In essence, goods are items that can meet the needs and are offered to the market in order to attract attention, purchase, use and consume. A product is a bundle of attributes (features, functions, benefits, and uses) that a person receives in an exchange. The concept of product marketing can be revealed using the product marketing “onion” which consists of four layers. In the process of research the following methods were used: desk and field. The main methods of field research used in the work are surveys. The red champagne «Triumfalne» (brut) by the «Kharkiv Champagne and Wine Factory» was chosen to develop the marketing «onion» of the product. Every product contains these components to a greater or lesser extent, and they are what the consumer uses when evaluating alternatives.
