Five product level

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