Products levels

Consumer Goods

Classification

Product Mix

Brand Name Decision

Brand Strategy Decision

Presentation on:

Core benefit

Basic product

Expected product

Augmented product

Potential product

Five Product Levels

Core benefits

c

Benefits and satisfaction

Basic product

Turn basic benefit into basic product

d

Expected product

Attributes and condition buyer normally buy

d

Augmented product

Exceeds customers expectation

z

Potential product

Encompasses all the possible augmentations

Core Benefits - Communication

Basic product - Features & design- small size, sliding, flip open, touch etc

Quality level- Excellent quality

Brand name- Samsung, Iphone, HTC, etc

Expected product- Looks good, light weight, easy to operate, long life battery

Augmented product- FM radio, MP3 player, camera, voice recorder. Wi-Fi

Potential product - Internet, e-mail, TV channels, GPS

Consumer Goods Classification

• Buy frequently and immediately.(pen, noodles, cigarette, tea etc.)

Convenience Goods

• Buy less frequently.(clothes, shoes, mobile, electronics etc.)

Shopping Goods

• Special purchase efforts.(car, motorbike, Rolex watch, gold , land and building etc.)

Specialty Goods

• New innovations.(gift items, decorative items etc.)

Unsought Goods

Product Mix

Width Length Depth Consistency

Length

WidthOral Care Shampoo Detergent

Depth-(3*2=6)

1kilo gram

500 gram

100 gram

Consistency

Brand name decisions

Individual names

Blanket family names

Separate family names for all products

Corporate name combined with individual product

names

Line Extensions

Brand Extensions

Multi Brands

New Brands

Co-branding

Brand Strategy Decision

Existing New

Exis

ting

New

Line Extensions Brand Extensions

Multi Brands New Brands

Line Extensions

Colors

Sizes

Flavors

Brand Extensions

Multi Brands

New Brands

Co-branding

Thank You