1. 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

2. Core benefit of the product
FIVE PRODUCT LEVELS
Core benefit of the product
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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

3. Core benefit of the product
FIVE PRODUCT LEVELS
Core benefit of the product
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Generic product
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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.
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

4. 2 FIVE PRODUCT LEVELS Generic product Expected product
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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.
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

5. 4 FIVE PRODUCT LEVELS Expected product Augmented product
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Augmented product
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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

6. 4 FIVE PRODUCT LEVELS Augmented product Potential product
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Potential product
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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

7. FIVE PRODUCT LEVELS Core benefit of the product Generic product
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Generic product
Potential product
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Expected product
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Augmented product
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Source: Marketing management, Kotler, Philip

8. 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
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Source: Marketing management, Kotler, Philip

9. Core benefit of the product Core benefit of the product
FIVE PRODUCT LEVELS
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Core benefit of the product
Expected
product
Core benefit of the product
Generic
product
Augmented
product
Example text
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Source: Marketing management, Kotler, Philip