What Is The Total Product

Understanding the Total Product: Beyond the Tangible Offering

What is a total product? It's more than just the physical item you hold in your hand or the software you download. The total product encompasses everything a customer receives when they make a purchase – a holistic experience that goes far beyond the core product itself. This article will delve deep into the concept of the total product, exploring its different layers, its importance in marketing, and providing practical examples to solidify your understanding. By the end, you'll be able to identify and analyze the total product offered by any business, and understand how to leverage this concept to enhance your own offerings.

Decomposing the Total Product: The Five Levels

The total product concept can be broken down into five distinct levels, each building upon the previous one. Understanding these levels is crucial to crafting a truly compelling and competitive offering.

1. Core Benefit: The Fundamental Need

At the heart of every product lies the core benefit – the fundamental problem it solves or the need it fulfills for the customer. This is the reason people buy the product in the first place. It's intangible, yet immensely important. For example, the core benefit of a car isn't the metal chassis and engine, but transportation. The core benefit of a smartphone isn't the screen and processor, but communication and connectivity.

Defining the core benefit is the first step in building a successful total product. It ensures the product aligns with customer needs and desires. Without a clear understanding of the core benefit, marketing efforts become fragmented and ineffective.

2. Basic Product: The Functional Offering

The basic product is the tangible good or service that delivers the core benefit. It's the simplest form of the product, focusing solely on the functionality. In the car example, the basic product is the vehicle itself – a machine capable of transporting people and goods. For the smartphone, it's the device with basic calling and texting capabilities.

This level focuses on the functional attributes of the product. It's the minimum viable product (MVP) required to meet the core benefit. While functional, it may lack the features and enhancements found in higher levels of the total product.

3. Expected Product: Meeting Customer Expectations

The expected product encompasses all the attributes and features customers expect from a product in its category. This goes beyond the basic functionality and includes things like warranty, reliable performance, and acceptable quality. For the car, it includes features like safety belts, headlights, and a functional engine. For the smartphone, it includes features like a user-friendly interface, sufficient battery life, and reliable connectivity.

Failing to deliver on the expected product leads to customer dissatisfaction and negatively impacts brand reputation. It's crucial to thoroughly research customer expectations and design the product accordingly.

4. Augmented Product: Differentiating Features and Services

The augmented product distinguishes a product from its competitors. This level incorporates additional features, services, and benefits that go beyond customer expectations. For a car, this could include advanced safety features like lane departure warning, premium sound systems, or a luxury interior. For a smartphone, this could include features like advanced camera technology, fast charging capabilities, or water resistance.

The augmented product is a powerful tool for differentiation and creating a competitive advantage. It adds value for the customer and justifies a higher price point. This is where innovation and creativity play a significant role.

5. Potential Product: Future Enhancements and Innovations

The potential product represents future possibilities and innovations. It focuses on potential enhancements and improvements that could be added to the product in the future. This level is constantly evolving based on customer feedback, technological advancements, and market trends. For a car, it could include autonomous driving capabilities, advanced AI-powered assistants, or integration with smart home systems. For a smartphone, it could include improvements to artificial intelligence, augmented reality features, or more sustainable manufacturing processes.

The potential product keeps the product relevant and competitive in the long term. It demonstrates a commitment to continuous improvement and innovation.

The Importance of the Total Product in Marketing

Understanding the total product is paramount for effective marketing strategies. A strong total product offering allows businesses to:

• Enhance Customer Value: By offering a comprehensive and satisfying experience, businesses increase the perceived value of their product.
• Build Brand Loyalty: Positive experiences at all levels of the total product foster strong customer relationships and loyalty.
• Achieve Competitive Advantage: Differentiating the product through augmented product features creates a distinct edge in the market.
• Improve Pricing Strategies: A richer total product justifies a higher price point, increasing profitability.
• Boost Customer Acquisition and Retention: A superior total product leads to increased customer acquisition and improved customer retention rates.

Practical Examples of Total Product Strategies

Let's look at some real-world examples to illustrate these concepts:

Example 1: Starbucks

• Core Benefit: A relaxing and energizing experience.
• Basic Product: Coffee and other beverages.
• Expected Product: Good quality coffee, clean environment, friendly service.
• Augmented Product: Comfortable seating, free Wi-Fi, loyalty programs, personalized service, seasonal drinks.
• Potential Product: More sustainable practices, personalized drink recommendations through AI, mobile ordering integration with other services.

Example 2: Apple iPhone

• Core Benefit: Communication and connectivity.
• Basic Product: A smartphone with basic calling and texting features.
• Expected Product: High-quality screen, reliable performance, user-friendly interface.
• Augmented Product: App Store ecosystem, high-quality camera, advanced processor, sleek design, iCloud storage.
• Potential Product: More advanced augmented reality features, improved health tracking capabilities, even more seamless integration with Apple devices.

Example 3: A Simple Pen

Even a simple product like a pen can be analyzed through the lens of the total product:

• Core Benefit: Writing.
• Basic Product: A pen that writes.
• Expected Product: Smooth ink flow, comfortable grip, durable construction.
• Augmented Product: Ergonomic design, refillable cartridge, stylish appearance, special ink colours.
• Potential Product: Smart pen with digital ink capabilities, eco-friendly materials, personalized engraving options.

Frequently Asked Questions (FAQ)

Q: How does the total product differ from a product bundle?

A: While both involve offering more than just a single item, a product bundle focuses on combining multiple distinct products into a single package at a discounted price. The total product encompasses all aspects of the customer experience, including intangible elements like customer service and brand reputation, extending beyond just a collection of goods.

Q: Is the total product important for all businesses, regardless of size or industry?

A: Yes, understanding and optimizing the total product is beneficial for businesses of all sizes and across all industries. Even a small business can leverage the total product concept to create a memorable customer experience and build a loyal following.

Q: How can I assess my own total product offering?

A: Conduct thorough customer research, analyze competitor offerings, and evaluate your product across the five levels discussed above. Gather feedback from customers, and regularly assess your product’s ability to meet and exceed expectations.

Q: How often should I reassess my total product?

A: Regularly reassessing your total product is crucial. Market dynamics, technological advancements, and customer expectations constantly evolve, requiring continuous adaptation. Aim for periodic reviews, ideally integrating customer feedback into the process.

Conclusion

The total product is a powerful concept that goes beyond the physical or functional aspects of a product. By understanding the core benefit, basic product, expected product, augmented product, and potential product, businesses can create a holistic offering that delights customers, builds brand loyalty, and achieves a competitive advantage. Remember, the total product is a journey, not a destination. Continuous improvement and adaptation are key to long-term success. By focusing on delivering a superior total product experience, businesses can cultivate a thriving customer base and achieve sustainable growth.