The overall concept of the product is divided into five basic levels:

(1) Core product. The core product refers to the basic utility or benefit of the product provided to the customer. Fundamentally, every product is essentially a service that solves a problem. Therefore, any product marketers sell to customers must have basic utility or benefits that reflect the core needs of customers.

(2) Formal products. Form product refers to the form in which the core product is realized. It consists of five characteristics, namely quality, style, characteristics, trademark and packaging. Even pure services have similar formal characteristics.

(3) Expected products. Expected product refers to a set of attributes and conditions closely related to the product that buyers expect when purchasing the product.

(4) Extended products. Extended products refer to the sum of various benefits that customers receive when purchasing formal products and expected products, including product manuals, warranties, installation, maintenance, delivery, technical training, etc. The success of many domestic and foreign companies should be attributed, to a certain extent, to their better understanding of the important position that service plays in the overall concept of products.

(5) Potential products. Potential products refer to products in the potential state of existing products, including all add-on products, that may be developed into future final products. Potential products point out the possible evolution trends and prospects of existing products.

Extended information

1. "Product concept" is a subjective idea about the product that the company wants to inject into the minds of customers. It is a product concept expressed in the language of consumers. .

Generally, product concepts are expressed in words or pictures are used to describe them. Usually, a complete product concept consists of four parts:

Consumer insights: Putting forward the inner feelings from the perspective of consumers Relevant issues of concern;

Benefit commitment: explain what benefits the product can provide to consumers;

Support points: explain which features of the product solve the problems raised in consumer insights question;

Summary: Express the essence of the above three points in a summary language (preferably one sentence).

The product concept requires that the product introduction to consumers be clear enough and attractive enough to consumers!

2. The narrow concept of product: items produced;

The broad concept of product: a carrier that can meet people's needs.

The "overall concept" of a product - any tangible items and intangible services that people provide to the market that can meet certain needs of consumers or users.

Social needs are constantly changing, so the varieties, specifications, and styles of products will also change accordingly. The continuous emergence of new products, the continuous improvement of product quality, and the continuous increase in product quantity are significant features of modern social and economic development.

Baidu Encyclopedia - Products