The 5 Product Levels Model (Kotler)

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A Kahnesky, Analyst, Denmark
PRODUCT What is a Product really? It is anything that a firm offers to satisfy the needs or wants of the market. This could include physical goods, services, person, place, information, experiences, etc. Customers judge the product/service offering based on the quality, features, and price, and then choose a product based on the perceived value. PRODUCT DIFFERENTIATION Product differentiation plays a key role in strategically positioning the firm's product/service differently vis--vis the competitors's products, and helps in transitioning the product from the customer's consideration set to the choice set (actual purchase). KOTLER'S 5 PRODUCT LEVELS MODEL Philip Kotler developed this model, which proposed that any product may have up to 5 product layers (in the form of concentric circles) based on the amount of differentiation provided Core, Basic (or Generic), Expected, Augmented and Potential Product.
  1. CORE NEED LEVEL: This level fulfills the very basic need o (...) Read more? Sign up for free

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  Simon Raistrick, Business Consultant, New Zealand

Defining 'Basic Product Needs' is Hard!

I spent 10 years working on an international stand (...)

  Jaap de Jonge, Editor, Netherlands

Defining Product Needs and Levels

@: Thanks for sharing and agreed; if someone ever (...)

  A Kahnesky, Analyst, Denmark

Kotler's 5 Product Levels Model in Changing Market Dynamics

@ thanks for reaction to the post. I agree with yo (...)

  Maurice Hogarth, Consultant, United Kingdom

A Model of Fitness

@: Agreed. Didn't the people wanting a definition (...)

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