1. Kotler’s Five Product Levels Model Template
Kotler changed the way marketing was viewed by contending that it was not a singular department, separated from all the others, but that marketing as an activity was an organization-wide responsibility. He asserts that the definition of a product goes far beyond being a physical object or a service.
Potential Product - All augmentations and improvements the product might experience in the future.
Augmented Product – Any product variations or extra features that might help differentiate the product from its competitors
Expected Product - Additional features that the customer might expect.
Generic Product - A basic version of the product made up of only those features necessary for it to function.
Core Benefit - Basic need or want that the customer satisfies when they buy the product.
Want more tools and templates? Visit

2. Kotler’s Five Product Levels Model Template
Core Benefit
Generic Product
Expected Product
Augmented Product
Potential Product 1
Core Benefit 2
Generic Product 3
Expected Product 4
Augmented Product 5
Potential Product
Want more tools and templates? Visit

3. Join the upBOARD Community to instantly find, customize or create your own business processes including:
Interactive online templates
Full business processes
Dashboards & analytics
Team collaboration tools
Want more tools and templates? Visit