Marketing Management Assignment

1. ASSIGNMENT NO : 03
SUBMITTED BY: AIFA QIYAS
SUBMITTED TO: DR MUHAMMAD ALEEM
ID: CU-3271-2022
SUBJECT: MARKETING MANAGEMENT

2. COCA-COLA
• Core product – at the core level, Coca-Cola drinks aim to quench a
consumer’s thirst.
• Generic product – drinks are either carbonated or non-carbonated and come
in various flavors, types, and packages.
• Expected product – in terms of value-adding, Coca-Cola sells some drinks
cold to entice consumers. Low or no-calorie drinks are another form of
expected product that has become increasingly prevalent in recent years. In
fact, these drinks are so commonplace that they may transition to a generic
product at some point.
• Augmented product – it could be argued that Coca-Cola sold in glass bottles
is an example of an augmented product in regions where plastic bottles are
the norm. The ‘Share A Coke’ campaign, which printed the most popular 150
names on bottles, was another initiative that differentiated the company’s
drinks in the market

3. • Potential product – due to significant brand equity and value, there is
little risk of Coca-Cola’s augmented products falling to lower levels of
the model. But this has not caused the company to become complacent.
In 2019, Coca-Cola launched a holiday theme promotion with its first-
ever large-scale augmented reality experience. Consumers could scan
Coke bottles and cans with a mobile app to view the immersive,
computer-generated world of the company’s polar bear mascot called
“arctic home”.

4. NIKE
• Core product – in terms of Nike footwear, the core product aims to make
all forms of physical exercise comfortable and safe for consumers.
• Generic product – Nike’s generic products are the range of footwear and
sports apparel it sells, including running shoes, sneakers, t-shirts, socks,
hats, backpacks, and balls.
• Expected product – where Nike starts to excel is in the expected product.
Nike is known for its superior quality, with its running shoes in particular
associated with flexibility, support, cushioning, protection, and reliability.
Nike’s swoosh logo, which is estimated to be worth $30 billion, is also a
significant value-adding feature.

5. • Augmented product – according to the company, 60% of its customers are
wearing the wrong shoe size. To solve this problem, Nike augments its
running shoes with Nike Fit, a feature that utilizes computer vision, data
science, and artificial intelligence to properly measure the shape of both
feet. Using this approach, the company claims it can measure accurate foot
size to within 2 millimeters, As more consumers shop for clothing and
apparel online and are wary of purchasing the wrong size, Nike Fit is one
augmented product that seems likely to provide a competitive advantage.
• Potential product – Nike By You is an initiative that allows consumers to
design and personalize their own Nike merchandise, whether that be
footwear or sportswear. This can be achieved online or in several studios
around the world. In 2017, rival brand Adidas launched its own
personalization service in an attempt to close the gap on Nike.

6. MINERAL WATER
• Core benefit –When you buy a bottle of packaged mineral water .The
benefit that the customer is buying is about quenching your thirst.
• Basic product –In terms of basic product the bottle of packaged mineral
water must be readily available , affordable , hygienic and pure for the
consumption of the consumer.
• Expected Product – A set of attributes and conditions buyers normally
expect when they purchase their product.

7. • Augmented product-Augmented product that exceeds customer satisfaction.
• The customer would expect the mineral water bottles to be packed in different
sizes
• Potential Product-Which encompasses all possible augmentations and
transformations of the product.
• Example introduction of Vedica mineral water which positioned in the market as
a premier product fit for the international market.

8. IPHONE
• Core product: The iPhone is more than a phone; it offers a wide selection
of communication options. In addition to traditional phone calls, you
can send and receive text messages and emails. The iPhone also comes
with Apple’s FaceTime software, which allows you to hold video calls
with other FaceTime users directly from your phone.
• Basic product: The basic product of an iPhone refers to the core features
and functions that the device offers to its users.
• Camera: iPhones are equipped with high-quality cameras that enable
users to capture photos and record videos. The camera features may
include image stabilization, advanced image processing, portrait mode,
and the ability to shoot in various lighting conditions.

9. • Augmented product of the iPhone
• The Apple iPhone is a great example of an augmented product. The core
offering from Apple is its iconic smartphone but it has added many
features to differentiate itself from other players in the market. This
includes features such as iCloud, Face ID, 3D Touch and so on which
makes the experience for customers unique.
• Expected product
• The 2023 iPhone 15 models are expected to feature USB-C instead of
Lightning, faster modem chips, upgraded camera technology, and more.

10. GUCCI
• Core benefits
• it is the satisfaction of owning and experiencing luxury fashion and
accessories. Gucci provides customers with high-end, prestigious, and
stylish products that enhance their personal style and status.
• Expected Product: The expected product represents the set of attributes
and features that customers expect when purchasing Gucci products.
This includes factors such as the iconic GG logo, distinctive design
elements, the use of premium materials, and the assurance of genuine
luxury and exclusivity. Customers expect Gucci products to be
fashionable, unique, and aligned with the brand’s aesthetic.

11. • Augmented product
• In July 2020, to promote their new sneaker collection, Gucci partnered with
Snapchat to launch their first global augmented reality shoe try-on
campaign on the platform. They created AR try-on lenses to let Snapchat
users see how Gucci sneakers look on their feet. Needless to say, the
collaboration was a huge success
• Potential Product: The potential product refers to the future innovations,
improvements, or expansions that can be made to Gucci’s offerings. This
level involves considering potential developments, such as exploring new
product categories, entering new markets, leveraging sustainable or ethical
practices in production, or utilizing emerging technologies to enhance the
customer experience

12. DOVE
• Core benefit we look at is: it cleans our skin. While the purchaser of a
cosmetic item buys beauty, the purchaser of a lottery ticket buys hope,
and so on. A core product’s benefits range from tangible to intangible.
• Basic Product HUL provided the market with an extravagant and
desirable beauty bar whose usage was a status symbol for a long time
after its launch.
EXPECTED PRODUCT When a lady thinks of buying a Soap, she wants it
to be very mild, and something which leaves your skin fresh and supple for
a long time during the day.

13. • AUGMENTED PRODUCT The identity of Dove is “mildness” and empowering women. The high
price and the positioning of the product were also a differentiating factor for Dove.
• Potential Product: Dove added a number of variants in its beauty bar segment, along with
expanding into shampoos, face wash and recently hair oil.

14. MCDONALDS
• Core benefit: it consist of
• Dining experience
• Brand share selling
• Actual Product
• It consist of Brand name: McDonald’s and food, drinks, desserts and
Franchise’s value share
• Augmented product
• It consist of Value Added product And fast customer services .
• It include features like drive through system and also contain mc Park.

15. • Expected product competitive advantages have included nutrition, convenience, affordability,
innovation, quality, hygiene, and value added services
• Potential product The potential product of McDonald’s refers to future possibilities and
potential developments that the company could introduce to enhance its offerings and meet
the evolving needs of customers. In simple words, it means the new and innovative ideas that
McDonald’s could explore to improve its products and services

16. OLIVE OIL
• Core Product: core product of olive oil is its nutritional value and
health benefits. Olive oil is known for its high content of
monounsaturated fats, antioxidants, and other beneficial properties that
promote heart health and overall well-being.
• BASIC PRODUCT This includes factors such as the oil’s source,
extraction method, purity, and packaging
• AUGMENTED PRODUCT This can include factors such as organic or
sustainable farming practices, certifications (e.g., PDO, PGI), specific
geographic origins (e.g., Italian, Spanish), premium packaging, or unique
flavors infused with herbs, spices, or citrus.

17. • Expected Product: The expected product encompasses the attributes and features that
customers anticipate and consider as normal or standard in the olive oil market.
• Potential Product: The potential product represents the future possibilities and potential
developments that could be introduced to enhance the olive oil product category.

18. STARBUCKS
• The core benefit that Starbucks offers is providing customers with an
opportunity to take a break from their busy lives in a relaxing
atmosphere. The tangible products that are offered include coffee and
tea beverages, whole bean and ground coffee, food items, and co.ffee-
related equipment.
• AUGMENTED PRODUCT As the brand itself states, “more than just
coffee”, Starbucks offers various augmented products, such as free WiFi
access, a relaxing atmosphere, great music, charging sockets, comfy
lounge furniture and so on.
• Basic product The basic product of Starbuck’s coffee is a cup of coffee.

19. • EXPECTED PRODUCT The expected product of Starbuck’s coffee is convenience, because
there are several locations. The expected product is consistency because the customer gets
exactly the same every time.

20. CONTENT MARKETING
• . The core product of content marketing is about delivering valuable
and engaging content that educates, entertains, or inspires the
audience.
• Basic product it represents the various formats and channels through
which the content is presented to the audience.
• Expected product The expected product of content marketing
encompasses the quality and relevance of the content. It includes factors
such as accurate information, well-researched content, engaging
storytelling, clear and concise communication, and consistency in
delivering valuable content over time

21. • The augmented product aims to provide unique and enhanced content experiences that go
beyond the expected.
• Potential product his level involves considering innovations such as emerging technologies (e.g.,
virtual reality, augmented reality), interactive and immersive content experiences, personalized
content delivery based on individual preferences or behaviors, leveraging user-generated content,
or leveraging artificial intelligence to optimize content creation and distribution.