FIVE PRODUCT LEVELS
Core benefit of the product Generic product Expected product Augmented product Potential product
Philip Kotler defined five levels to a product. These are described in the following slides. The customers choose a product based on their perceived value of it. Satisfaction is therefore the degree to which the use of a product matches the perceived value the customer had when it was purchased. The customer is satisfied only if the actual value is the same or exceeds the perceived value.
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Core benefit of the product •Example text •Fill in your own text •This is an example text •Fill in your own text
1
Core benefit of the product This is the fundamental need or want the consumers satisfy by purchasing the product or service.
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Core benefit of the product •Example text •Fill in your own text Generic product •This is an example text •Fill•Example in your own text text •Fill in your own text •This is an example text •Fill in your own text
Generic product 1
Core benefit ofversion the product This is a of the product that only contains the characteristics absolutely necessary for
2
This is itthe need or want the consumers satisfy by purchasing the to fundamental function. product or service.
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Generic product •Example text
Expected •Fill in your product own text •This is an example text •Example text •Fill in your own text •Fill in your own text •This is an example text •Fill in your own text
Generic product 3
Expected Thisproduct is a version of the product that only contains the characteristics absolutely necessary for
2
These are set of attributes or characteristics that buyers normally expect and agree it to the function. to when they purchase a product
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Expected product •Example text
Augmented product •Fill in your own text •This•Example is an example text text •Fill in your own text •Fill in your own text •This is an example text •Fill in your own text
Augmented product 3
Expected product
4
Product with benefits,that attributes related services thatagree differentiate the These are the set ofadditional attributes features, or characteristics buyersornormally expect and from its competitors. to whenproduct they purchase a product
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Potential product Augmented product •Example text •Fill in your own text •This is an example text •Fill in your own text
Augmented product 6
Potential product
4
These are all the transformations and changes a attributes product undergo in the futurethat differentiate the Product with additional features, benefits, or related services product from its competitors.
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS Core benefit of the product •Example text •Fill in your own •Example text •Example text
Generic product
Potential product
•Example text •Fill in your own •Example text •Example text
•Example text •Fill in your own •Example text •Example text
Expected product •Example text •Fill in your own •Example text •Example text
Augmented product •Example text •Fill in your own •Example text •Example text
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
Core benefit of the product
Core benefit of the product •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Generic product
Generic product
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Expected product
Expected product
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Augmented product
Augmented product
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Core benefit of the product
Core benefit of the product •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Source: Marketing management, Kotler, Philip
FIVE PRODUCT LEVELS
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Core benefit of the product
Expected product
Core benefit of the product
Generic product
Augmented product
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
•Example text •Fill in your own •Example text •Example text •Fill in your own •Example text
Source: Marketing management, Kotler, Philip