Kotler's Five Product Levels

Kotler’s Five Product Levels describe how a product provides value to customers, from the core need to extra features. The innermost level is the core benefit—the fundamental reason the product exists. Next is the actual product, which includes the design, brand, and features that deliver that benefit. Then comes the augmented product, adding extra services like warranties or customer support. The expected product includes the basic features customers anticipate. Finally, the potential product encompasses future improvements and innovations that could enhance the product’s value. This model helps businesses understand and enhance the overall customer experience.