The Core Product The Generic product The branded Product The Differentiated product The customised product The augmented product The potential product
What does the product mean to the customer? For example, a bread
offers core benefit of reducing hunger.
The Generic product
The generic product is the unbranded and undifferentiated commodity. Examples are: like rice, bread, flour or cloth.
The branded product gets an identity through a ’name’.
Modern bread, Harvest are branded
The differentiated product
enjoys a distinction from other
similar products/brands in the market. The differential claimed may be ‘real’,
with a real distinction on ingredient, quality, utility, or service, or it may
be ‘psychological’ brought about through subtle sales appeals.
Close-up tooth paste offers freshness and bold intimate social
interactions among youth, whereas its rival Colgate offers prevention of tooth
decay with freshness..
Customer specific requirements
are taken into account while
developing the product. Commonly practiced in the industrial product marketing,
where the manufacturer and the user are in direct contact and the product gets
customized to the requirements of the customer.A ready made garment represents customization for a group of people;
when you buy one, you ask for alterations to suit your shape and size. On the
other hand, if you give cloth to the tailor for stitching, the garment is
customized to you.
The augmented productThe augmented product is the
result of voluntary improvements brought about by the manufacturer in order to
enhance the value of the product, which are neither suggested by the customer
nor expected by them. The marketer on his own augments the product, by adding
an extra facility or an extra feature to the product.
Refrigerators are augmented with extra shelves, more shelf space, and
The potential product
The potential product is tomorrow’s
product carrying with it all the improvements and finesse possible under the
given technological, economic and competitive condition. There are no limits to
the ‘potential product’. Only the technological and economic resources of the
firm set the limit.
Robot-managed houses, artificial hearts, flying cars, space travel jets,
etc., represent potential products.