Philip Kotler defined five levels of a product: 1) the core benefit, or fundamental need satisfied by the product; 2) the generic product, which delivers the core benefit; 3) the expected product containing additional features; 4) the augmented product with extra services; and 5) the potential product with future additions. These levels help companies understand customer perceptions of a product's value at different stages.

1. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
Core benefit of the product
Generic product
Expected product
Augmented product
Potential product
Example Text
Philip Kotler defined five levels to a product. These are described in the following slides.
The customers choose a product based on their perceived value of it. Satisfaction is therefore the degree to which the use of a product matches the perceived
value the customer had when it was purchased. The customer is satisfied only if the actual value is the same or exceeds the perceived value.
1I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

2. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
1
Core benefit of the product
•
•
•
•
1
Example text
Fill in your own text
This is an example text
Fill in your own text
Core benefit of the product
This is the fundamental need or want the consumers satisfy by purchasing the product or service.
2I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

3. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
1
2
2
1
Core benefit of the product
•Example text
•Fill in your own text
• Example text
Generic product
• •This is an example text
Fill in your own text
•Fill in your own text
• This is an exampletext
• Fill in your own text
Example text
• Fill in your own text
• This is an example text
• Fill in your own text
Generic product
Core benefit of the product
This is the fundamental need or want the consumers satisfy by purchasing the product or service.
3I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

4. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
2
3
2
3
Generic product
Expected product
• Example text
• Fill in your own text
• Example text
• This is an example text
• Fill in your own text
• Fill in your own text
• This is an example text
• Fill in your own text
Expected product
Generic product
This is the fundamental need or want the consumers satisfy by purchasing the product or service.
4I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

5. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
3
Expected product
4 • Example textProduct
Augment
•
•
•
•
•
Fill in your own text
This is antext
Example example text
Fill in your own text
Fill in your own text
• This is an example text
• Fill in your own text
4
3
Expected product
Augment Product
This is the fundamental need or want the consumers satisfy by purchasing the product or service.
5I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

6. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
4
•
•
•
•
Example text
Fill in your own text
This is an example text
Fill in your own text
Augment Product
5 • Example textproduct
Potential
• Fill in your own text
• This is an example text
• Fill in your own text
4
5
Augment product
Potential Product
This is the fundamental need or want the consumers satisfy by purchasing the product or service.
6I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philip-Kotlers-Five-Product-Levels-Animated

7. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
1
Core benefit of the product
•
•
•
•
2
Example text
Fill in your own text
This is an example text
Fill in your own text
4
•
•
•
•
Generic product
•
•
•
•
3
Example text
Fill in your own text
This is an example text
Fill in your own text
Expected product
•
•
•
•
Augmented product
5
Example text
Fill in your own text
This is an example text
Fill in your own text
Potential product
•
•
•
•
Example text
Fill in your own text
This is an example text
Fill in your own text
Example text
Fill in your own text
This is an example text
Fill in your own text
7I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated

8. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
Core benefit of
the product
1
2
Generic product
3
Expected product
Augmented
product
4
5
Potential product
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Fill in your own
•
Example text
•
Example text
•
Example text
•
Example text
•
Example text
8I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philip-Kotlers-Five-Product-Levels-Animated

9. PHILIP KOTLER'S FIVE PRODUCT LEVELS
Replace this text
•
Example text
•
Fill in your own
•
Example text
Expected
product
•
•
Example text
•
Fill in your own
•
Example text
Fill in your own
•
•
Example text
Example text
Core
benefit of
the product
•
Generic
product
Augmented
product
Example text
•
Fill in your own
•
Example text
Potential
product
•
Example text
•
Fill in your own
•
Example text
9I
COMPANY NAME
PRESENTER NAME
Download the slides at www.slideshop.com/PowerPoint-Philp-Kotlers-Five-Product-Levels-Animated