The document provides examples of analyzing different products using the five levels of a product framework: core benefit, basic product, expected product, augmented product, and potential product. It analyzes the following products using this framework: iPhone, Honda Civic, Rolex watch, pizza, chocolate, Nike shoes, Dell laptop, Orient air conditioners, shirt, and dry fruits. For each product, it describes the core benefit and then discusses the key elements that define each of the four additional product levels.

1. Assignment 3
Subject: Marketing Management
Submitted By: Zikriya
Class ID: CU-3340-2022
Submitted To: Dr Muhammad Aleem
Class Code: BBA-2022A
Semester: 2nd
CECOS UNIVERSITY
Department Of Management Science

2. The Five Level Of Products
I Phone
Core Benefit:
The core benefit of an iPhone is communication and connectivity. It allows users to make phone
calls, send messages, access the internet, and stay connected with others.
Basic Product:
The generic product level of an iPhone includes its basic features and functions. This includes
hardware components such as the display, processor, memory, camera, and software features like
the operating system and pre-installed applications.
Expected Product:
The expected product level refers to the attributes and qualities that customers expect from an
iPhone. These may include a sleek design, a user-friendly interface, reliable performance, regular
software updates, good battery life, and a high-quality camera.
Augmented Product:
The augmented product level encompasses additional features and services that enhance the
iPhone's value and differentiate it from competitors. This may include features like Sire (voice
assistant), Face ID (facial recognition), iCloud (cloud storage), Apple Pay (mobile payment),
App Store (access to a wide range of applications), and other exclusive Apple services.
Potential Product:
The potential product level represents future innovations, advancements, and possibilities for the
iPhone. This includes anticipated developments such as improved processing power, enhanced
camera capabilities, extended battery life, new connectivity options (e.g., 5G), augmented reality
(AR) or virtual reality (VR) integration, and any other future upgrades that Apple may introduce.

3. Honda Civic
Core Benefit:
The core benefit of a Honda Civic is personal transportation. It provides individuals and families
with a reliable means of getting from one place to another conveniently and efficiently.
Basic Product:
The generic product level of a Honda Civic includes its basic features and functions. This
includes components such as the body structure, engine, transmission, suspension, steering,
braking system, and interior features like seating, climate control, and audio system.
Expected Product:
The expected product level encompasses the attributes and qualities that customers typically
expect from a Honda Civic. These may include fuel efficiency, comfortable seating, a smooth
and responsive ride, reliable performance, safety features such as airbags and stability control,
and a reputation for durability and longevity.
Augmented Product:
The augmented product level of a Honda Civic includes additional features and services that
enhance its value and differentiate it from competitors. This may include features like advanced
driver-assistance systems (ADAS), touchscreen infotainment systems, smartphone integration,
Bluetooth connectivity, navigation systems, upgraded audio options, and other convenience
features.
Potential Product:
The potential product level represents future possibilities and innovations for the Honda Civic.
This could include anticipated advancements such as hybrid or electric powertrain options,
further improvements in fuel efficiency, autonomous driving capabilities, enhanced safety
features, integration of advanced connectivity options, and other technological advancements
that Honda may introduce in future models.
Rolex

4. Core Benefit:
The core benefit of a Rolex watch is its ability to accurately tell time and provide a sense of
luxury and prestige. It represents a symbol of status, craftsmanship, and timeless elegance.
Basic Product:
The generic product level of a Rolex watch includes its basic features and functions. This
includes components such as the watch case, dial, hands, movement, crown, and bracelet. Rolex
watches are known for their high-quality materials, precise mechanical movements, and attention
to detail in their construction.
Expected Product:
The expected product level encompasses the attributes and qualities that customers expect from a
Rolex watch. These may include impeccable accuracy and reliability, water resistance, a scratch-
resistant sapphire crystal, a signature cyclops lens for date display, luminescent markers for
visibility in the dark, and a distinctive Rolex design and logo.
Augmented Product:
The augmented product level includes additional features and services that enhance the value
and exclusivity of a Rolex watch. This may include features like chronograph functionality (on
certain models), a rotating bezel for specific purposes (such as diving or tracking time in multiple
time zones), a day-date complication, special edition models, limited production runs,
personalized engravings, and the renowned Rolex warranty and after-sales service.
Potential Product: The potential product level represents future innovations and
advancements that Rolex may introduce in their watches. While Rolex is known for maintaining
a classic aesthetic, potential developments could include the integration of new materials or
technologies for increased durability, enhanced precision through improved movements,
innovative bracelet designs, updated dial options, or the incorporation of smart watch
functionalities while maintaining the brand's core values.
Pizza
Core Benefit:
The core benefit of pizza is satisfying hunger and providing a delicious and convenient meal
option. It offers a combination of flavors and ingredients that people enjoy, making it a popular
choice for meals and gatherings.

5. Basic Product:
The generic product level of pizza includes its basic components and characteristics. This
includes a circular or rectangular dough base, typically made from wheat flour, topped with
tomato sauce and cheese. Pizza can be customized with various toppings such as vegetables,
meats, herbs, and spices.
Expected Product:
The expected product level encompasses the attributes and qualities that customers expect from a
pizza. These may include a well-baked crust that is crispy on the outside and chewy on the
inside, a flavorful tomato sauce, a generous amount of cheese that melts nicely, and fresh and
high-quality toppings. Additionally, customers expect the pizza to be delivered or served hot and
ready to eat.
Augmented Product:
The augmented product level includes additional features and services that enhance the value and
experience of the pizza. This may include options for different crust styles (thin, thick, stuffed,
gluten-free), a variety of sauce options (marinara, BBQ, pesto), a selection of premium and
exotic toppings, the availability of side dishes like salads or breadsticks, dipping sauces,
convenient delivery or online ordering, and a pleasant dining environment.
Potential Product:
The potential product level represents future innovations and possibilities for pizza. While pizza
has a long history, there are ongoing developments and trends in the industry. These may include
the introduction of new and unique toppings or combinations, healthier ingredient options,
advancements in pizza preparation techniques, sustainable sourcing practices, specialized dietary
options (vegan, vegetarian, gluten-free), and incorporating technological advancements such as
robotic pizza making or personalized pizza customization.
Chocolate
Core Benefit:
The core benefit of chocolate is indulgence and enjoyment. It provides a pleasurable sensory
experience and satisfies cravings for sweetness and richness.

6. Basic Product:
The generic product level of chocolate includes its basic components and characteristics. This
includes cocoa beans that are processed and combined with sugar and cocoa butter to create a
smooth and creamy texture. It can be further enhanced with various ingredients such as nuts,
fruits, caramel, or spices.
Expected Product:
The expected product level encompasses the attributes and qualities that customers typically
expect from chocolate. These may include a rich and smooth taste, a balance between sweetness
and bitterness, high-quality ingredients, and different variations such as dark chocolate, milk
chocolate, or white chocolate. Customers also expect the chocolate to be well-packaged and
visually appealing.
Augmented Product:
The augmented product level includes additional features and services that enhance the value
and experience of chocolate. This may include factors such as organic or fair-trade certifications,
single-origin chocolates that highlight specific regions or cocoa bean varieties, artisanal or
handcrafted chocolates, unique flavor combinations or limited-edition releases, attractive
packaging and gift options, and personalized customization options for special occasions.
Potential Product:
The potential product level represents future innovations and possibilities for chocolate. This
could include advancements in production techniques to enhance the taste and texture, the use of
alternative sweeteners or healthier ingredient options, incorporating sustainable and
environmentally friendly practices throughout the supply chain, introducing novel flavors and
exotic ingredients, integrating technology for interactive chocolate experiences, or exploring the
intersection of chocolate with other industries such as beauty or health.
Nike Shoes
Core Benefit:
The core benefit of Nike shoes is providing comfort, protection, and support for feet during
various activities. They help individuals perform their best while offering functionality and foot
care.
Basic Product:

7. The generic product level of Nike shoes includes their basic features and characteristics. This
includes elements such as a well-constructed upper (the material covering the foot), a cushioned
midsole for shock absorption, a durable outsole for traction, and laces or fastening mechanisms
for securing the shoe.
Expected Product:
The expected product level encompasses the attributes and qualities that customers commonly
expect from Nike shoes. These may include a combination of style and performance, high-
quality materials that ensure durability, a comfortable fit, good arch support, breathability, and
reliable traction. Customers also expect a range of sizes and width options to cater to different
foot shapes.
Augmented Product:
The augmented product level includes additional features and services that enhance the value
and experience of Nike shoes. This may include technologies and innovations specific to Nike,
such as Nike Air cushioning for enhanced comfort and impact protection, Fly knit or engineered
mesh uppers for lightweight and breathable designs, specialized traction patterns for different
sports or terrains, customizable options for color or design, and collaborations with athletes or
designers that result in limited-edition or exclusive releases.
Potential Product:
The potential product level represents future innovations and possibilities for Nike shoes. This
could include advancements in materials and manufacturing techniques, integration of smart
technology such as fitness tracking or gait analysis sensors, customizable and personalized
footwear options, sustainability initiatives focused on eco-friendly materials and production
processes, and the incorporation of emerging trends like 3D printing or adaptive fit technologies.
Dell Laptop
Core Benefit:
The core benefit of a Dell laptop is providing users with portable computing power and enabling
them to perform a wide range of tasks and activities. It allows individuals to work, study, create,
and connect with others from anywhere.

8. Basic Product:
The generic product level of a Dell laptop includes its basic features and components. This
includes elements such as a display screen, keyboard, trackpad or mouse, processor, memory,
storage, ports for connectivity, and an operating system.
Expected Product:
The expected product level encompasses the attributes and qualities that customers typically
expect from a Dell laptop. These may include a reliable and efficient performance, a durable and
well-built chassis, a clear and vibrant display, a comfortable and responsive keyboard, ample
storage capacity, connectivity options (Wi-Fi, Bluetooth, USB ports), and a battery that offers
reasonable runtime.
Augmented Product:
The augmented product level includes additional features and services that enhance the value and
experience of Dell laptops. This may include factors such as high-resolution displays (e.g.,
touchscreens or OLED), advanced graphics capabilities for gaming or multimedia tasks,
enhanced security features (fingerprint reader or facial recognition), improved audio quality,
backlit keyboards, software optimizations for specific tasks or industries, warranty coverage, and
customer support options.
Potential Product:
The potential product level represents future innovations and possibilities for Dell laptops. This
could include advancements such as faster and more power-efficient processors, increased
battery life, improved cooling systems, lighter and more compact designs, integration of
emerging technologies (e.g., 5G connectivity, augmented reality), enhanced environmental
sustainability practices, customizable aesthetics, and expanded software and ecosystem
integration.
Orient Air
Core Benefit:
The core benefit of Orient air conditioners is to provide a comfortable indoor environment by
regulating the temperature and creating a cool and pleasant atmosphere. They help individuals

9. and organizations maintain a suitable climate during hot weather or in spaces without built-in
cooling systems.
Basic Product:
The generic product level of Orient air conditioners includes their basic components and
features. This includes elements such as an indoor unit (evaporator), an outdoor unit (condenser),
a compressor, refrigerant circulation system, air filters, fan, control panel, and vents. Orient air
conditioners are designed to cool the air and maintain a desired temperature.
Expected Product:
The expected product level encompasses the attributes and qualities that customers typically
expect from Orient air conditioners. These may include efficient and reliable cooling
performance, energy efficiency to minimize power consumption, a range of cooling capacities to
suit different room sizes, adjustable temperature and fan speed settings, air filtration to improve
air quality, quiet operation, and easy-to-use controls and remote.
Augmented Product:
The augmented product level includes additional features and services that enhance the value
and experience of Orient air conditioners. This may include factors such as different AC models
and types (split, window, or portable units), advanced technologies for enhanced performance
and energy efficiency (such as inverter technology), intelligent features like auto-restart and
sleep mode, self-cleaning functions for improved hygiene, Wi-Fi connectivity for remote control
and monitoring, multi-directional airflow, warranty coverage, and after-sales support services.
Potential Product:
The potential product level represents future innovations and possibilities for Orient air
conditioners. This could include advancements such as improved energy efficiency and
sustainability, integration with smart home systems and voice assistants, enhanced air
purification and allergen removal capabilities, innovative designs and aesthetics, adaptive
climate control based on occupancy or environmental conditions, and compatibility with
renewable energy sources.
Shirt

10. Core Benefit:
The core benefit of a shirt is to provide clothing that covers the upper body, offering protection,
modesty, and comfort. It serves as a basic necessity in terms of clothing and allows individuals to
express their personal style.
Generic Product:
The generic product level of a shirt includes its basic features and characteristics. This includes
elements such as a fabric material, typically woven or knit, with sleeves and a collar (depending
on the type of shirt). It is designed to be worn over the torso and can have buttons, zippers, or
other fastening mechanisms.
Expected Product:
The expected product level encompasses the attributes and qualities that customers commonly
expect from a shirt. These may include a good fit that follows body contours, durability and
quality construction, suitable fabric choices for comfort and breathability (cotton, polyester,
linen), a variety of colors and patterns, and an appropriate range of sizes to accommodate
different body shapes.
Augmented Product:
The augmented product level includes additional features and services that enhance the value
and experience of a shirt. This may include factors such as stylish design elements (e.g.
embroidery, prints, or unique patterns), added functionality like pockets or convertible sleeves,
specific shirt styles (e.g., formal dress shirts, casual T-shirts, polo shirts), brand reputation or
designer labels, eco-friendly or sustainable materials and production practices, and customization
options (e.g., monogramming or personalized fit).
Potential Product:
The potential product level represents future innovations and possibilities for shirts. This could
include advancements such as smart textiles that monitor body temperature or provide UV
protection, incorporation of wearable technology (e.g., fitness tracking sensors), adjustable or
adaptive sizing for a perfect fit, integration of sustainable and recycled materials, innovative
closure mechanisms, and interactive elements (e.g., augmented reality elements on the shirt).
Dry Fruits
Core Benefit:

11. The core benefit of dry fruits is to provide a nutritious and convenient snack option that is
packed with essential vitamins, minerals, and fiber. They offer a concentrated source of energy
and contribute to a healthy and balanced diet.
Generic Product:
The generic product level of dry fruits includes their basic characteristics. Dry fruits are fruits
that have been dried through natural or artificial processes to remove their water content,
resulting in a longer shelf life. They can be preserved and consumed without the need for
refrigeration.
Expected Product:
The expected product level encompasses the attributes and qualities that customers typically
expect from dry fruits. These may include natural and high-quality ingredients, a variety of fruit
options (such as raisins, apricots, dates, figs, and prunes), a desirable texture (soft or chewy),
retention of the fruit's natural flavors and nutritional content, and proper packaging to maintain
freshness.
Augmented Product:
The augmented product level includes additional features and services that enhance the value and
experience of dry fruits. This may include factors such as organic or pesticide-free certifications,
specific varieties or origins of fruits, assortments or blends of different dry fruits, roasted or
flavored options, portion-controlled packaging, vacuum-sealed packaging for extended
freshness, informative labeling indicating nutritional information or health benefits, and
transparent sourcing and ethical practices.
Potential Product:
The potential product level represents future innovations and possibilities for dry fruits. This
could include advancements such as innovative packaging to extend shelf life further, enhanced
preservation techniques to retain more vitamins and minerals, new flavor combinations and
textures, functional dry fruit products (e.g., energy bars or trail mixes), sustainable and eco-
friendly packaging options, and increased availability of rare or exotic dry fruits.