This document discusses Philip Kotler's five levels of a product: 1. The core benefit or fundamental level which is the basic purpose of the product. 2. The basic product level which measures the product's qualities. 3. The expected product level which includes all aspects consumers expect. 4. The augmented product level which exceeds expectations through brand identity and image. 5. The potential product level which considers future augmentations and transformations.

2. Kothya Kaushik-56
Patel Isha - 57 Ramani Jaydeep -59
Kanani Sanket - 58 Dhameliya Archita-60
Siyani hardik -61

3. PRODUCT
“In marketing, a product is anything that
can be offered to a market that might
satisfy a want or need.”

4. In manufacturing, products are purchased as raw
materials and sold as finished goods.
In retail, products are called merchandise.
Anything that possesses utility is described as goods.
Ex.
The morning
news paper is
product.

5. PRICE
“price is the exchange value of
goods or services in terms of
money.”

6. Price is the value that is put to
a product or service.
Price is the sum of all the values
that customers give up to gain the
benefits of having
or using a product
or service.

7. PROMOTION
“The co-ordination of all seller
initiated offers to set up channels of
information and persuasion to facilitate the
sale of goods or services or the acceptance
of an idea.”

8. Promotion is generating
positive information about
your product or service and
generating a positive image.
Promotion is to make
people aware about the
product price , benefits ,
uses, features &offers.

9. PLACE
“place refers to channels of
distribution, or the path through
which goods are moved from the
manufacturer to the consumer.”
goods often move through one or several
intermediaries along this path.
Eg., wholesaler , retailer , importer , agent , etc…

10. The right product at the right price available in
the right place to be bought
by customers.
If, for example, you own
a small retail store or offer
a service to your local
community, then you are at
the end of the distribution
chain, and so you will be
supplying directly to the
customer.

11. IMC:
INTEGRATED MARKETING
COMMUNICATION
“according to AMA IMC is a concept of marketing
communication planning that recognizes the added value
of a comprehensive plan. Such plan evaluator the
striates goals of a verity of communication discipline and
combines this discipline to provide clarity, consistency
and maximum impact through the seamless integration
of messages.”

13. DISCOUNT :-
CASH DISCOUNT
QUANTITY DISCOUNTS
FUNCTIONAL DISCOUNT
SEASONAL DISCOUNT
ALLOWANCE :-
DISCOUNT & ALLOWANCE

14. CASH DISCOUNT :
A price reduction to buyers who pay bills promptly. a
typical examples 3/15 net 30 which means the full (net) amount is due in 30
days, but a 3% discount is available if paid within 15 days.
QUANTITY DISCOUNTS :
A price reduction to those who Buy larger volumes. This in turn
can help the seller to reduce their own production costs, which can help
reduce prices for the buyers.
Examples of quantity discounts
include
“buy five for the price of four” and
“buy one get one free” deals.

15. FUNCTIONAL DISCOUNT:
A functional (trade) discount is the amount
by which a manufacturer reduces the retail price of a product when it
sells to a reseller, rather than to the end customer.manufactures must
offer the same functional discounts within each channel.

16. ALLOWANCE :-
An extra payment designed to gain reseller
participation in special programs. Trade-in allowances are
granted for turning in an old item when buying a new one.
Promotional allowances reward dealers for participating in
advertising and sales support programs.
SEASONAL DISCOUNT
A price reduction to those who buy merchandise
or services out of season.
Hotels, buses , and air lines
offer seasonal discounts in
slow selling periods.

17. PRODUCT LEVEL
A product meets the needs of a consumer and in
addition to a tangible value this product also has an
abstract value. For this reason Philip Kotler states that
there are five product levels that can be identified and
developed.
In order to shape this abstract value, Philip
Kotler uses five product levels in which a product is
located or seen from the perception of the consumer.

18. These five product levels indicate
the value that consumers attach to a
product. The customer will only be
satisfied when the specified value is
identical or higher than the expected
value.

19. The fundamental level is the core benefit:-
This is the basic product and the focus is on the purpose
for which the product is intended. For example, a warm coat
will protect you from the cold and the rain.
At the second level, turn the core benefit into a
basic product.
In this level measuring the qualities of the product.
For a warm coat this is about fit, material, rain repellent
ability, high-quality fasteners, etc..
At the third level, expected product,
This is about all aspects the consumer expects to get when
they purchase a product. That coat should be really warm and
protect from the weather and the wind and be comfortable when
riding a bicycle.

20. At the fourth level, augmented product that exceeds
customer level expectations .
This refers to all additional factors which sets the product
apart from that of the competition. And this particularly involves
brand identity and image. Is that warm coat in style, its color
trendy and made by a well-known fashion brand? But also
factors like service, warranty and good value for money play a
major role in this.
At the fifth level potential product,
This is about augmentations and transformations that the
product may undergo in the future. For example, a warm coat that
is made of a fabric that is as thin as paper and therefore light as a
feather that allows rain to automatically slide down.

21. At the fourth level, augmented product that exceeds
customer level expectations .
This refers to all additional factors which sets the product
apart from that of the competition. And this particularly involves
brand identity and image. Is that warm coat in style, its color
trendy and made by a well-known fashion brand? But also
factors like service, warranty and good value for money play a
major role in this.
At the fifth level potential product,
This is about augmentations and transformations that the
product may undergo in the future. For example, a warm coat that
is made of a fabric that is as thin as paper and therefore light as a
feather that allows rain to automatically slide down.

22. At the fourth level, augmented product that exceeds
customer level expectations .
This refers to all additional factors which sets the product
apart from that of the competition. And this particularly involves
brand identity and image. Is that warm coat in style, its color
trendy and made by a well-known fashion brand? But also
factors like service, warranty and good value for money play a
major role in this.
At the fifth level potential product,
This is about augmentations and transformations that the
product may undergo in the future. For example, a warm coat that
is made of a fabric that is as thin as paper and therefore light as a
feather that allows rain to automatically slide down.

23. THANK YOU