The concept of the augmented product arises from the need to differentiate a generic product from those of its competitors. Brands cannot exist in the long-run unless consumers can distinguish it from others. The more distinctive a brand position, with favorable attributes that the customer considers important, the less likelihood that a customer will accept a substitute.
To attract and retain consumers, the brand must convince them that it is relevant to the consumer’s individual needs. In order to do that, marketers must understand what a consumer segment considers as the core benefit of the product (generic product) and what their expectations are from the brand (expected product).
The augmented product refers to services and other activities that support the marketing of the main (or core) product. The augmented product comprises the totality of features of a product. It includes the core benefits and any numbers of ‘add-on’ or premium benefits, which makes the product more acceptable to certain segments of the markets.
This definition is wider than the mere provision of after sales services and warranty back up which form part of this definition; it also includes sales persons, service personnel, transportation and, where appropriate, assembly or construction of the product at the customer’s home or workplace. In other words, the augmented product encompasses everything surrounding the service and its delivery, including intangible attributes such as accessibility and atmosphere.
It also includes all aspects of the commercial transaction of the purchase itself and the provision of credit when required. In many modern marketing situations, the value of the augmented product is often deemed to be at least as important as the core product.The Three Layers involved in Augmented Products are further detailed below;
There are three layer involved:
1. The core layer : The core product is usually undifferentiated. The core product is what