Product levels and linkage with the 3 C’s

In order to shape this abstract value, Kotler uses five product levels in which a product is located from the perception of the consumer. These five product levels indicate the value that consumers attach to a product.

1. Core benefit of the Product

This is the basic product and the focus is on the purpose for which the product is intended. In Dettol liquid, The intended purpose is to satisfy the requirement of germ protection. Dettol Liquid acts as an Antiseptic Solution to consumers for satisfying their hygienic requirements from germ protection. Per the 3 C’s model, this is the zone that the customer resides in.

2. Generic Product

This represents all the qualities of the product. The packaging, color, experience while using etc.. Dettol Antiseptic Liquid has certain strong, distinct association - , for instance, its trademark smell. Another characteristic is its amber gold color. The third being the ‘clouding’ effect that is observed when it is added to water. Dettol’s packaging is also very distinct. The green & white colors are generally associated with hospitals, thus reonforcing the '100% protection' . This level rests in the hands of the Company in the 3C's model, as they design the product per the perceived requirement of the consumer.

3. Expected Product

This is about all aspects the consumer expects to get when they purchase a product.Dettol Antiseptic Liquid is expected to provide antiseptic relief to its consumers. The consumers await the burning sensation when it is applied on cuts and wounds.Consumers see Dettol as effective and as a product that guarantees protection from germs. This is where the Competitors and consumers fit in, per the 3C’s model as well. As the consumers have a certain level of expectation from the product performance; and the competitors have a benchmark to exceed so as to gain market share.

4. Augmented Product

The ccompetitors and the Company both work on augmenting the product to deliver a unique value to the customers and thus distinguishing itself from the plethora of competitors.

5. Potential Product

This is about augmentations and transformations that the product may undergo in the future.For instance, Dettol could come up with various products like antiseptic oil or antiperspirant deodorants etc.