1. Products
levels
Consumer
Goods
Classification
Product Mix
Brand Name
Decision
Brand
Strategy
Decision
Presentation on:

2. Core benefit
Basic
product
Expected
product
Augmented
product
Potential
product
Five Product Levels

3. Core benefits
c
Benefits and satisfaction

4. Basic product
Turn basic benefit into basic product

5. d
Expected
product
Attributes and condition buyer normally buy

6. d
Augmented
product
Exceeds customers expectation

7. z
Potential
product
Encompasses all the possible augmentations

8.  Core Benefits - Communication
 Basic product - Features & design- small size, sliding, flip open, touch etc
Quality level- Excellent quality
Brand name- Samsung, Iphone, HTC, etc
 Expected product- Looks good, light weight, easy to operate, long life battery
 Augmented product- FM radio, MP3 player, camera, voice recorder. Wi-Fi
 Potential product - Internet, e-mail, TV channels, GPS

9. Consumer Goods Classification
• Buy frequently and immediately.(pen, noodles, cigarette, tea etc.)
Convenience Goods
• Buy less frequently.(clothes, shoes, mobile, electronics etc.)
Shopping Goods
• Special purchase efforts.(car, motorbike, Rolex watch, gold , land and
building etc.)
Specialty Goods
• New innovations.(gift items, decorative items etc.)
Unsought Goods

10. Product Mix
Width Length Depth Consistency

11. Length WidthOral Care Shampoo Detergent

12. Depth-(3*2=6)
1kilo gram
500 gram
100 gram

13. Consistency

14. Brand name
decisions
Individual names
Blanket family names
Separate family names for
all products
Corporate name combined
with individual product
names

16. Line Extensions
Brand Extensions
Multi Brands
New Brands
Co-branding
Brand Strategy
Decision

17. Existing New
ExistingNew
Line Extensions Brand Extensions
Multi Brands New Brands

18. Line Extensions
Colors
Sizes
Flavors

19. Brand Extensions

20. Multi Brands

21. New Brands

22. Co-branding

23. Thank You