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Understanding Product Levels for Marketing

This document outlines five levels of products: 1. Core product - defines the basic problem-solving benefits or services consumers seek. Provides little differentiation. 2. Basic product - turns the core benefit into a basic, unbranded product. 3. Expected product - includes brand name, features, design and quality to meet basic customer requirements. 4. Augmented product - exceeds customer expectations with additional intangible services and benefits. Looks at total consumption system. 5. Potential product - includes all possible improvements to attract and retain customers, varying by market conditions.

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Kathirrvelu Subramanian
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62 views15 pages

Understanding Product Levels for Marketing

This document outlines five levels of products: 1. Core product - defines the basic problem-solving benefits or services consumers seek. Provides little differentiation. 2. Basic product - turns the core benefit into a basic, unbranded product. 3. Expected product - includes brand name, features, design and quality to meet basic customer requirements. 4. Augmented product - exceeds customer expectations with additional intangible services and benefits. Looks at total consumption system. 5. Potential product - includes all possible improvements to attract and retain customers, varying by market conditions.

Uploaded by

Kathirrvelu Subramanian
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Levels of Product

1
A product can be anything that can be offered
to the market to satisfy a want or a need.
A bundle of attributes, offering for
use/consumption by the final customer.

2
 Products that are market included
 Physical goods

 Services

 Experiences

 Events

 Persons

 Places

 Properties

 Organizations

 Information and Ideas 3


Levels of
Five basic levels
Product
Each level adds more customer
value :

4
Core product

 Basic step in designing products.

Defines problem solving benefits/

services that consumers seek.


Standardization of technology does not lead

to much of difference from competing firms.

5
6
Basic Product
At this level, the core benefit is turned into

a basic product.
 Basic step in designing products

Unbranded, plainly packaged, less

expensive

7
8
Expected product

Represents basic requirements, a customer
finds essential to buy a product.
Attributes & conditions required by the
customers – identified-built into products.
Includes brand name, features, design,
packaging, quality level, styling, styling,
attributes, instructions manual.
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10
Augmented product
 Marketer prepares an augmented product that exceeds
customer expectations.
 Intangible component of the product

along with formal & core components.


 Product built by adding consumer services &
benefits.
 Product augmentation leads the marketer

to look at the user’s total consumption system.


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12
Potential Product
Includes all possible improvements undergiven

technological, economical, competitive


conditions.
 Helps to attract & retain customers.

These offerings differ from 1 market to another

because of varying competitive conditions.


13
14
Thank You Very Much

15

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