SlideShare a Scribd company logo
PRODUCT
physical goods
Services
Experience
Events
Persons
places
Properties
Organizations
Information
Ideas
Products that are marketed include
• 5 Basic levels
• Each level adds more customer value
• At this level, the core benefit is turned into a basic
product
• Basic step in designing products
• Unbranded, plainly packaged, expensive
• Expected/Formal/Tangible product
• Represents basic requirements, a customer finds essential to
buy a product
• Attributes & conditions required by the customers
• Identified build into products
• Includes brand,name,features,design,packaging and quality
level,styling,attributes,instructions manual
• As interfirm rivalry intensifies, differentiation on basis of
formal product ceases (ceiling fans)
• Marketer searches for a possible differentiation
e.g. Sony camcorder ( name, parts, styling, features,
packaging – deliver core benefit- convenient, high quality way to
capture important moments)
• Marketer prepares an augmented product that
exceeds customer expectations.
• Intangible component of the product along
with formal & core components
• Product built by adding consumer services &
benefits
• Product augmentation leads the marketer to look at the
user’s total consumption system.
• Attributes extended beyond customer expectations,
includes
1. After sales services
2. Delivery points & systems
3. Installation ( bulky products)
4. Customer education & training
5. Customer complaint management
6. Payment options (high end products)
7. Replacement/return policy
8. Guarantees/ warranties
9. Toll free number, etc.
• These are added intangibles looked for when technology
fails to differentiate
• Future competition will be in the “Augmented
Products”
• Service component is expanded that enhances the
product value
• No fixed range of services, based on customer needs
• Some may not be able to use extra services
• Augmented product is a condition of mkt maturity/of
relatively experienced/ sophisticated customers
• Potential/Future product
 Includes all possible improvements under given
technological, economical, competitive conditions
 Helps to attract & retain customers
 These offerings differ from 1 market to another
because of varying competitive conditions
 Driving force- to retain competitive advantage.
1. Consumer Products
Convenience products
Shopping Product
Specialty Product
Unsought Product
Industrial Products
2. Industrial Products
Materials & parts
Capital items
Supplies and Services
Consumer Products:
• Bought by final consumers for personal consumption
• Categorized as…
Convenience products
• Bought frequently, immediately with minimum
comparison and buying effort.
• Are low priced
• Available in many locations
e.g. Soap, candy, newspapers, fast food
Shopping Product
• Characteristically compared on the basis of suitability,
quality, price and style while selection and purchase.
• Distributed through fewer outlets
• e.g. Furniture, clothing, used cars, major appliances,
hotel and airline services.
Specialty Product
• Has unique characteristics or brand identification for
which a significant group of buyer is willing to make
a special purchase effort
• People travel even long distances to buy them
(Lamborghini)
• No comparison is involved in buying.
• e.g. Specific brands, types of cars, high priced
photographic equipment's, designer clothes, services
of medical/ legal specialists
Unsought Product
• Consumer either does not know about/ knows about but
does not normally think of buying it.
• Require a lot of advertising, personal selling and
marketing efforts.
e.g. Life insurance, pre planned funeral services and
blood donations
2. Industrial Products:
• Distinguished from consumer products on the basis of
usage
e.g. A lawn mower.
Materials & parts
i. Raw materials & parts:
Farm products, (wheat, cotton, livestock, fruits, vegetables)
Natural products (fish, lumber, crude oils, iron ore)
ii. Manufactured materials & parts:
Component materials (iron yarn, cement, wires)
Component parts ( small motors, tires, castings)
Capital items
Aid in buyer’s production or operations
i. Installations:
Major purchases (factories, offices)
fixed equipment ( generators, elevators, computer systems)
ii. Accessory equipment's:
Portable factory equipment's and tools (hand tools, lift trucks)
Office equipment's ( computers, fax machines, desks)
Supplies and Services:
Are convenience products
i. Supplies
Operating supplies (Lubricants, coal, paper, pencil)
Repair and maintenance (paint, nails, brooms)
ii. Services
Maintenance and repair services (window clearing, computer repair)
Business advisory services (legal, management, consulting, advertising)
What Is Product

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What Is Product

  • 1.
  • 4. • 5 Basic levels • Each level adds more customer value
  • 5.
  • 6. • At this level, the core benefit is turned into a basic product • Basic step in designing products • Unbranded, plainly packaged, expensive
  • 7. • Expected/Formal/Tangible product • Represents basic requirements, a customer finds essential to buy a product • Attributes & conditions required by the customers • Identified build into products • Includes brand,name,features,design,packaging and quality level,styling,attributes,instructions manual • As interfirm rivalry intensifies, differentiation on basis of formal product ceases (ceiling fans) • Marketer searches for a possible differentiation e.g. Sony camcorder ( name, parts, styling, features, packaging – deliver core benefit- convenient, high quality way to capture important moments)
  • 8. • Marketer prepares an augmented product that exceeds customer expectations. • Intangible component of the product along with formal & core components • Product built by adding consumer services & benefits
  • 9. • Product augmentation leads the marketer to look at the user’s total consumption system. • Attributes extended beyond customer expectations, includes 1. After sales services 2. Delivery points & systems 3. Installation ( bulky products) 4. Customer education & training 5. Customer complaint management 6. Payment options (high end products) 7. Replacement/return policy 8. Guarantees/ warranties 9. Toll free number, etc.
  • 10. • These are added intangibles looked for when technology fails to differentiate • Future competition will be in the “Augmented Products” • Service component is expanded that enhances the product value • No fixed range of services, based on customer needs • Some may not be able to use extra services • Augmented product is a condition of mkt maturity/of relatively experienced/ sophisticated customers
  • 11. • Potential/Future product  Includes all possible improvements under given technological, economical, competitive conditions  Helps to attract & retain customers  These offerings differ from 1 market to another because of varying competitive conditions  Driving force- to retain competitive advantage.
  • 12. 1. Consumer Products Convenience products Shopping Product Specialty Product Unsought Product Industrial Products 2. Industrial Products Materials & parts Capital items Supplies and Services
  • 13. Consumer Products: • Bought by final consumers for personal consumption • Categorized as…
  • 14. Convenience products • Bought frequently, immediately with minimum comparison and buying effort. • Are low priced • Available in many locations e.g. Soap, candy, newspapers, fast food
  • 15. Shopping Product • Characteristically compared on the basis of suitability, quality, price and style while selection and purchase. • Distributed through fewer outlets • e.g. Furniture, clothing, used cars, major appliances, hotel and airline services.
  • 16. Specialty Product • Has unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort • People travel even long distances to buy them (Lamborghini) • No comparison is involved in buying. • e.g. Specific brands, types of cars, high priced photographic equipment's, designer clothes, services of medical/ legal specialists
  • 17. Unsought Product • Consumer either does not know about/ knows about but does not normally think of buying it. • Require a lot of advertising, personal selling and marketing efforts. e.g. Life insurance, pre planned funeral services and blood donations
  • 18. 2. Industrial Products: • Distinguished from consumer products on the basis of usage e.g. A lawn mower.
  • 19. Materials & parts i. Raw materials & parts: Farm products, (wheat, cotton, livestock, fruits, vegetables) Natural products (fish, lumber, crude oils, iron ore) ii. Manufactured materials & parts: Component materials (iron yarn, cement, wires) Component parts ( small motors, tires, castings)
  • 20. Capital items Aid in buyer’s production or operations i. Installations: Major purchases (factories, offices) fixed equipment ( generators, elevators, computer systems) ii. Accessory equipment's: Portable factory equipment's and tools (hand tools, lift trucks) Office equipment's ( computers, fax machines, desks)
  • 21. Supplies and Services: Are convenience products i. Supplies Operating supplies (Lubricants, coal, paper, pencil) Repair and maintenance (paint, nails, brooms) ii. Services Maintenance and repair services (window clearing, computer repair) Business advisory services (legal, management, consulting, advertising)