Actual Product

It is a consumable product, which can also be a service or idea that a customer is purchasing. Contrary to the overall consumer perception of a product, there are actually three different levels which include the core, actual and the augmented product.

The core product is also known as an added value benefit or what the actual product’s value to the consumer may be. This can be added convenience or how it enhances or improves on or solves a problem for the consumer. Products tend to have a whole series of features but may only provide a small number of benefits to the actual consumer.

The actual product is the tangible, physical product and what the average person would think of under the generic banner of product. And when combined with the augmented product, like a warranty or customer service after the sale, the core gains its value.

Marketers will aim to discover the consumer’s preference for benefits and will match individual features to the preference. That is why professional salespeople for example, often ask many questions whereas a novice salesperson will just tell you the features of the product.

In regard to new product research and development, there is great care to incorporate all three elements to satisfy and also anticipate consumer needs as well as deliver products that offer benefits at the core, actual and augmented levels.