Levels Of Product
Levels of product
Core product
The core product is not the tangible physical product. We can’t touch it. That’s because the core product is the benefit of the product that makes it valuable to us. So with the car example, the benefit is convenience the ease at which we can go where we like, when we want to. Another core benefit is speed since we can travel around relatively quickly.
Actual product
The actual product is the tangible, physical product. We can get some use out of it. Again with the car, it is the vehicle that we test drive, buy and then collect. We can touch it. The actual product is what the average person would think of under the generic banner of product.
Augmented product
The augmented product is the non-physical part of the product. It usually consists of lots of added value, for which we may or may not pay a premium. So when we buy a car, part of the augmented product would be the warranty, the customer service support offered by the car’s manufacturer and any after-sales service. The augmented product is an important way to tailor the core or actual product to the needs of an individual customer. The features of augmented products can be converted in to benefits for individuals.
Consumer products
Consumer products are product and services bought by final consumers for personal consumption. Four types of consumer products:
1. Convenience products: Convenience products are consumer products and services that customers usually buy frequently as soon as they feel the need for them and with a minimum of comparison and buying effort. They require minimum or no planning before the purchase. Convenience products are usually low priced. Examples include laundry detergent soft drinks, cigarettes, chocolates, candy and fast food.
2. Shopping products: Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability quality price and style. When buying shopping products and services consumers
Core product
The core product is not the tangible physical product. We can’t touch it. That’s because the core product is the benefit of the product that makes it valuable to us. So with the car example, the benefit is convenience the ease at which we can go where we like, when we want to. Another core benefit is speed since we can travel around relatively quickly.
Actual product
The actual product is the tangible, physical product. We can get some use out of it. Again with the car, it is the vehicle that we test drive, buy and then collect. We can touch it. The actual product is what the average person would think of under the generic banner of product.
Augmented product
The augmented product is the non-physical part of the product. It usually consists of lots of added value, for which we may or may not pay a premium. So when we buy a car, part of the augmented product would be the warranty, the customer service support offered by the car’s manufacturer and any after-sales service. The augmented product is an important way to tailor the core or actual product to the needs of an individual customer. The features of augmented products can be converted in to benefits for individuals.
Consumer products
Consumer products are product and services bought by final consumers for personal consumption. Four types of consumer products:
1. Convenience products: Convenience products are consumer products and services that customers usually buy frequently as soon as they feel the need for them and with a minimum of comparison and buying effort. They require minimum or no planning before the purchase. Convenience products are usually low priced. Examples include laundry detergent soft drinks, cigarettes, chocolates, candy and fast food.
2. Shopping products: Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability quality price and style. When buying shopping products and services consumers