Five Levels of a Product 产品与五个层次.ppt

Five Levels of a Product Core Benefit Level — 核心利益 Generic Product Level — 一般产品 Expected Product Level — 期望产品 Augmented Product Level — 延伸产品 Potential Product Level — 潜在产品 IKEA sofa Core benefit Core benefit：the fundamental need or want that consumer satisfy by consuming the product. Sofa→ to sit on Generic Product Level Expected Product Level Augmented product level What makes IKEA distinguished ? 1 Creative design 2 First-class service 3 Suitable Match Potential Product Level Purchase a kind of lifestyle Tangible Intangible Attributes Tangible Attribute: use value Intangible attributes: thrifty , healthy and environment friendly The end ~ references: * Contents Introduction Five-level analysis Tangible and intangible attributes Reference Swedish corporation ready-to-assemble furniture, appliances and home accessories. To create a better everyday life for many people Idea “宜家” fit for home Basic information Environmental-friendly organic Product line Furniture: assembled by the consumer Catalog: published every summer IKEA café Children playroom The basic version of sofa with no distinguishing features Price, quality, style and other features that all sofas have in common A set of attributes and characteristics that buyers normally expect and agree to when they purchase a product *