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

Core benefit of the product FIVE PRODUCT LEVELS Core benefit of the product Example text Fill in your own text This is an example text Core benefit of the product This is the fundamental need or want the consumers satisfy by purchasing the product or service. 1 Source: Marketing management, Kotler, Philip

Core benefit of the product FIVE PRODUCT LEVELS Core benefit of the product Example text Fill in your own text This is an example text Generic product Example text Fill in your own text This is an example text Generic product 2 This is a version of the product that only contains the characteristics absolutely necessary for it to function. Core benefit of the product This is the fundamental need or want the consumers satisfy by purchasing the product or service. 1 Source: Marketing management, Kotler, Philip Source: Marketing management, Kotler, Philip

2 FIVE PRODUCT LEVELS Generic product Expected product Example text Fill in your own text This is an example text Expected product Example text Fill in your own text This is an example text Generic product 2 This is a version of the product that only contains the characteristics absolutely necessary for it to function. Expected product These are the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product 3 Source: Marketing management, Kotler, Philip

4 FIVE PRODUCT LEVELS Expected product Augmented product Example text Fill in your own text This is an example text Augmented product Example text Fill in your own text This is an example text Augmented product 4 Product with additional features, benefits, attributes or related services that differentiate the product from its competitors. Expected product These are the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product 3 Source: Marketing management, Kotler, Philip Source: Marketing management, Kotler, Philip Source: Marketing management, Kotler, Philip

4 FIVE PRODUCT LEVELS Augmented product Potential product Example text Fill in your own text This is an example text Potential product Example text Fill in your own text This is an example text Augmented product 4 Product with additional features, benefits, attributes or related services that differentiate the product from its competitors. Source: Marketing management, Kotler, Philip Potential product These are all the transformations and changes a product undergo in the future 6

FIVE PRODUCT LEVELS Core benefit of the product Generic product Example text Fill in your own Generic product Potential product Example text Fill in your own Example text Fill in your own Expected product Example text Fill in your own Augmented product Example text Fill in your own Source: Marketing management, Kotler, Philip

FIVE PRODUCT LEVELS Core benefit of the product Generic product Expected product Expected product Augmented product Augmented product Core benefit of the product Core benefit of the product Example text Fill in your own Example text Fill in your own Example text Fill in your own Example text Fill in your own Example text Fill in your own Source: Marketing management, Kotler, Philip

Core benefit of the product Core benefit of the product FIVE PRODUCT LEVELS Example text Fill in your own Example text Fill in your own Example text Fill in your own Core benefit of the product Expected product Core benefit of the product Generic product Augmented product Example text Fill in your own Example text Fill in your own Source: Marketing management, Kotler, Philip