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REMEMBER THIS: 5 PRODUCT LEVELS Jean Daisy C. de Guzman V60 Marketing Management Professor Bond De Ungria www.jeandeguzman.blogspot.com
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REMEMBER THIS:5 PRODUCT LEVELS
Jean Daisy C. de Guzman
V60 Marketing ManagementProfessor Bond De Ungria
www.jeandeguzman.blogspot.com
The Customer-Value Hierarchy:5 Product Levels
www.jeandeguzman.blogspot.com
Concept 2
I have named my blog “for the love of cupcakes” for a reason..
www.jeandeguzman.blogspot.com
I love sweet things, cupcakes
in particular, with a passion!
Allow me to take you to a journey of how my favorite things come to life…
www.jeandeguzman.blogspot.com
Desserts are passionately made for the SATISFACTION of diners…
www.jeandeguzman.blogspot.com
Similar to how desserts are made,
products undergo
5 levels of development
to ensure customer satisfaction
Level 1: Core Benefit
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-the fundamental need or want that consumers satisfy by consuming the product or service
-similarly, desserts also need a CORE ingredient
Level 2: Basic Product
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-a version of the product containing only those attributes or characteristics absolutely necessary for it to function
-before an apple can become a dessert, it will need BAKING
Level 3: Expected Product
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-the set of attributes or characteristics that buyers normally expect and agree to when they purchase a product
-after baking, what we can expect to see is an apple pie that looks and tastes pie EXCELLENT
Level 4: Augmented Product
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-inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors
-what can set our pie
apart is if we serve it ALA MODE
Level 5: Potential Product
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-all the augmentations and transformations a product might undergo in the future
-Why stop at a piewhen you can make a CUPCAKE?
The Customer-Value Hierarchy:5 Product Levels
www.jeandeguzman.blogspot.com
Concept 2
The Customer-Value Hierarchy is similar to a Cupcake’s Journey
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5 PRODUCT LEVELS CUPCAKE JOURNEY
Core Product Core Ingredient
Basic Product Baking
Expected Product Excellent Look & Taste
Augmented Product Ala Mode
Potential Product Apple Pie Ala Mode CUPCAKE
