A product can be divided into a series of different features
and benefits which helps in its segmentation targeting and
positioning. Thus levels of the products are the ones which help to define the
product in a better manner. These levels are
- Core Benefit
- Basic Product
- Expected product
- Potential product
Core benefit – the inner need that
urges the consumers to buy something, no matter if it is a product or a
service. The main aim of consumers is to satisfy this inner urge.
Basic product – the basic product
that might satisfy the inner needs of the consumer. On this stage the product
only contains those values that are totally necessary for it to function.
Expected product – the properties that
the product has and that are absolutely necessary for the consumer to think
about buying the product.
Potential product – it is the final
product that is available on the market and that the consumers can buy. This
includes all the additional values and augmentations that the company finally
included in the product to differentiate it from the competitors’ products.