Understanding Kotlor's Five Product Levels model

During the second class of Marketing, Paul introduced an analysis tool -- Philip Kotler's Five Product Levels  model. This is a interesting and powerful one!

Philip Kotler, an economist, identified that the most important part of a product is to meet customer's emotional needs rather then basic needs. To illustrate his opinion and help us to understand these needs, he invented a five levels tool.

It is easy to get the core benefit of the product which is just the basic needs, as well as generic product. I was a little bit confusing about the expected and augmented product at first. I thought it's basic expectation, but it is augmented. It's hard to draw a clear line between them, and the most difficult part is to get the "emotional needs!" After doing some examples with Paul, it was getting clear and had a sense.

I think redo the examples by myself  and practice more would help a lot.

Example 1: McDonald's

     Core benefit: hunger

     Generic product: 

          - other brands, such as Subway, Burger King

          - coffee, Latte, cappuccino

          - snakes

          - muffin, lofe, salad

          - noodle or rice

          - cook at home

     Expected product:

          - taste good

          - fast

          - qualified

          - affordable

          - reliable

          - ...

     Augmented product:

          - combo

          - different choices 

          - drive through

          - parking free and lots of parking lots

          - 99 cents coffee

          - seasonal drink

          - kids area

          - birthday party for kids

          - kids combo with toy

          - ... 

     Emotional product:

          - relax, "I don't need to cook and clean"

          - relief, "I don't have any groceries"

          - pride, "I'm the best mother"

          - status, "I'm better than other kids" (kids' view)

          - fashion, "I have the newest toy" (kids' view)

          - successful, "I'v saved time"

          - ...

Example 2: A Pickup Truck

     Core benefit: transportation

     Generic product:

          - other brands, such as Toyota

          - buses

          - bicycles

          - walking

          - subway, sky strain

          - carpool

          - ...

     Expected product:

          - it works

          - warm in the winter, cool in the summer

          - affordable

          - reliable

          - flexible

          - ...

     Augmented product:

          - GPS system

          - panoramic sunroof

          - longer warranty

          - metallic paint
          - fingerprint lock

          - leather Interior

          - ...

     Emotional product:

          - I'm patriotism

          - I'm independent

          - I have freedom

          - I'm better than other men

          - I'm superior

          - powerful

          - I'm a challenger

          - I'm single and ready to hang out

          - .....

         

Example 3: A Mars Bar