How can you use Kotler's 5 product levels to make your campaign stand out?

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As a marketing campaign manager, you know how important it is to differentiate your product from the competition and communicate its value to your target audience. But do you know how to use Kotler's 5 product levels to make your campaign stand out? Kotler's 5 product levels are a framework that helps you understand and design your product offering from the perspective of the customer. By applying this framework, you can create a campaign that appeals to the customer's needs, wants, and expectations at different levels of the product experience. Here are the 5 product levels and how you can use them to craft a compelling campaign.

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Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming…

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Praveen Das

Co-founder at factors.ai | Signal-based marketing for high-growth B2B companies | I write about my founder journey, GTM…
Carolina Rodríguez Vásquez

INTL Marketing Campaign Manager | CX | MBA | Digital Marketing | University speaker

1 Core Product

The core product is the basic benefit or solution that your product provides to the customer. It is the answer to the question: what problem does your product solve or what need does it satisfy? For example, if you are selling a car, the core product is transportation. To use the core product level in your campaign, you need to identify and highlight the main pain point or desire that your product addresses for your customer. You need to show them how your product can help them achieve their goals, overcome their challenges, or improve their situation.

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Vlad Mukhin

CMO | Marketing advisor | EdTech & Performance Marketing
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To make your campaign stand out for the Core Product using Kotler's 5 product levels, focus on enhancing the Core Product's features and benefits. Highlight the unique selling points that differentiate your product from competitors. Emphasize the quality, performance, and reliability of the Core Product to appeal to customers' needs and desires. Use marketing strategies that showcase how the Core Product solves a specific problem or fulfills a particular desire for the target audience. By effectively communicating the value of the Core Product at its fundamental level, you can differentiate your campaign and attract customers seeking the core benefits your product offers.

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Uriel Figueroa

Marketing Coordinator @ Maintenance, Inc. & Subsidiaries
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To stand out using Kotler's 5 product levels: 1. Emphasize core benefits in messaging. 2. Enhance product features for differentiation. 3. Exceed expectations with quality and reliability. 4. Provide value-added services for an enhanced experience. 5. Innovate to anticipate future customer needs, staying ahead of the competition.

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2 Actual Product

The actual product is the tangible or intangible features and attributes that make up your product. It is the answer to the question: what are the characteristics or specifications of your product? For example, if you are selling a car, the actual product is the model, brand, design, color, engine, etc. To use the actual product level in your campaign, you need to showcase and emphasize the unique selling proposition (USP) of your product. You need to show them how your product is different from or better than the alternatives in terms of quality, performance, functionality, reliability, etc.

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3 Augmented Product

The augmented product is the additional value or service that your product offers to the customer. It is the answer to the question: what are the extra benefits or advantages that your product delivers? For example, if you are selling a car, the augmented product is the warranty, maintenance, financing, insurance, etc. To use the augmented product level in your campaign, you need to demonstrate and promote the value proposition of your product. You need to show them how your product can enhance their experience, satisfaction, loyalty, or retention.

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Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming ? Tech ? EdTech
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Elevate your campaign by applying Kotler's 5 product levels like Apple did with the iPhone in 2020. Imagine Apple focusing on the Augmented Product by offering seamless integration with iCloud, exclusive access to Apple Music, and exceptional customer service. This not only differentiated the iPhone from competitors but also created a loyal customer base willing to pay premium prices. By emphasizing the Augmented Product, you can add unique features and services that make your campaign stand out, just like Apple made the iPhone more than just a smartphone.

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4 Potential Product

The potential product is the future or possible improvements or extensions that your product can provide to the customer. It is the answer to the question: what are the new or emerging opportunities or needs that your product can address? For example, if you are selling a car, the potential product is the innovation, customization, sustainability, etc. To use the potential product level in your campaign, you need to anticipate and inspire the customer's aspirations, curiosity, or imagination. You need to show them how your product can evolve, adapt, or transform to meet their changing or emerging needs.

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Carolina Rodríguez Vásquez

INTL Marketing Campaign Manager | CX | MBA | Digital Marketing | University speaker
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Using Kotler's 5 product levels can help make your campaign stand out by focusing on the potential product. Highlight the augmented features and benefits beyond the core product, such as warranties, customer support, or exclusive access. Emphasize the emotional and experiential aspects to differentiate your offering. Craft marketing messages that showcase the added value and unique selling propositions to resonate with your target audience and set your campaign apart from competitors.

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5 Generic Product

The generic product is the basic or essential function or category that your product belongs to. It is the answer to the question: what is the type or nature of your product? For example, if you are selling a car, the generic product is a vehicle. To use the generic product level in your campaign, you need to position and differentiate your product from the other products in the same category. You need to show them how your product is superior, distinctive, or relevant in terms of the generic product level.

By using Kotler's 5 product levels in your campaign, you can create a more holistic and persuasive message that connects with your customer at different stages of their decision-making process. You can also leverage the 5 product levels to segment your market, tailor your offer, and optimize your pricing strategy. Kotler's 5 product levels are a powerful tool that can help you make your campaign stand out and achieve your marketing objectives.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Praveen Das

Co-founder at factors.ai | Signal-based marketing for high-growth B2B companies | I write about my founder journey, GTM growth tactics & tech trends
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In ads, showcase the product's core benefits, then emphasize how it meets and exceeds customer expectations. Core Product: Highlight the main function or benefit. Expected Product: Show how it fulfills common customer needs and desires. Augmented Product: Feature unique aspects like personalized options or exclusive access. Potential Product: Hint at future upgrades or innovations. Say you're advertising a new fitness tracker: Core Product: "Track your workouts with precision." Expected Product: "Stay motivated with real-time stats and progress reports." Augmented Product: "Get personalized fitness plans and join a community of achievers." Potential Product: "Look forward to future updates with new features and integrations."

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How can you use Kotler's 5 product levels to make your campaign stand out?

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1 Core Product

2 Actual Product

3 Augmented Product

4 Potential Product

5 Generic Product

6 Here’s what else to consider

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