Levels of a Product Core benefit >What the consumer is really buying Actual product >Includes the brand name, features, design, packaging, quality level ° Augmented product Additional services and benefits such as delivery and credit, instructions, installation, warranty, service O Copy rights reserved, Zou Deqiang
6 6 © Copy rights reserved, Zou Deqiang Levels of a Product • Core benefit ¾What the consumer is really buying. • Actual product ¾Includes the brand name, features, design, packaging, quality level. • Augmented product ¾Additional services and benefits such as delivery and credit, instructions, installation, warranty, service
Three Levels of product Augmented product Delivery Actual product and ale credit/Brand Features servce name Core benefit level Packaging Installation Warranty China Merchant Bank Yu Run Food Virgin 7 O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang Three Levels of Product • China Merchant Bank • Yu Run Food • Virgin
Convenience Products Purchased frequently and immediately Low priced Mass advertising Many purchase locations EXamples: candy, soda, newspapers 8 O Copy rights reserved, Zou Deqiang
8 8 © Copy rights reserved, Zou Deqiang Convenience Products • Purchased frequently and immediately • Low priced • Mass advertising • Many purchase locations ¾Examples: candy, soda, newspapers
Shopping products Bought less frequently Higher price Fewer purchase locations Comparison shop > EXamples: furniture, clothing, cars, appliances 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang Shopping Products • Bought less frequently • Higher price • Fewer purchase locations • Comparison shop ¾Examples: furniture, clothing, cars, appliances
Specialty Products Special purchase efforts High price Unique characteristics Brand identification Few purchase locations Example: Lamborghini, Rolex Watch O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang Specialty Products • Special purchase efforts • High price • Unique characteristics • Brand identification • Few purchase locations ¾Example: Lamborghini, Rolex Watch