Comment différencier votre produit en utilisant les 5 niveaux de Kotler ?

Core benefit refers to the fundamental value proposition that drives customers to purchase your product. It encapsulates the primary problem or need your product addresses, distinguishing it from competitors. To effectively differentiate your product, it's essential to grasp what customers truly desire and demonstrate how your offering surpasses others in meeting those needs. For instance, in the case of a fitness app, the core benefit may revolve around assisting users in reaching their health and fitness objectives.

At the core of every product lies the essence of why customers make a purchase – the problem it solves or the need it fulfills. To truly captivate your audience, you must delve into the depths of their desires and pain points. Differentiation at this level requires a deep understanding of customer motivations, aspirations, and challenges. By understanding what drives their decisions and what they seek to achieve, you can position your product as the solution that truly resonates with their needs.

To differentiate your product using Kotler's 5 Product Levels, start with the Core Benefit: ensure your product addresses a fundamental need. For the Basic Product, deliver superior quality and essential features. At the Expected Product level, exceed standard expectations with reliability and good design. Enhance the Augmented Product by offering unique features or services, like exceptional customer support or warranties. Finally, for the Potential Product, continually innovate with new features to maintain interest and loyalty. From my experience, focusing on these levels creates a distinctive and competitive product.

To differentiate your product using Kotler's 5 levels, start by focusing on the core benefit, which is the primary value your product offers to fulfill customer needs. Clearly identify and communicate this benefit to ensure it resonates with your target audience. Once established, build on it by enhancing the other levels: basic product, expected product, augmented product, and potential product. By emphasizing the unique core benefit and delivering superior value across all levels, you can set your product apart in the market.

By begin by focusing on the core benefit, which addresses the fundamental need or problem your product solves for customers. Next, enhance the generic product level by adding features, quality improvements, or unique attributes that distinguish it from competitors. Move up to the expected product level by meeting industry standards and delivering what customers anticipate from products in your category. Then, strive to exceed customer expectations at the augmented product level by offering additional benefits, services, or experiences that surprise and delight customers, fostering loyalty and advocacy for your brand.

Differentiate your product using Kotler's 5 levels by addressing each layer uniquely: Core Benefit: Emphasize the fundamental need your product fulfills, solving key problems efficiently. Basic Product: Meet industry standards while adding unique features like superior quality or design. Expected Product: Exceed expectations with exceptional service, user-friendly interfaces, and reliable performance. Augmented Product: Provide additional benefits such as extended warranties, personalized services, or exclusive content. Potential Product: Innovate continuously, anticipating future customer needs and integrating advanced technologies.

I think the interesting question here is anticipating need to get the safe(er) augmentation bet. I'd focus on customer-centric innovation, technology integration, and personalization. Utilize surveys and social media to understand their evolving needs. Leverage emerging technologies like AI and IoT to enhance product experiences. Build a community around your product, encouraging user interaction and feedback. Finally, continuously improve based on market trends and customer insights to ensure relevance and differentiation in a competitive landscape. This creates a robust framework for understanding and responding to customer needs while minimizing risks associated with market unpredictability.

From my experience, using Kotler's 5 Product Levels is a powerful way to differentiate your product. Start with the core benefit—what basic need does your product fulfill? Highlight this in your messaging. Next, refine the basic product, focusing on essential features that meet customer expectations. For the expected product, ensure quality, reliability, and usability to align with market standards. When working with clients, I emphasize the augmented product level by adding value through warranties, customer support, or unique services. Lastly, aim for the potential product by continuously innovating, offering future enhancements or exclusive experiences that set you apart in the market.

To differentiate your product using Kotler's 5 levels, start by focusing on the core benefit, which is the primary value your product offers to fulfill customer needs. Clearly identify and communicate this benefit to ensure it resonates with your target audience. Once established, build on it by enhancing the other levels: basic product, expected product, augmented product, and potential product. By emphasizing the unique core benefit and delivering superior value across all levels, you can set your product apart in the market.

The basic product comprises the essential features and attributes necessary to fulfill the core benefit. It represents the minimum viable offering that meets customers' expectations. To distinguish your product at this level, it's crucial to ensure that it meets the basic standards of quality, functionality, and usability expected by your customers. For instance, in the context of a fitness app, the basic product may encompass features such as a range of workouts, a progress tracker, and an intuitive user interface.

The essential features and functionalities that define your product. Meet basic customer expectations in terms of quality, performance, and usability. Example: A basic running shoe would have a sole, cushioning, and upper, but no high-tech features.

Level 2 Generic Product: Enhance the basic functionality and features of your product to differentiate it from competitors. This level involves adding features that are expected in the market but may not be unique.

Regarding the basic product level in a hotel business (as continued with the core benefit level), the offered room should meet the basic amenities enabling a valid stay for the customer.

The basic product is the tangible, physical item or service that delivers the core benefit. Differentiate here by refining the product's features, design, or functionality. Focus on how the quality, durability, or user experience sets your product apart from others in the market.

In today's saturated market, simply meeting basic expectations sets you up for fierce competition. Analyze your competitors and identify weaknesses in their offerings. Use those as opportunities to strengthen your basic product, providing features that differentiate you and attract customers seeking something more.

Now, imagine turning that idea into a real product. For a raincoat, it means making sure it's waterproof and has a hood. This sets up the basics of the product.

Here, you focus on the actual product itself – its features, design, quality, and brand name. Differentiate by ensuring your product has unique features or superior quality that sets it apart from competitors. Using the smartphone example, this could be a unique operating system or a patented technology.

Many people walk away from the possibility of surprising product features. They fail to see that this is also an opportunity for differentiation. If my product is very similar to others on the market, then I have the opportunity to offer surprising features and provide an experience that others don't.

The expected product represents the features and attributes that your product should possess to align with customers' expectations and preferences. It encompasses the level of performance and service that customers anticipate from your offering. To differentiate your product at this level, it's essential to surpass customer expectations and provide added value. For instance, in the case of a fitness app, the expected product may comprise personalized recommendations, social features, and gamification elements, enhancing the user experience beyond basic functionality.

The expected product is what extra things people anticipate. For our raincoat, this might mean it's not just waterproof but also breathable and stylish. Meeting these expectations is crucial.

The expected product represents the features and attributes customers consider "standard" for your product category. Here, differentiation goes beyond simply meeting expectations. It's about exceeding them and providing additional value that compels customers to choose your offering over the competition. They are different strategies for differentiation: Feature Enhancements, Superior Customer Service, Value-added Services and Focus on UX. This is how you can transform your expected product from "meeting the baseline" to a key differentiator that attracts and retains customers.

These are the attributes and conditions that buyers typically expect when they purchase a product. To differentiate, exceed these basic expectations by offering something extra—better customer service, more convenient packaging, or a longer warranty. Ensuring your product consistently meets and exceeds these expectations can build loyalty.

Features and attributes customers consider standard and necessary. Align with industry norms and competitive offerings. Example: Expected features might include breathability, durability, and a good fit.

Building a culture of exceeding expectations isn't a one-time feat; it's a continuous journey. It fosters customer loyalty, drives positive word-of-mouth, and attracts new customers seeking exceptional experiences. This, in turn, fuels sustainable growth and solidifies your position as a market leader.

This level includes all the attributes and conditions that buyers normally expect when purchasing the product. Differentiation at this level is met by exceeding these expectations. For instance, customers expect a smartphone to have a good camera and long battery life; exceeding these expectations could be a way to differentiate.

Die Qualität eines Basisprodukts beeinflusst die Reputation und Wahrnehmung eines Unternehmens. Ein gutes Image in Bezug auf Produktqualität kann sich positiv auf die allgemeine Wahrnehmung der Marke auswirken. Eine gute Reputation ist wertvoll und kann den Erfolg eines Unternehmens nachhaltig unterstützen.

These are the features and qualities customers expect when they purchase your product. It’s about meeting these expectations consistently. If you're selling a smartphone, customers expect it to have a good camera, long battery life, and user-friendly interface. Your marketing should highlight how your product not only meets but exceeds these expectations. Show them why your smartphone's camera isn't just good, it's exceptional.

There will always be a similar product or service available. You need to differentiate yourself from your competitors by exceeding customer expectations. People love status and to differentiate themselves from others and so your products should give them that ability to say ‘’but can your XYZ do this?’’ This heightens the value of your product and differentiates from competitors. A very basic example of this would be designer sunglasses. The core product is it blocks out sun rays. The actual product is the branding and the quality of the sunglasses. The augmented product is the free designer case that comes with the sunglasses and the interchangeable lenses, the lifetime warranty. The extra wow factor.

Additional features and services that exceed customer expectations and add value. Differentiate yourself from competitors and create perceived value. Example: Augmented features could be personalized fit recommendations, performance tracking apps, or warranty extensions.

While exceeding expectations is important, the augmented product aims to create an emotional bond with customers. It delivers features that resonate with their values, aspirations, and sense of identity. In the fitness app example, consider integrating mindfulness and nutrition guidance, creating tailored challenges for different motivational types, or incorporating charitable giving options to connect with customers on a deeper level

This level adds additional features, benefits, or services that differentiate your product further. This could be through advanced technology, exclusive content, or superior customer support. Differentiation at the augmented level might involve offering personalized experiences, membership perks, or unique after-sales services that enhance the overall product value.

Hay muchas formas de innovar en el nivel de producto aumentado y esto puede marcar una gran diferencia en cómo se percibe tu oferta. 1. Añadir características o funcionalidades adicionales. 2. Mejorar la experiencia del Usuario. 3. Ofrecer servicios complementarios. 4. Incorporar elementos de exclusividad como ediciones especiales. 6. Crear ecosistemas de productos, Apple es experto en este tema. 7. Innova en la entrega y distribución. Implementar estas estrategias te permitirá innovar en el nivel de producto aumentado y diferenciarte en un mercado competitivo, ofreciendo un valor adicional que resuene con las necesidades y expectativas de tus consumidores.

Here, you're thinking about what extra special things you can add to make your product stand out. Maybe with the raincoat, you include a free map case, or for a car, you offer top-of-the-range tires. These extras create an edge over other products.

At this level, you add additional services and benefits to the basic product to set it apart from the competition. This could include exceptional customer service, warranty, or a loyalty program. In the smartphone market, offering a comprehensive insurance plan or exclusive access to apps could be a differentiator.

Sammeln Sie kontinuierlich Feedback von Kunden zu Ihrem Basisprodukt. Analysieren Sie diese Rückmeldungen, um Schwachstellen zu identifizieren und Verbesserungen vorzunehmen. Das kann auch als Grundlage für die Entwicklung von Erweiterungen dienen.

Here's where you add value to differentiate yourself. It's the above-and-beyond factors – exceptional customer service, extended warranties, free updates, or a vibrant community. Say you're marketing a video game. The augmented product could be an exclusive online community for gamers, regular updates, and in-game bonuses. These aren't just features; they're experiences, and that's what you market.

Level 4 Augmented Product: Truly differentiate your product by offering unique features that provide a competitive advantage. These features go beyond customer expectations and create additional value.

Focusing on the "Potential Product" level involves envisioning future attributes that create unique value. To stand out here, anticipate and shape future needs with transformative elements customers haven't yet imagined. For example, for a fitness app, this might mean integrating wearable devices, smart home features, and health insurance partnerships, surpassing conventional offerings and anticipating future customer desires. This visionary approach sets the product apart by addressing evolving needs proactively.

Future possibilities and innovations that could be incorporated into your product. Demonstrate your commitment to continuous improvement and customer satisfaction. Example: Potential features might include self-adjusting laces, energy-harvesting technology, or AI-powered coaching.

Don’t predict the future— create it. Transform your fitness app into a health revolution. Integrate advanced wearables for early health crisis detection, offer VR workouts, and partner with biotech for genetic health plans. Make your product the future of personal health. Lesson from Space Industry: "The Frontier Approach" 1. Biometric Wearables: Predict health issues before they arise. 2. Virtual Reality: Immersive workouts for a new experience. 3. Biotech Partnerships: Personalized health plans based on genetics. 4. Continuous Innovation: Stay ahead with regular updates. 5. Integrated Ecosystem: Seamlessly fit into users' lives. Make your product the future of health innovation.

The potential product represents everything the product could become in the future. Differentiate by continually innovating and evolving your product, staying ahead of trends, and anticipating customer needs. This might include introducing new features, expanding product lines, or integrating cutting-edge technology. Show your customers that you’re committed to constant improvement and adaptation.

Aquí prácticamente estamos vendiendo un sueño, una visión de lo que el producto puede llegar a ser. Algunas formas de transmitir esto, es: 1. Define una visión clara que comunique cómo tu producto potencial resolverá problemas futuros. 2. Destaca cómo el producto se alinea con tendencias emergentes, avances tecnológicos o cambios en las necesidades del mercado. 3. Crea una historia del futuro en que tus clientes se imaginen cómo el producto impactará positivamente su vida en el futuro. Al centrarte en estos aspectos, podrás vender tu sueño del producto potencial que ofrecerás en el futuro, logrando una conexión emocional de la visión futura que ofreces.

This is about thinking ahead. What cool things could you add to your product in the future? Maybe a small bag for the raincoat or new technology for the car. It's about staying innovative and relevant.

This involves considering all the possible augmentations and transformations the product might undergo in the future. Differentiation here is about staying ahead of the curve and continuously innovating. For a smartphone, this could mean integrating emerging technologies like augmented reality.

Stellen Sie sicher, dass die Einführung von Erweiterungen schrittweise erfolgt. Kommunizieren Sie klar die Vorteile und den Zusatznutzen, den die Erweiterungen bieten. Dies hilft dabei, das Interesse der bestehenden Kunden zu wecken und neue Kunden anzulocken.

Level 5 Potential Product: Consider future transformations and innovations that your product could undergo to sustain brand equity and stay ahead of the competition.

This encompasses all possible future transformations or augmentations of your product. To differentiate,focus on innovation and continuous improvement. A smartphone company might differentiate by promising regular software updates, introducing cutting-edge technologies like foldable screens, or developing an ecosystem of interconnected devices.

Let's use a smartphone as an example to illustrate Kotler's 5 levels of product differentiation: Core Benefit: Communication - The basic need a smartphone fulfills is keeping people connected. Basic Product: A simple phone that can make calls and send texts. Expected Product: Features like a camera, internet access, and basic apps that consumers now expect in a smartphone. Augmented Product: Additional services like a warranty, customer support, or exclusive apps that enhance the user experience and set it apart from competitors. Potential Product: Future advancements like foldable screens, advanced AI capabilities, or new sustainability features could be added to keep the product ahead in the market.

In a broader sense, differentiation also involves understanding the market, the evolving trends, and how they affect consumer behavior. In an academic context, we emphasize the importance of sustainability and ethical considerations in product development, which are increasingly becoming crucial differentiation factors.

Differentiation is an ongoing process. Regularly review and adapt your product's positioning across all five levels as market conditions change and customer expectations evolve. Keep your focus on delivering unique value at every stage of the customer journey, ensuring that your product stands out in a crowded marketplace.

Kotler's framework also prompts you to think ahead and anticipate future customer needs. By envisioning the potential product and incorporating forward-thinking features, you demonstrate leadership in the industry, staying ahead of the curve and ensuring long-term relevance and success.

To differentiate your product using Kotler's five product levels, focus on each layer: core, basic, expected, augmented, and potential. For instance, if you're selling smartphones, the core benefit is communication; the basic level could be a functional smartphone; the expected includes features like a good camera; augmented might offer an extended warranty; and potential future innovations such as advanced AI integration. Each level adds value and sets your offering apart. #ProductDifferentiation

Tailor your language and examples to your specific audience. If you're talking to fellow fitness enthusiasts, use lingo they understand. If you're addressing business owners, focus on the impact on customer loyalty and brand reputation.

In marketing, it's important to understand where your product fits in these levels. Always communicate why your product is valuable, and think about the costs and benefits of adding extra features. Remember, making your customers happier than they expect is what sets your product apart.

As Barbie's been a hot topic in 2023, let's take it an example for this marketing framework: 1.Core Benefit: Barbie's core benefit is to let kids explore different roles and stories through play. Eg. doctor. 2.Generic Product: Barbie is a doll, usually made of plastic, with (limited) movable limbs and changeable clothes. 3.Expected Product: Kids expect Barbie to have different outfits & accessories (hair that can be styled too). Who didn't want different clothes, car and a house to play? 4.Augmented Product: Barbie has additional features: pets, themed accessories, etc. that enhance imaginative play & experience. 5.Potential Product: With Barbie, kids can create entire worlds and narratives, unlimited imagination. Now, it's your time.

Not sure these 5 levels are particularly useful from a marketing strategy persective. You need to understand the features and benefits of the product or service as well as the problems it solves and value it delivers. Might be more useful from a pproduct development perspective.

Once we understand which level our product fits in, the next step is how can we improvise the offering and move to the next level. Let's take an example of a brand which helps in 'Hair growth'. If the brand is currently in the 'Expected' level which has all the necessary attributes (optimum drug concentration, desired quality and Purity standards), the next step should be to upgrade the brand to the 'Augmented' level. This might include adding product features which enhance the 'User Experience'. In this case, a better packaging in the form of a spray or a selfie or a comb bottle offering 'Ease of application'. These changes will provide a unique identity to the brand clearly distinguishing from the competition.