5.2:
Levels of a Product
A product's value extends beyond its physical attributes or fundamental service elements.
In marketing, a product is viewed on three levels: core, actual, and augmented.
The core product is the fundamental benefit or value that customers seek. For instance, when consumers buy a camera, the core value is the ability to capture and preserve memories.
The actual product includes the features and attributes that make the product unique. In the case of the camera, this might be the camera's brand, design, image quality, and zoom capabilities.
The augmented product encompasses additional elements that enhance the overall product experience, such as warranties, customer support, or accessories. For the camera, augmented features could include free photography workshops, a protective carrying case, or offering purchases on credit.
Businesses that sell experiences understand that customers are purchasing far more than mere products and services.
Marketers must consider all these levels to effectively create customer value, as these three levels set the product apart from competitors.
5.2 Levels of a Product
Philip Kotler introduced the concept of three levels of a product.
- Core Product is the fundamental benefit or solution consumers buy when purchasing a product. It is the main reason behind the purchase decision. For example, the core product of a car is not the vehicle itself but the transportation and convenience it provides.
- Actual Product is the physical item or intangible service that the customer buys. It includes the product design, brand name, features, quality level, and packaging. For instance, the actual product for a car might be a specific Tesla model with certain features and design elements.
- Augmented Products include additional services or benefits that come with the product's purchase, which can differentiate it from competitors—for example, warranties, after-sales service, product support, and free delivery for a car.
These levels offer a structured approach to product development and marketing strategy for marketers. The core product level helps identify the basic need or benefit that drives consumers' purchasing decisions, guiding the product design process. The actual product level, involving tangible features and attributes, allows marketers to differentiate their offerings from competitors. The augmented product level, which includes additional services or benefits, enhances customer value and creates a competitive advantage.