Chapter 10 - Product Concepts

Chapter 10 focuses on product concepts which entails different types of consumer products, product items, lines and mixes, branding and finally packaging. These elements are some foundations to a company image and value. Gilt Groupe's business sells consumer products and the definition of consumer product is a product bought to satisfy an individual's personal wants. 

Gilt Groupe has many divisions under its umbrella. The company sells men's, women's, children's, home decor and appliances, city events, and vacations. According to chapter 10, Gilt's business model offers consumers a PRODUCT MIX WIDTH. This means the number of product lines an organization offers. 


BRANDING is extremely important to Gilt and the company prides themselves by offering their costumers the best deals on their PRODUCT MIX.  By building a brand based on discounts, each consumer that visits and shops on the site is reassured they are getting the best deal and it is even arguable that each individual is very satisfied because of that. 

PACKAGING is another element when it comes to building a brand. When receiving a package, Gilt tries to create an experience for their consumer. Opening the box to your already satisfied purchase is a great feeling. However, making sure that the packaging is elegant adds to the experience. Below is a photo of Gilt beautiful packaging. The company also uses 100% recycled cardboard for their packages.