The sofa from Hatil furniture is an example of durable product.

Durable products are goods that

consumers don’t buy often or consumes immediately. Rather, this types of product gradually lose its
usability as it is being used. There are five levels of products which are,

1)Core Benefit: This is the base level of product. Core benefit refers to the main benefit of a product that
a consumer is looking for. For example, if a consumer is looking forward to buy the sofa from Hatil
furniture than what he actually wants is comfort. We use sofa to sit down and give relaxation to our
legs. So the core benefit for the sofa of Hatil furniture is Comfortability.

2) Basic Product: Basic product refers to the basic features of a product which are required to function
the product properly. It is the least features that a consumer wants to see in his product. For example, in
the sofa from Hatil furniture, the consumer wants to see unique design and features, durability,
comfortable leather and foam, well stitched, and well burnished wood for the product. This are all the
basic product for the sofa of Hatil furniture.

3) Expected Product: Expected product refers to the set of product features that the consumer expects
when they buy the products. For example, when consumers want to buy the sofa form Hatil furniture
they will expect some features like quality wood, bright color, longer guarantee, and better leather
quality. This are all the example of expected product for the sofa.

4) Augmented Product: Augmented product is the fourth level of products. It refers to any product
variation, extra features, or service that helps to differentiate the sellers’ product from his competitors’
products. For example, the sofa of Hatil furniture has some extra features like foldable leg rest, in build
heater, and also can be turned the sofa into bed if necessary. This features differentiates the sofa of
Hatil furniture from the other sofas available in the market which makes the product desirable to the
consumers.

5) Potential Product: Augmented product refers to all the augmented products and transformation that
might the product undergo in near future. Potential product is concerned about the features that might
add with the product in future to make it more desirable to the consumers. For example, the sofa of
Hatil furniture giving full body massage, also the sofa has an in build sound system and many more. This
are the example of potential products of the sofa of Hatil furniture.

These are Kotler’s five level of products. It provides businesses with a proven method for structuring
their product portfolio to target various customer segments. This model helps a business to process its
sales and align them to its customers’ needs and wants. So every business should follow this model to
market their products.