University Of

Barisal
Assignment
Course Name: Brand Management
Course Code: MKT-412

Submitted To:
Nusrat Jahan
Assistant Professor
Department Of Marketing
University Of Barisal

Submitted By:
Md. Sefat- ul- Islam (M-371)
Pinku Mondal (M-372)
Md.Monir Hossen (M-373)
Department Of Marketing
University Of Barisal

Date of Submission : May 13, 2015.

The Five Product Levels

Customers will choose a product based on their perceived value of it. Satisfaction is the degree to
which the actual use of a product matches the perceived value at the time of the purchase. A
customer is satisfied only if the actual value is the same or exceeds the perceived value. Kotler
defined five levels to a product:

1. Core Benefit of the Product

The fundamental need or want that consumers satisfy by consuming the product or service.

2. Generic or Basic Product

A version of the product containing only those attributes or characteristics absolutely necessary
for it to function.

3. Expected Product
The set of attributes or characteristics that buyers normally expect and agree to when they
purchase a product.

4. Augmented Product
Those attributes of the product that can differentiate it from the competitors products and might
provide a slight advantage over them for the consumers.

5. Potential Product
All the augmentations and transformations a product might undergo in the future. This level
prompts the companies to search for new ways to satisfy the customers and distinguish their
offer. Successful companies add benefits to their offering that not only satisfy customers, but also
surprise and delight them. Delighting is a matter of exceeding expectations.

Figure: The Five Product Levels

Now an example is given to clarify the five product levels, suppose a consumer buy Ray-Ban
Sunglass so according to this product the five product levels will be discussed in bellow:
Core Benefit of the Product: A customer is buying the Ray-Ban Sunglass to protect his eyes
from sun ray & dust.
Basic or Generic Product: The basic product for Ray-Ban Sunglass may include-

Standard polycarbonate lenses

Provide Comfort

Provide eyes safety

Provide sun protection

Expected Product: A customer of Ray-Ban Sunglass expects that the sunglass should be

Stylish & trendy

Standard color

Best quality

Matching with life-style

Superior strength & flexibility

Scratches & smudges proof

Reflection resistance

Augmented Product: This refers to all additional factors which sets the Ray-Ban Sunglass apart
from other sunglasses. Some factors can be identified such as

Warranty

Brand image

After sale service

Home delivery

Replacement guaranty

Fascinating & durable box

Potential Product: This refers to the additional values and augmentations that the Ray-Ban
Sunglass may add in near future. Some features can be identified such as-

Google map

Protect eyes from sun ray according to temperature

Color changing feature according to apparel

Adjustable brightness according to day-light condition

Scanning device

Video recording system

Photo capture system

Storage device

Flexible & can be folded

Groupon
Groupon is a marketing service that offers its subscribers daily discount coupons by email,
facebook and Twitter feeds. Typical Groupon deals focus on local restaurant, stores, service,
events and regional products. Today there are thirty five million registered groupon users
worldwide.

The name Groupon is a combination of the words group and coupon, which indicate the
companys viral marketing business model.
Groupon was launched in November 2008, and the first market for Groupon was Chicago.
The Groupon work as a assurance contract. If a certain number of people sign up for the offer,
then the deal becomes available to all. If the predetermined minimum is not met, no one gets the
deal that day. That reduces the risk of retailers.
Markets:
Groupon breaks into new markets by identifying successful local businesses. Groupon serves
500 markets and 48 countries, the main major geographic markets include cites in the United
States, Canada, Morocco, Brazil, United Kingdom, and India etc.
Competitors:
Worldwide, there are over 500 sites similar to Groupon, including over 100 in the United States .
However, by December 2010, only one competitor living social had become a serious competitor
because its use the same business model.
Investor:
New Enterprise Associates, Eric Lefkofsky and Brad Keywell are investors in Groupon. In April
2010 digital Sky Technologies, a Russian investment firm invest $135 million dollar.
Groupon now developed an application for Smartphone and tablet users consisting of two
buttons Im Hungry and Im Bored.

Zynga
Zynga is a provider of social game services founded in July 2007 and headquartered in San
Francisco, California, U.S. The company develops social games that work stand-alone on mobile

phone platforms such as Apple iOS, Android, Windows Phone and on the Internet through its
website.The company was named in honor of Zinga, CEO Mark Pincus's late American bulldog.
Zynga states its mission as "connecting the world through games.
The long-term prospects of Zyngas business model - Zynga has been taking steps to cut
expenses and expand its business into areas such as
Licensed board games,
Online gambling,
Own gaming platform (Zynga.com), and
Mobile game apps.
The company's top three games
FarmVille,
FrontierVille and
CityVille.