Assignment on

Identifying the different products levels of mobile phone I am using.

Course code: MKT-501

Semester: spring 2020

Date: 05.09.2020

Submitted to
Masudur Rahman

Professor, Department of Marketing

University of Dhaka

Submitted by
Nasir Fakir

Id no: 2020-1-91-005

East West University

What is a product?
A product is any good, service, or idea that can be offered to a market to satisfy a want or need. According
to Philip Kotler who is an economist and a marketing guru, a product is more than a tangible thing. A product
meets the needs of a consumer and in addition to a tangible value this product also has an abstract value. The
customer will only be satisfied when the specified value is identical or higher than the expected value.

Product Levels:
Philip Kotler states that there are five product levels that can be identified and developed. In order to shape this
abstract value, Philip Kotler uses five product levels in which a product is located or seen from the perception of
the consumer. These 5 Product Levels indicate the value that consumers attach to a product. These 5 levels are:

1. Core Product

2. Generic Product

3. Expected Product

4. Augmented Product

5. Potential Product
Mobile Phone I am using:
At present i am using a mobile phone name Vivo. Vivo Communication Technology Co. Ltd. is a
Chinese technology company owned by BBK Electronics that designs and develops smartphones, smartphone
accessories, software and online services.

Identifying the different products levels of Vivo Mobile:

Kotler's Five Product Level model provides businesses with a proven method for structuring their product
portfolio to target various customer segments. This enables them to analyze product and customer profitability
(sales and costs) in a structured way. By organizing products according to this model, a business' sales
processes can be aligned to its customer needs and help focus other operational processes around its customers
– such as design and engineering, procurement, production planning, costing and pricing, logistics, and sales
and marketing. Vivo mobile phone product levels are identifying belows:

1. Core benefit:
The fundamental need or want that consumers satisfy by consuming the product or service. For example,
the need to process digital images with font side & back side by high resolution camera. Vivo provide
wide range of high resolution of triple camera for their customer. I can take a clear picture with it which
is core benefit for me as a vivo phone customer.
2. Generic product:
A version of the product containing only those attributes or characteristics absolutely necessary for it to
function. For example, the need to capture a low light photo in night could be satisfactory for me and
editing these photo by some special software provide by vivo.
3. Expected product:
The set of attributes or characteristics that buyers normally expect and agree to when they purchase a
product. For example, Vivo has a unique fun touch operating system with a good processor and 6 GB
ram for their customer that’s why phone running very smoothly. The price is also under range of the
customer. It can help their customer by fulfilling their satisfaction. Design of Vivo series is slim and
beautifully designed to give the user a comfortable feel when holding it
4. Augmented product:
The inclusion of additional features, benefits, attributes or related services that serve to differentiate the
product from its competitors. For example, Vivo has a 4500 mah battery which have 36 hours long back
up which make it special to its customer.

5. Potential product:
This includes all the augmentations and transformations a product might undergo in the future. To
ensure future customer loyalty, a business must aim to surprise and delight customers in the future by
continuing to augment products. For example, the customer receives ongoing software upgrades with
new and useful feature from vivo’s customer service points at a very low cost. Vivo make sure its
mobile parts for the customer with free at 1 year and after that a very cheap rate. Changing consumers
'perceptions of Chinese-made phones, Vivo brings consumers both good quality and reasonable prices to
consumers' needs.
Added value of the Five Product Levels

Each level of the five product levels adds value for the customer. The more efforts production companies make
at all levels, the more likely they are to stand a chance to be distinctive. At the Augmented Product level, the
competition is observed in order to copy certain techniques, tricks and appearance of each other’s products. This
makes it increasingly difficult for a consumer to define the distinctiveness of a product. To be able to tower over
the competition, production companies focus on factors which consumers attach extra value to such as extreme
packaging, surprising advertisements, customer-oriented service and affordable payment terms. This is not just
about satisfying the customers and exceeding their expectations but also about surprising them

Conclusion:
Although a new brand and from China but Vivo has received positive feedback from consumers. Vivo has taken
very effective steps, very creative and very clever. Beside great
financial potential from parent company, Vivo will take advantage of this to have a successful marketingstrateg
y.When technology is not so much different, including design and interface, from hardware to software, the
level of competition is price and brand. Branding is something that Vivo can build up gradually with the right
marketing and communications strategies as mentioned above, shortening time to market penetration by
learning and improving strategies from others.