A.M. Custom clothing has products that are currently gaining popularity with the market. They have studied that the trend is leaning towards eco-friendly sustainable products that everyone is comfortable with. A.M Custom clothing has brought out their products in alignment with the Product mix described in reading 31 - Marketing mix.

In 1960 Mccarthy introduced the concept of 4Ps into Marketing mix - Product; Price; Place and Promotion. In modern times, Kotler & Armstrong, (2012) conceptualized the 4Ps as related to the consumers’ perspectives as 4Cs.

Product → Customer’s needs and wants
Price → Cost to the customer
Place → Convenience
Promotion → Communication

When the modern consumers were looking for alternatives to products that are harmful to the environment, A.M Custom clothing sensed the growing demand for eco-friendly printing on t-shirts and based their products on this new need. They thus became the leading supplier of wholesale, custom-printed embroidered clothing for uniforms, workwear as well as retail.

Many of their t-shirts also carry messages about protecting the environment which encourage more people to try their eco-friendly alternatives.

Kotler & Armstrong. (2012) recognize 5 categories of products

1. Pure tangible goods: THose products that are not related to any service in any manner (milk, sugar, music CDs)

2. Tangible products with accompanying service: Products that require some service for maintenance, installation, training etc( e.g: cars)

3. Hybrid offer: an equal mix of physical product and intangible service, places like art schools where there is learning as well as the materials that the consumers end taking away

4. Service with minor product accompaniments: Services such as airlines which provide some products along with the main service (foods and beverages on board)

5. Pure service: Services that are purely intangible by nature. (guides and consultation services)

What A.M.Custom clothing offers are Pure tangible goods, where only the t-shirts are the entire offering by themselves. There are no accompanied services or any such as of now. But what may be introduced by them in the future could be some free service such as home delivery etc.

You are a supervisor in Elegant Garments Manufacturing. Employees h...