understand your product from the consumers’ point of view. 
It is critical to be able to say in one clear sentence why your product is perfect for a specific buyer and what it does best. 
In order to begin to understand the product from the consumers point of view, list the functionality, the benefits, and the features your product has.
 
Product Adaptability 

By understanding how adaptable your product is, you can incorporate the necessary elements into your marketing strategy. 
There are five factors for measuring how "adaptable" your product is: 

• Relative advantage of your product
• How superior is the originality to your product or other competitor’s methods or solutions it was designed to compete against?
• Compatibility
• Does it fit with current product usage and customer activity? 
• Complexity
• Will difficulty or confusion occur in understanding the innovation’s basic idea? 
• Divisibility
• How easily can trial portions of the product be purchased? 
• Communicability  
• How likely is your product to appear in public places where it is easily seen and studied by potential consumers? 

With that stated, let’s take a look at positioning.