The 5 Product Levels Model (Kotler)

Marketing Mix | The 4Ps
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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. CORE NEED LEVEL: This level fulfills the very basic need of the cu (...) Read more? Sign up for free

  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

@Simon Raistrick: Thanks for sharing and agreed; i (...)

  A Kahnesky
Analyst, Denmark

Kotler's 5 Product Levels Model in Changing Market Dynamics

@Simon Raistrick thanks for reaction to the post. (...)

  Maurice Hogarth
Consultant, United Kingdom

A Model of Fitness

@Simon Raistrick: Agreed. Didn't the people wantin (...)


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