Product Levels

Core

Basic

Expected

Augmented
Potential
 Product Levels
SN Product Level
1 CORE BENEFIT- Which need does the customer
wish to fulfill ?
2 BASIC PRODUCT- The core benefit translates
into a tangible basic product
3 EXPECTED PRODUCT- Set of attributes and
conditions buyers normally expect
4 AUGMENTED PRODUCT- Exceed customer
expectations
5 POTENTIAL PRODUCT- Possible transformations
the product might take in the future
Example of a Hotel
rest , sleep, safety, hygiene, comfort,
convenience, entertainment
Room, bed, bath-room, towel, desk,
soap, cupboard, drinking water, glass,
etc
Cable TV, restaurant, gym, indoor
sports, coffee shop, pub/disc, etc
WiFi, free pickup and drop to nearest
airport, travel desk, refrigerator, tea/
coffee-maker, conference rooms,
swimming pool, loyalty programs,etc
Offfering Laptop & Printer in the
room, gaming console, DVD library,
connection to online content portals
like Netflix, Amazon Prime, Charter
Plane service
 Product Levels
SN Product Level Example of a mobile handset
1 CORE BENEFIT- Which intangible benefit is the “something that enables
customer really buying? communication – anywhere
anytime i.e mobile
communication”
2 BASIC PRODUCT- The core benefit translates into a Mobile phone with screen,
tangible basic product key pad, easy functionality,
media player, charger, case,
etc
3 EXPECTED PRODUCT- Set of attributes and conditions Camera, Bluetooth, large
buyers normally expect memory, GPRS, Qwerty key
pad
4 AUGMENTED PRODUCT- Exceed customer Pushmail, Facebook, & Twitter
expectations access, document
management software,3G
enabled
5 POTENTIAL PRODUCT- Possible augmentations and Enabled with seamless
transformations the product might take in the future payment technology for smart
shopping, enabled for remote
appliances management, etc