PRODUCT HIERARCHY

LEVEL

A Product exists on 5 basic levels.

1) Core Product
2) Basic Product
3) Expected Product
4) Augmented Product
5) Potential Product
 1) CORE PRODUCT :-

The Core Product emphasis on what is

the buyer really buying?  The core product refers to the
use, benefit, or problem solving service that the
consumer is really buying when purchasing the product,
i.e. the need that is being fulfilled.

The Core Benefit of toothpaste as a

product is that it is used to clean and maintain the
aesthetics and health of teeth. Toothpaste is used to
promote oral hygiene: it can aid in the removal of dental
plaque and food from the teeth. It is helpful in reduction
of mouth odors, polishing of tooth root and removal of
stains from teeth.

2) BASIC PRODUCT :-

Basic product is designed to deliver the

core benefit. The firm has understood or noticed a need
and then designed a product that delivers the need
existing in the market.
 Colgate Active Salt, Colgate Max Fresh,
Colgate Advanced Whitening, Colgate Fresh Energy
Gel,etc. are the basic products for keeping teeth clean
and strong and also to remove mouth odor.

3) EXPECTED PRODUCT :-

The consumer of toothpaste expect the

product to satisfy atleast the following needs:

 Healthy, clean teeth

 Prevent tooth decay
 Prevent plaque, tartar and other gum and
teeth diseases
 Fresh breath

Colgate Palmolive toothpaste has the above

expected attributes in their perfumes.

For example :- Colgate Max Fresh, Colgate Active Salt,

Colgate Advanced Whitening, Colgate Fresh Energy Gel
etc.

4) AUGMENTED PRODUCT :-
The augmented product consists of the
measures taken to help the consumer put the actual
product to sustained use, including installation, delivery
& credit, warranties, and after-sale service.

Convenient Storage

5) POTENTIAL PRODUCT :-

There is no potential attribute

that can be added as a value to toothpaste.

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CLASSIFICATION OF
COLGATE TOOTHPASTE
  DURABILITY :-

DURABLE GOODS :- Products that aren't

consumed or quickly disposed of, and can be used for
several years are durable goods or hard
goods.Toothpaste are not durable goods.

NON-DURABLE GOODS :- Nondurable goods or

soft goods are the opposite of durable goods. They may
be defined either as goods that are used up when used
once, or that have a lifespan of less than a year.Hence
Toothpaste are non-durable goods.

 TANGIBILITY :-

Tangible goods are those which can

be touched and can be treated as a fact:real or
concrete. Thus toothpaste are tangible goods.

 USAGE :- (CONSUMER GOODS

CLASSIFICATION)
 Toothpaste are convenience goods
because consumer purchases toothpaste frequently
and with a minimum shopping effort.