The 8 dimensions of the product1. Concept = perception of the product by the consumer2. Formula = technical descriptive which permits the use of the product by the consumer and

source of the product performance3. Performance = functions used by the consumer4. Sensorial identity = characteristics used to sensitize the senses of the consumer5. Packaging = set (product + packaging) used as a protection and as a presentation6. Quality of the offer = offer characteristics which permit to distinguish the product from the

concurrency7. Assorted services = set of upstream services (transport, handling) and downstream services

(warranty, after sales services)8. Brand = set of signs and symbols which permit to characterize the offer on its market and to

distinguish it from the concurrency