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Product Levels

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0% found this document useful (0 votes)
13 views7 pages

Product Levels

Uploaded by

jdwite88
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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PRODUCT LEVELS

• The Five Product Levels model was developed by Philip Kotler


• This a framework used to analyze and understand the different aspects or levels
of a product or service that customers perceive and value.
• It helps businesses tailor their marketing strategies to meet customer needs
effectively.
1. Core Benefit

• The core benefit is the fundamental need or wants that the customer satisfies
when they buy the product.
• For example, when someone buys a smartphone, they are seeking the core
benefit of communication and access to information.
2. Generic Product:

• Moving on to the generic product level includes the basic version of the
product that fulfils the core benefit.
• This level includes all the essential features and attributes necessary for the
product to function as intended.
• Essentially, it is a bundle of tangible and intangible attributes that make up the
product.
• For example, in the case of smartphones, these would encompass components
like display, processor, battery, and basic communication capabilities.
3. Expected Product:

• The expected product level represents the set of attributes and features that
customers anticipate to have in a product of a specific category.
• These are the minimum requirements that customers expect when making a
purchase.
• Failing to meet these expected features may lead to customer dissatisfaction.
• For example, in the case of smartphones, customers would expect features
like a good-quality camera, app compatibility, and internet connectivity.
4. Augmented Product:

• As we ascend to the augmented product level, we encounter additional


features and benefits that surpass customers’ expectations and distinguish
the product from its competitors.
• These extras add value and elevate the overall customer experience.
• Augmented product offerings may include warranties, customer support,
packaging, after-sales services, or loyalty programs.
• For example, In the case of smartphones, augmented features could be
extended warranty, fast charging technology, or exclusive access to certain
apps.
5. Potential Product:

• Lastly, the potential product level entails envisioning future possibilities and
innovations that could be incorporated into the product.
• These are ideas and improvements that may not be currently available but hold
the potential to be introduced in the future.
• Adapting to changing customer needs and technological advancements are
crucial aspects of the potential product level.
• For example, for smartphones, the potential product could be a gaming kit on
one occasion and earbuds on some other occasion. Through potential products, a
business can surprise its customers.

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