What is Product Orientation? Importance, Benefits, Examples 

Businesses and companies employ various types of strategies to amplify their sales and profitability both in the short and long term. Today, we’ll discuss what is product orientation; its importance, benefits and characteristics, and examples of product orientation.

What is Product Orientation? 

A product orientation is a form of marketing management strategy that focuses on promoting high-quality goods to amplify sales and revenue. Companies that follow this approach perceive that quality products outline and create demand in the market. Therefore, products-oriented companies develop high-quality products and set the appropriate price for them, so that the target customers find them and buy them for them.

Background & Explanation

The concept of product came to light in the late 19th and early 20th century. It was the time when customers didn’t have a lot of options when they used to go shopping. Resultantly, companies were producing competitive high-quality products with different traits and characteristics.

Customers always wanted premium quality products, but the problem with this approach was that such premium items didn’t satisfy their needs sometimes. Usually, the focus of products oriented approach is on the research and development, and design of the product. That’s why many products-oriented companies belong to the tech industry.

They consider that the product would sell itself, and their focus is on research and development. However, it is necessary for the smaller markets where you have to mix it up with market-oriented strategies to attract the attention of the bigger market.

The products-oriented strategy goes back to the period of the early 1920s and it used to fall under the category of business development. The product development units of the companies weren’t fully developed, and their emphasis was only on creating high-quality goods. Some of the key strategies and methods of products orientation are as follows;

  • Product Focus
  • Product Development
  • Product Research

The products oriented is a kind of risk-averse, proactive, and bold strategy; that’s why it also goes by the name of “no fear strategy.” Usually, high-tech and innovative companies follow this strategy.

Importance of Product Orientation 

Product orientation outlines the focus of the company on the individual product, and it makes sure that the company achieves high performance along with high quality. Usually, the company spends a lot of capital on research and product development to make sure that it could sell its products. They used to consider that if they offer an excellent quality product, the customers would buy it.

As we are aware of the fact that innovation and creativity are always happening. Being the first mover, maintaining your competitive edge in the market, and always keeping up with the pace of technology is not possible. Companies that follow this strategy of exhibiting innovation, face the challenge of being difficult to replicate.

Benefits & Characteristics of Product Orientation 

Some of the key benefits and characteristics of product orientation are as follows;


Innovation and creativity is the key area of their product development approach. Companies develop products with great features, higher quality, and superior performance in their development process. After creating and launching their innovative product, they think that it would attract the attention of customers.

Research & Development

Innovation and creativity product-oriented companies employ their internal resources like employees and staff for research and development. In fact, product-oriented companies heavily depend on them for growth and innovation.

Market Demand

When the demand is much higher than the supply in the market, then it would be a very suitable and useful approach. It amplifies the probability for the goods and services to achieve higher acceptance by the target customer market.

Educating Customers

The other notion behind this strategy is that customers don’t know what is good for them. Along with selling the product, the focus of the company is to educate customers on how to enjoy benefits and achieve their satisfaction level from using the product item.

Companies used to send guide material in the sale of early computers. The guide tells them the benefits of the device and how it could change their lives. How they should use it step by step to perform various tasks, and how it would make their life simpler and easier.

Continuous Innovation

Innovation and creativity are a continuous and non-stop process. The purpose of product-oriented companies is to deliver a higher quality product and generate more sales and revenue streams. They should try to maintain their position in the market in terms of innovation and creativity.

Examples of Product Orientation 

Ford Motor Company

Ford is a renowned automobile manufacturing brand. The company’s founder launched its black model car in the early days, it was the only model the company launched, and it didn’t focus on the needs and wishes of customers.


Gillette is a disposable razor manufacturing company. The brand manufactures high-quality disposable razors at a mass scale. However, the company differentiates its products by delivering higher quality, setting the right price, and ease to use.

Conclusion: What is Product Orientation? Importance, Benefits, Examples 

After an in-depth study of what is product orientation; its importance, various benefits, characteristics, and examples; we have realized product oriented is a bit old strategy. Before implementing this strategy in your business, you should keep in mind the abovementioned guidelines.

error: Content is protected !!