Core benefit of the product
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Core benefit of the product Generic product Expected product Augmented product Potential product FIVE PRODUCT LEVELS 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
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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. - PowerPoint PPT Presentation
Transcript of Core benefit of the product
Core benefit of the product
Generic product
Expected product
Augmented product
Potential product
FIVE PRODUCT LEVELS
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
Core benefit of the productThis is the fundamental need or want the consumers satisfy by purchasing the product or service.
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FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, Philip
Core benefit of the product
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Core benefit of the productThis is the fundamental need or want the consumers satisfy by purchasing the product or service.
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Source: Marketing management, Kotler, Philip
Generic product
2 This is a version of the product that only contains the characteristics absolutely necessary for it to function.
FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, Philip
Core benefit of the product
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Generic product•Example text
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Generic product
2 This is a version of the product that only contains the characteristics absolutely necessary for it to function.
FIVE PRODUCT LEVELS
Expected productThese are the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product
Source: Marketing management, Kotler, Philip
Generic product•Example text
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Expected product•Example text
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Expected productThese are the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product
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Augmented product
4 Product with additional features, benefits, attributes or related services that differentiate the product from its competitors.
FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, PhilipSource: Marketing management, Kotler, PhilipSource: Marketing management, Kotler, Philip
Expected product•Example text
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Augmented product•Example text
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Augmented product
4 Product with additional features, benefits, attributes or related services that differentiate the product from its competitors.
FIVE PRODUCT LEVELS
Augmented product•Example text
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Source: Marketing management, Kotler, Philip
Potential product•Example text
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Potential productThese are all the transformations and changes a product undergo in the future
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Expected product
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Augmented product
Potential product
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FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, Philip
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Genericproduct
Expectedproduct
Augmentedproduct
Core benefit of the product
FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, Philip
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Core benefit of the product
Core benefit of the product
Genericproduct
Augmentedproduct
Expectedproduct
Core benefit of the product
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FIVE PRODUCT LEVELS
Source: Marketing management, Kotler, Philip
Core benefit of the product
Expectedproduct
Core benefit of the product
Genericproduct
Augmentedproduct
