CORE BENEFIT : The benefit the customer is really
buying is satisfaction and indulgence. Magnum being a premium ice cream brand
has to offer these basic benefits to the customer in order to gain the customer
value.
BASIC PRODUCT : The basic product is
premium choco bar. A chocolate coated ice cream bar that gives a luxurious ice
cream experience.
EXPECTED PRODUCT: The expected
product of Magnum is that it would provide that quality others cannot. Magnum
is an adult focused ice cream brand, therefore it is important for the product
to meet the expectations of the young customers.
AUGMENTED PRODUCT: Augmented product
would be more variants and innovation in design and serving of the ice cream
bar as compared to other competitive ice cream brands. The brand would
introduce flavors above the customer expectations.
POTENTIAL PRODUCT: Potential product
would be introduction of Magnum in new jars. Novelties in ice cream is an
important factor for the growth of the potential product.
THE PRODUCT HIERARCHY
1. Need
family : Quality ice cream
2. Product
family : Food
3. Product
class : Ice cream
4. Product
line : Kwality walls
5. Product
type : Chocolate bar.
6. Item
: Magnum
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