"Product: Its Meaning, Instances, and Significance"
In marketing, the actual product refers to the tangible, physical form of a product that includes specific features such as design, quality, brand name, packaging, and styling. This is the second level in Philip Kotler's product model, lying between the core product (the fundamental benefit or need satisfied) and the augmented product (additional services and benefits that enhance the product's value).
Characteristics of the Actual Product
The actual product has several defining characteristics. Its physical attributes encompass tangible elements like size, color, design, features, packaging, brand, and quality. For instance, a smartphone's design, brand, and quality are all part of the actual product.
The actual product also delivers features and performance that embody the core benefit. For example, a smartphone's battery capacity or camera quality are crucial aspects of the actual product.
Branding and styling are also essential, as they distinguish the product from competitors and influence customer perceptions. A sleek design and well-known brand can significantly impact a consumer's decision to purchase a product.
The quality level of the actual product refers to its durability, reliability, and conformance to standards. A high-quality product is likely to last longer and perform better, which can lead to customer satisfaction and loyalty.
Packaging and labeling are important for protection, information, and aesthetic appeal. A well-designed package can make a product more appealing to potential customers, while clear labeling ensures that customers understand what they are buying.
Importance of the Actual Product
The actual product plays a crucial role in marketing. It satisfies the core benefit for the customer, providing them with a physical product that meets their needs and wants. For example, a car provides transportation, while a smartphone offers communication.
The actual product also allows companies to differentiate themselves from competitors through unique features, quality, and branding. This can help a company stand out in a crowded market and attract more customers.
The actual product is also the basis for customer evaluation. Consumers judge product quality and suitability largely based on tangible characteristics. A well-designed, high-quality product is more likely to appeal to potential customers.
The actual product serves as the foundation for augmentation. Augmented attributes like warranties and customer support are added to the actual product to enhance its value and appeal to customers.
How It Differs from Other Levels in Kotler's Model
|Product Level |Description |Focus/Example | |-|-|-| |Core Product |The underlying benefit or fundamental need fulfilled |Transportation for a car, communication for a phone | |Actual Product|The physical, tangible product including design, features, brand |A specific car model with its design, brand, engine, and color | |Augmented Product |Additional benefits like warranties, delivery, after-sales service |Car warranty, free maintenance, roadside assistance |
For example, in a fitness app, the core product is the benefit of personalized fitness training, the actual product is the app software, interface, design, and features, and the augmented product includes customer support and updates.
Conclusion
The actual product is essential because it embodies the core benefit in a tangible form and helps add differentiating features that attract and satisfy customers. Its quality, branding, and design significantly influence customer purchasing decisions, setting it apart from the abstract core product benefit and the enhanced augmented product services. By tailoring product augmentation to individual features and preferences, companies can create an effective strategy for their core product and augmented level of services. Businesses generate income primarily by selling actual products to consumers, and the marketing mix relies heavily on the actual product. Without the actual product, the whole marketing process is futile. Product augmentation can create an enhanced experience for the consumer and increase market share. An actual product includes attributes such as design, quality level, functionality, brand name, features, and styling. Understanding the actual and augmented levels of products helps companies better understand consumer preferences.
Gadgets like smartphones are a part of the actual product, as they embody tangible elements such as design, features, brand, and quality in the technology industry.
The actual product, such as a smartphone, delivers features and performance that embody the core benefit, including aspects like battery capacity and camera quality.
