Harness Money

The concept of augmented product is a part of the product hierarchy, which categorizes products based on their different levels of features and benefits. The levels in the product hierarchy include the core product, the actual product, and the augmented product.

1. Core Product: This is the basic benefit or service that the customer is seeking. For example, if someone buys a car, the core product is transportation.
2. Actual Product: This level includes the tangible features and attributes of the product that differentiate it from competitors. Using the car example, this might include the make and model, design, engine specifications, and other physical characteristics.
3. Augmented Product: The augmented product is the additional value or features beyond the actual product that enhance its appeal and make it stand out in the market. These features go beyond the basic functionality and are not necessarily physical attributes. They are added to differentiate the product and provide additional benefits to the customer.

The augmented product can include various elements such as:

• Warranty: Extended or comprehensive warranties that provide customers with a sense of security and confidence in the product’s quality.
• Customer Support: Access to customer service, helplines, or online support can be considered part of the augmented product.
• Delivery and Installation: If a product is delivered and installed as part of the purchase, these services contribute to the augmented product.
• After-Sales Services: Services provided after the sale, such as maintenance, repairs, or software updates, can be part of the augmented product.
• Brand Image and Reputation: The brand’s reputation and image can be a significant part of the augmented product, influencing customers’ perceptions and loyalty.
• Financing Options: Offering flexible payment plans or financing options can also be considered part of the augmented product.

The augmented product concept recognizes that customers often seek more than just the core functionality or physical attributes of a product. Companies add these extra elements to create a unique selling proposition, build brand loyalty, and meet the evolving needs and expectations of consumers.

Understanding and enhancing the augmented product can be a crucial aspect of marketing strategy, as it involves not only the features of the physical product but also the entire package of benefits and services that surround it.