Introduction to the Student Activity
Product augmentation is one of the three levels of a product, and is often used to help differentiate an everyday product in the market. Product augmentation is relatively straightforward for services, where additional support, information, and after sales service is provided – but it is a little trickier for physical goods.
In this exercise, students look at an ordinary everyday product, which no doubt they have consumed – either this brand or alternative offering – and their task is to outline the three product levels.
Product Augmentation Activity
Let’s review the product offering. As you can see, there is a serving suggestion shown on the packaging of the cup.
There is a lid at the top, which is resealable, and contains small drainage holes – so after the cup has been filled with hot water, it can be easily drained.
Inside the packaging, of course there are the noodles, as well as a fold-able plastic fork.
In addition, there are five flavor satchels, which the consumer can use to add or not – depending upon their taste preference.
- Describe this product in terms of its three levels of product = core value/need, actual product, and augmented product.
- Which consumers would be the main target market/s for this product?
- List the possible direct and indirect competitors for this product.
- Based on your knowledge of competing brands, how has this product been differentiated in the market?
- Finally, how important is product augmentation for this brand’s ability to differentiate and to win market share?