Marketing Foundations Tutorial 5: Product
Product
Core product: Absolute core element that a customer expects when they
use a product
Augmented product: A core product with extra features
Potential product: Elements that could be added to a product in the future
Open Ended Question (Related to airlines)
How and at what product layers do the brands differentiate themselves
from each other based on the Total Product Concept? (The layers of product
differentiation are discussed below)
- Core product:
o Example: Get you from Sydney and Los Angeles on flight
- Expected product:
o Expected to have seats
o Expected to have food
o The price:
Example: If you’re flying Jetstar, you expect a cheaper price
for tickets whereas if you’re flying Qantas you would
expect it be more expensive
o Expect customer service from cabin crew -> Safety and staff
services
o Entertainment:
Example: Expect Movies and music
Augmented product:
- Given hot towel
- Blankets and pillows
- Membership club
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Product
Core product: Absolute core element that a customer expects when they
use a product
Augmented product: A core product with extra features
Potential product: Elements that could be added to a product in the future
Open Ended Question (Related to airlines)
How and at what product layers do the brands differentiate themselves
from each other based on the Total Product Concept? (The layers of product
differentiation are discussed below)
- Core product:
o Example: Get you from Sydney and Los Angeles on flight
- Expected product:
o Expected to have seats
o Expected to have food
o The price:
Example: If you’re flying Jetstar, you expect a cheaper price
for tickets whereas if you’re flying Qantas you would
expect it be more expensive
o Expect customer service from cabin crew -> Safety and staff
services
o Entertainment:
Example: Expect Movies and music
Augmented product:
- Given hot towel
- Blankets and pillows
- Membership club
Page 1
