Feb One helpful way of thinking about a product as a marketer is to split the product into levels. This product level model is presented in quite a few marketing textbooks, with the product models showing three, four or five product levels.
If you think of a car, you probably think of the car: But a product is much more than what you think. We will investigate the three levels of product. The three levels of product The three levels of product: Each level adds more customer value.
The first and most basic level is called the core customer value.
The first one of the levels of product, the core customer value, answers the question: What is the buyer really buying? When a marketer designs a product, he should first think of the core problem. What does the consumer really seek? If you buy a car, the most basic core value you seek is transportation.
For others, it might be status or glamour. If you buy a smartphone, the core customer value might be communication.
Likewise, if you buy an iPad, you buy more than a mobile computer or a personal organiser. The core customer value you buy is freedom and on-the-go connectivity. A woman buying a lipstick seeks more than just a colourful cosmetic. In fact, she might seek hope. You see that already the first one of the three levels of product is much more than the product itself.
Always ask yourself first when developing a product: What benefit does the customer really seek? What is the problem that needs to be solved? The second one of the three levels of product is the actual product.
Marketers should turn the core benefit, the core customer value they identified into an actual product. This involves developing product features, design, a quality level, a brand name and even a packaging.
The smartphone you finally buy as well as the car are actual products. You buy the phone, the packaging, the functionality and so on. All these factors at the second one of the levels of product relate to the core customer value.
This reveals that the levels of product build up on each other. Finally, the levels of product are completed with the augmented product. The augmented product rounds of the three levels of product, being built around the core value and the actual product.
It simply offers additional consumer services and benefits.5 3. Analyzing The Levels Of The Products. 6 - 11 4. Product Example 1: In case of a car Transportation from one place to another. Example 2: The customer in search of a hotel room demand only rest and sleep from a marketer.
2. . Five product levels in Marketing – 5 product levels in Marketing September 7, By Hitesh Bhasin Tagged With: Marketing management articles In one of the previous articles, we discussed different types of products and broke the products in 3 parts.
The three product levels in marketing. Let’s start by listing what the three product levels are: You should note the use of the word “solution” at the end of the last paragraph and you should be aware that products to consumers are simply solutions to problems or needs that they are facing.
Search the Marketing Study Guide. Take. In order to actively explore the nature of a product further, let’s consider it as three different products – the CORE product, the ACTUAL product, and finally the AUGMENTED product.
This concept is known as the Three Levels of a Product. A discussion exercise for marketing students, where students split two products of their choice into the five levels of core, actual, augmented, and so on.
Great Ideas for Teaching Marketing Ideas and resources for teaching marketing.
Three levels of a product. The concept of a Core Product originates from Philip Kotler, in his book - Marketing Management: Analysis, Planning and Control. It forms the first level of the concept of Three Levels of a Product.. Kotler suggested that products can be divided into three levels: core product, actual product and augmented product.