Product Levels
Product Levels
• 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:
• 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.