Levels of Product and Services

As shown in the given fig each product item offered to customers may be viewed on three levels. So product planners require to think about products and services on three levels:

1). The core product is the core, problem solving reimbursement that consumers are actually buying when they get a product or service. It answers the question what is the buyer actually buying?

2).  The actual product can have as many as five characteristics that combine to deliver core product benefits. They are following:

a).  Features

b). Quality level.

c). Brand name.

d). Design.

e). Packaging.

3).The augmented product includes any extra consumer services and benefits built around the core and real products. So, a product is more than easy set of tangible features.

Consumers tend to see products like complicated bundles of benefits that convince their needs. When developing products, marketers have to :

1). recognize the core consumer needs that the product shall satisfy. 

2). Design the real product and finally 

3). search ways to augment the product to create the bundle of benefits that will maximum satisfy consumer's desires for an experience.

For instance, a Sony camcorder is real product. Its, parts, name , features, styling, packaging, and other attributes have all been joint carefully to deliver the core benefit-a suitable, high-quality way to capture significant moments. Sony has to offer more than only a camcorder. It has to provide consumers along a complete solution to their picture-taking problems. Therefore, when consumers buy a Sony camcorder, Sony and also its dealers might give buyers a warranty on parts and workmanship, directions on how to use the camcorder, rapid repair services when essential, and a toll-free telephone number to call if they have problems or questions (augmented level).

 So, a product is more than easy set of tangible features. Consumers tend to see products like complex bundles of benefits that convince their needs. When developing products, marketers first has to identify the core consumer needs the product shall satisfy. They have to then design the real product and discover ways to augment it to create the bundle of benefits that shall best satisfy consumers.