Product vs. Commodity: NBC’s “Wide World of Sports”?

nbcderbyWe must be able to draw a distinction between a company’s commodity and it’s product.  The commodity is the good or service, while the product satisfies the need.  For example…

Apple produces iPhone’s as a commodity they put into the marketplace – the physical item that is sold.  But Apple also recognizes the perceived need in the public of the lifestyle on the go, so the product they sell is mobile office, the world at your fingertips.  Their commercials aren’t bandwidth this, gigabyte that, screensize galore.  When you walk into the Apple Store, you aren’t purchasing the physical phone.  Rather, they sell you the perceived need the phone fulfills in your life.  Apple is among the best at identifying your perceived needs, and delivering a product to you to fulfill those needs.

Which brings us to NBC.  Any great marketing campaign triggers a user experience that engages the user within the product.  NBC is looking to move their sports broadcast business from commodities to products in an effort to become the new “Wide World of Sports” from ABC’s glory days.  Continue reading

Advertisements