Evolution and Trends in Product Marketing: A Systematic Review of Strategies, Positioning, and Innovation

Abstract

Product marketing is an essential part of business strategies, as it integrates the development, positioning, and communication of goods or services in order to generate value and preference among consumers. This approach seeks to ensure that the product not only satisfies a functional need, but also an emotional and symbolic expectation, directly influencing customer perception and purchasing decisions. Marketing strategies aim to differentiate the product within a competitive market through actions that strengthen its identity and value proposition. Proper positioning allows for the construction of a solid and consistent image that facilitates consumer recognition and trust. In this way, the product acquires a distinctive place in the minds of the target audience, increasing its relevance compared to existing alternatives. Consumer perception is a determining factor in product marketing, as it influences the buyer's subjective evaluation of quality, design, and perceived usefulness. Studies agree that visual elements, packaging, and presentation significantly influence this perception, as they convey the brand's values and attributes from the first visual contact. Packaging, in addition to fulfilling a protective function, acts as a means of direct communication between the brand and the consumer. A design consistent with the product's positioning can reinforce its identity, generate recall, and stimulate the impulse to buy. Likewise, packaging influences the sensory experience by projecting feelings of exclusivity, sustainability, or modernity depending on its design and materiality.