PRODUCT

PRODUCT

PRODUCT LEVELS: THE CUSTOMER-VALUE HIERARCHY

There are certain needs that arise from the customer's end that includes:

CORE BENEFIT:

It is the basic need to buy the product. Surf Excel removes dirt and provides cleanliness.

BASIC PRODUCT

Basic value that Surf Excel gives to its user is clean and fragrant clothes.

EXPECTED PRODUCT

It is the product a consumer expects when he picks it up from the shelf. Surf Excel provides quick wash, fragrance and hygiene.

AUGMENTED PRODUCT

An augmented product is a product that gives more benefit than the consumer expected. Consumers buy Surf Excel for their basic need but exceeds their expectation when they realise that only 1 spoon powder is required for a bucketful of clothes and it minimises wastage of water and keeps their hands soft unlike a soap cake.

POTENTIAL PRODUCT

Augmentation and transformations the product or offering might undergo in the future. Here is when companies search new ways to satisfy customers and distinguish their offering.

PRODUCT HIERARCHY

The product hierarchy stretches from basic needs to particular items that satisfy those needs.

• NEED FAMILY : The core need : Home Care

• PRODUCT FAMILY: Product classes that satisfy core need: Fabric Care

• PRODUCT CLASS: A group of products within the Product Family: Surf Excel liquid, soap cakes and detergents.

• PRODUCT LINE: Group of products which performs similar functions: Surf Excel and other brands from same company or other.

• PRODUCT TYPE: Range of products: Surf Excel Quick Wash, Surf Excel Matic etc

• ITEM: Stock Keeping Unit: Surf Excel is available in 50 grams sachet, 100 grams, 250 grams, 500 grams, 1 kg, 5 kg

PRODUCT MIX

A product mix is the set of all products and items a particular seller offers for sale. HUL's product mix has certain width, length, depth and consistency.

Width: It is the different product line the company carries. HUL has three categories.

1. Personal Care
2. Home Care
3. Food

Length: Total number of items in the mix. HUL ha about 42 products.

Depth: Variants that are offered of each product in the line. Surf Excel's variants are:

Consistency: It describes how closely related the various product lines are in end use, production requirements, distribution channels or some other way. Surf Excel has consistently satisfied a washing need.