The product we buy is an actual product as well as an augmented product but these products are made up of a core product. Whenever a consumer buys a product he buys an either actual or augmented product.
So, where does the core product stay? Let’s find out what it is, why it is important, and some examples so you can better understand what the core products are.
Definition of Core Product
A core product is a fundamental service or benefit a product offers to its buyers. It includes the primary benefits consumers get when they buy or use the product.
Let’s take an example – when you buy a toothbrush, the fundamental benefit you will get from it is cleaning the teeth. So the core product of a toothbrush is to clean the teeth, not the color, shape, and size it offers.
Core products are the concept only they are not developed yet. It is the idea that you have that your product will offer to your buyers.
This consists of the actual reason why consumers should buy your product and what benefits they will get after buying.
For example, if you are planning to make a biscuit, you think it primarily will satisfy consumers’ needs, which is the core benefit it will offer.
When you produce it and give it a physical look, it is now an actual product. And, if you add extra features to the biscuit that is termed an augmented product.
Five Levels of Product
To better understand what a core product is, let’s dive into different levels of the product. Philip Kotler, an American Marketing Author has provided us with five different levels of a product.
Core Benefit
Here, core benefit means the core product. It is the primary benefit the product will offer to consumers. It is the primary needs or wants consumers will satisfy by purchasing the product.
Let’s follow the previous example – you are planning to make a biscuit – you are now just in the idea stage of making your product. Your product’s i.e. biscuit’s core benefit will be satisfying consumers’ hunger needs.
Generic Product
Here, generic product means actual product. This is the product consumers buy and use to satisfy the purpose of their buying.
For example, when you produce the product i.e. biscuit, and make it recognizable through packaging, designing, and adding other attributes, now the product is ready to use.
Expected Product
This includes the set of attributes or characteristics consumers usually expect from a product. Here, what consumers expect from your biscuit is good taste, good packaging, etc.
Augmented Product
Augmented product includes the additional features that you offer in your product in addition to the actual product. For example, you may offer discounts, offer biscuits in many shapes, colors, etc.
Potential Product
As the name suggests, the potential product includes the augmentations and transformation that a product might undergo in the coming days. It includes your idea to add extra features to your product but you have not added it to the product yet.
Also Read: What is Actual Product?
Importance of Core Product
The other levels of product, such as actual and augmented have no meaning if the core product does not come with them.
The core benefit is what every consumer looks at when they are buying any items.
In addition, here are the main reasons that explain the importance of these products.
Solves Customers Problems
Core products are what satisfy the actual needs and solve the actual problems of consumers. Core products are the reasons consumers buy actual products.
Base For Actual and Augmented Products
Core products are the base for the actual and augmented products. Considering the aim or benefits of the core product the actual and augmented products are designed and marketed.
Base For Marketing
Actual products are the main factor for marketing in any firm. Packaging, designing, or any other additional features are the secondary attraction for people, first, they look at the primary benefits of the product.
Read More: Basics of Marketing Philosophy
Source of Benefits
The main reason consumers buy any product is the main benefit that the product provides to them.
Hence, the core product is the main source of sales and benefits to businesses.
Here are two additional points highlighting the importance of core products:
Foundation for Competitive Advantage
The core product defines the primary benefit or service that sets a product apart from competitors.
Businesses that excel in providing superior core benefits can establish a strong competitive advantage, leading to increased customer preference and market share.
Enhances Customer Loyalty
When the core product effectively fulfills consumers’ fundamental needs and expectations, it builds trust and satisfaction.
This creates a loyal customer base, encouraging repeat purchases and long-term brand loyalty.
Also Read: Kotler’s 5 Levels of Product with Examples
Examples of Core Product
Let’s see some examples of core products.
Toothbrush
Imagine standing in front of a dazzling shelf of toothbrushes, all varying in colors, shapes, and designs.
While these added features catch your eye, what truly matters is the toothbrush’s ability to clean your teeth effectively – that’s the core product. Without this essential benefit, even the fanciest toothbrush would lose its value.
Light Bulb
Think about a room plunged into darkness. You switch on a light bulb, and it illuminates the entire space. The core product here is the brightness it provides, solving the primary problem of darkness.
Whether the bulb comes with features like energy efficiency or a sleek design is secondary to its fundamental purpose of lighting up your world.
Restaurant
Picture walking into a restaurant after a long day, hungry and tired. The enticing aroma of freshly cooked food fills the air.
The core product of the restaurant is the food it serves and the comfort it offers. While friendly service or an Instagram-worthy ambiance is a bonus, it’s the meal and the satisfaction it brings that fulfill your needs.
Smartphone
When you buy a smartphone, the core product is its ability to connect you to the world through calls, messages, or the internet.
Sure, the sleek design, advanced cameras, and innovative features are exciting, but without the primary function of communication, the device wouldn’t serve its true purpose.
Read More: 4Ps of Marketing Mix
Airline Service
Imagine booking a flight for your dream vacation. The core product of an airline is transporting you safely and efficiently from one destination to another.
While in-flight meals, entertainment, or extra legroom enhance the experience, it’s the safe journey that remains the most critical aspect of the service.
Core Product Vs. Value Proposition
A core product refers to the primary benefit or solution a product provides to fulfill the consumer’s fundamental need. It is the essence of what the product offers, such as a toothbrush’s ability to clean teeth or a light bulb’s capability to provide brightness.
In contrast, a value proposition is a broader concept that encompasses the unique benefits and overall value a company promises to deliver to its customers.
It includes the core product but also factors in added benefits like quality, convenience, emotional appeal, or cost-effectiveness that differentiate the product or service in the market.
For example, while the core product of a smartphone is connectivity, its value proposition could highlight features like durability, innovative design, or seamless integration with other devices.
In summary, the core product solves a basic need, while the value proposition creates a compelling reason for customers to choose a specific product or brand.
Read Next: Consumer Buying Behavior
Sajan Kushmi is a content writer with more than 4 years of experience. He holds BIM Degree. He write on the topics related to Management, Marketing, and Entrepreneurship.