Each level adds more customer value. The most basic level is the core customer value, which addresses the question: What is the buyer really buying? At the second level, product planners must turn the core benefit into an actual product. They need to develop product and service features, a design, a quality level, a brand name, and packaging. Finally, product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits.
Q1. Please Analyze the 3 levels of your product/services.
2. The process that leads to consumers’ adoption of an innovation is illustrated in Figure 8.5
• The process begins at the ground level, and marketers’ first task is to create awareness among consumers. Different tactics used by marketers to create interest, spur product evaluations, and stimulate trial, adoption and confirmation are also shown in Figure 8.5.
• However, not everyone who becomes aware of an innovation is interested in learning more. The pyramid shape of Figure 8.6 symbolizes the fact that some consumers “drop out” at each level despite the best efforts of marketers.
Q.2.1. Which step is the most critical one for your company?
Q.2.2. Which marketing efforts are essential to move forward from there?
