![]() ![]() ![]() In reality, we’re wanting the benefits the soap will deliver. By way of definition, the core product conveys the underlying benefit(s), which consumers and business users are actually seeking from every product they buy.Īctually, advertising and marketing professionals are correct in their belief that their customers do not want to buy their products! Rather, they believe that their customers want to buy the benefits that their products will ultimately deliver.įor instance, when we buy bath soap, we’re not really wanting a bar of soap. The core product dimension is an exceptionally important dimension within the product-planning framework. The core product is what most advertising and marketing professionals agree is the most important dimension of all three. Here are a number of actual product examples: Toothpaste, custom outdoor kitchens, refrigerators, Bathroom Renovations Gold Coast, pest control, footwear, car detailing, home maintenance, dentistry, business equipment loans and even a stall at the North Queensland Field Days. Note: In the context of this article, a ‘product’ may relate to tangible goods or intangible services. It is the bare value proposition (product) – without branding, packaging, a designated price, promotional activities or distribution channel considerations. As its name suggests, this component is the actual product. Let’s consider the actual product dimension for a moment. This is, because, it is the core product that should be our focus of appeal in the vast majority of our marketing communications activities.įrom the marketing messages on your website, to your print-based sales promotional material, through to your personal selling activities – understanding the core product is absolutely essential. Notably, in this article we’ll be emphasising the importance of the core product dimension. We’ll now take a brief look at the actual, core and augmented product dimensions. ![]() From a marketing standpoint, these three dimensions are the: In reality, there are three separate, yet closely related components to every product we buy or sell. There’s more to a product than the value proposition (product of value) we buy. To business marketers, however, a product must be considered in a broader context. We exchange money and in return we receive a product. In other words, to the broader population a product is nothing more than something we buy. To most people a product is a one-dimensional tangible good or intangible service. ![]()
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