A product exists on different levels. In the simplest approach to this model, a product has three levels – core, actual and augmented. Your task in this activity is to classify the offerings of a computer retailer into actual and augmented product levels.
(Note: Their core product is the need to produce/store files, documents, and calculations.)
ACTIVITY/TASK
- Computers
- Screens
- Newsletters
- Finance available
- Delivery
- Installation
- Personal advice
- A loyalty program
- Computer software
- Computer tables/chairs
- Repair service
- Internet site – for PC problems
- Warranty (free repair) period
- Help desk (website)
- Discount on future purchases
QUESTIONS
- Classify the above attributes into either actual or augmented product.
- Which aspects of the product design, do you think, provide greater value to consumers?
- Given this exercise is for a retailer; consider at what level (actual or augmented) can the retailer most effectively differentiate their store?
- Are there any risks associated with over-augmenting a product?