© provenmodels

five product levels

core benefit of the product

generic product

expected product

augmented product

potential product

source: Kotler, marketing management

© provenmodels

five product levels described

product levels description

core benefitsthe fundamental need or want that consumers satisfy by consuming the product or service.

generic producta version of the product containing only those attributes or characteristics absolutely necessary for it to function.

expected productthe set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.

augmented productinclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors.

potential productall the augmentations and transformations a product might undergo in the future.

© provenmodels

five product levels table

product levels consumer organisationgap

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core benefits• xxxxxx• xxxxxx

• xxxxxx• xxxxxx

generic product

expected product

augmented product

potential product