Kotler's Five Product Levels Model and Competitive Strategies
Kotler's Five Product Levels Model redefines marketing as an organization-wide responsibility, focusing on Core Product Benefits, Generic Product, Expected Product, Augmented Product, and Potential Product. Strategies for each level aim at creating competitive differentiation. Implementation actions are outlined to support the model effectively.
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Presentation Transcript
Kotlers Five Product Levels Model Kotler changed the way marketing was viewed by contending that it was not a singular department, separated from all the others, but that marketing as an activity was an organization-wide responsibility. He asserts that the definition of a product goes far beyond being a physical object or a service. Kotler s Five Product Levels Model includes: Core Product Benefit The basic need or want that the customer satisfies when they buy the product. Generic Product - A basic version of the product made up of only those features necessary for it to function. Expected Product - Features that the customer expects the product to have. Augmented Product Any product variations or extra features that might help differentiate the product from its competitors Potential Product - All improvements the product might experience in the future. 1 Want more best practices? Visit Praxie.com
Begin at the bottom product level and list the Core Product Benefits that the product satisfied. Move up the levels and list specific attributes and strategies to create competitive differentiation. Kotler s Five Product Levels Model Focus 1 Questions Strategies Core Benefit Enter strategy here Potential Product What significant improvements might product experience include in the future? Potential Product High 2 Generic Product Augmented Product Enter strategy here What product variations or extra features might help differentiate the product from competitors? Augmented Product Differentiation Expected Product 3 Expected Product Enter strategy here Expected Product What features do customers expect the product to have? Generic Product 4 Augmented Product Enter strategy here What is the basic version of the product with only those features necessary for it to function? Generic Product Low Core Product Benefit(s) 5 Potential Product Enter strategy here What are the basic needs that the customer satisfies when they buy the product? Core Product Benefit(s) 2 Want more best practices? Visit Praxie.com
Actions Create an action plan focused on creating and implementing your Five Product Levels Model. Consider the people, processes, and technologies that will be needed to support your strategies and create competitive differentiation, and the specific actions needed to implement each level of the model. Actions Owner Due Date Enter action here Enter owner Enter due date 3 Want more best practices? Visit Praxie.com
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