Levels of product

1) Core benefit: Fundamental need or want of the customers

 The expansion of the product portfolio with the smaller commercial vehicle.
2) GENERIC PRODUCT: Features strictly necessary for the functioning of the product.
 Four wheeler light commercial vehicles to achieve the high speed and
capability of a more payload design
3) EXPECTED PRODUCT: Characteristics that buyers usually expect when purchasing
a commodity, and commit to.
 The tata Ace was expected to provide the price, fuel efficiency and also able to
be steered and directed like a three wheeler in motion.
 Along with these the customers also expected more safety, durability and
comfort.
4) AUGMENTED PRODUCT: Including extra functionality, advantages,
characteristics, or related resources to differentiate themselves from competitors.
 Mobile workshops were created in the small villages which offered the
customers and mechanics with the spare parts and lubricants
 They created cost advantage by providing the consumer finance while third
party financier offered five- year loans .
 It was the better alternative to those of three wheeler to make the customers to
feel good
 Ace was a larger load carrying than the three wheelers, the safety and emission
standards were beating the competitors product.
5) Potential product: It covers all of the possible changes a company will undergo with
respect to its product
 The company wanted to sell Ace in the developed market in order to generate
more margin for Tata motors.
 To introduce some modifications like larger engine, air conditioning and crash
testing.
 New variants with larger tonnage cab, passenger van and also with the
multiple engine were the opportunities that the company could tap upon.