Following with the different areas from marketing activity, we are going to enter within the policy of the product, to pound basic in the development of the diverse strategies to realize by the company. The products and services make or create to obtain benefits, to satisfy the needs with the consumers and to give valid answers to the market; therefore, we can say that they form the base of any conception of marketing.

The development and launching of new products are a full enterprise activity of risks and uncertainty. We have been years observing how the service lives of products are being used excessive respect in a great majority, reasons?, mainly the changes in the demand and the increase of the competition.

A product is in favor compound mainly of a series of physical and intangible characteristics that satisfy or try to satisfy the needs with the buyer and must correspond to the utility idea that is expected of him, although the present tendency comes marked by the marketing from perceptions, that makes prefer to the different consumers a product more by its emotional or external values that by the own utility.

Therefore, the peculiarities of different products exert an important influence on the totality of the marketing policy; in order to take it to good term it is necessary systematically to evaluate the possibilities of the market, that is to say, of determining the content of the different strategies from products and services, as much of our company as of the competition, of selecting and of analyzing his main characteristics, as well as the prices fixed for his commercialization, all this coordinated with the philosophy and strategies of marketing that considers the company.