Kotler’s Five Product Levels Model Template

Kotler changed the way marketing was viewed by contending that it was not a singular
department, separated from all the others, but that marketing as an activity was an
organization-wide responsibility. He asserts that the definition of a product goes far beyond
being a physical object or a service.
• Potential Product - All augmentations and improvements the product might experience in the future.
• Augmented Product – Any product variations or extra features that might help differentiate the product from its competitors
• Expected Product - Additional features that the customer might expect.
• Generic Product - A basic version of the product made up of only those features necessary for it to function.
• Core Benefit - Basic need or want that the customer satisfies when they buy the product.

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 Kotler’s Five Product Levels Model Template
1 Core Benefit
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Core Benefit •
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2 Generic Product
Generic Product •
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3 Expected Product
Expected Product
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Augmented Product 4 Augmented Product

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5 Potential Product
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Potential Product •
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