¿Cuáles son los 5 NIVELES de PRODUCTO de KOTLER?: Explicación y EJEMPLOS
Summary
TLDREste video explica los cinco niveles de productos según Kotler, que clasifican productos por sus características y beneficios al consumidor. Desde el beneficio básico hasta el producto potencial, se exploran cómo estos niveles ayudan a comparar productos con competidores y a incorporar innovaciones. Se dan ejemplos de productos como autos, detergentes y motores de búsqueda para ilustrar cada nivel, y se enfatiza la importancia de la innovación para crear valor y mejorar continuamente los productos.
Takeaways
- 📌 Kotler define cinco niveles de producto que ayudan a clasificar un producto según sus características y beneficios para el consumidor.
- 🔍 El primer nivel es el beneficio central, que representa la razón principal por la que un consumidor compra un producto, como escribir con un bolígrafo o trasladarse con un coche.
- 🖋️ El segundo nivel es el producto básico, que incluye las características mínimas que debe tener el producto para satisfacer el beneficio central, como un bolígrafo con tinta o un coche con ruedas.
- 📦 El tercer nivel es el producto esperado, que se refiere a las características que no son esenciales para el beneficio central, pero que los consumidores esperan encontrar, como el aire acondicionado en un coche.
- 💎 El cuarto nivel es el producto aumentado, con características adicionales que diferencian el producto en el mercado, como los asientos calefactados en un coche.
- 🚀 El quinto nivel es el producto potencial, que incluye características innovadoras que aún no existen en el mercado, como los coches voladores o los televisores con capacidad de emitir olores.
- 🌟 A medida que las características aumentadas se vuelven comunes, estas se convierten en características esperadas en el mercado.
- 🔧 La innovación no siempre es necesaria para mejorar un producto; a veces, basta con adoptar características aumentadas ya existentes en el mercado.
- 🛠️ Los ejemplos de productos en niveles potenciales incluyen detergentes que limpian en seco con spray o motores de búsqueda que leen pensamientos.
- 📊 Comprender estos niveles ayuda a las empresas a mejorar continuamente sus productos, adaptarse a los cambios del mercado y mantenerse competitivas.
Q & A
¿Cuáles son los cinco niveles de producto según Kotler?
-Los cinco niveles de producto según Kotler son: el beneficio básico, el producto básico, el producto esperado, el producto expandido y el producto potencial.
¿Qué es el beneficio básico en el primer nivel de producto?
-El beneficio básico es la razón por la cual un consumidor compra un producto, es el propósito que va a usarlo o la necesidad que va a satisfacer con él.
¿Cuáles son algunos ejemplos de características del producto básico para un bolígrafo y un automóvil?
-Para un bolígrafo, el producto básico incluiría tener un cuerpo que pueda sostenerse con una mano y un sistema que impida que el tinta se seque. Para un automóvil, incluiría tener cuatro ruedas, un motor, un volante y asientos.
¿Qué características definen el nivel del producto esperado?
-El producto esperado incluye un conjunto de características que no proporcionan el beneficio básico pero que se consideran normales en el mercado, como tener aire acondicionado o un radio en un automóvil.
¿Cómo se diferencia el producto expandido del producto esperado?
-El producto expandido presenta características que los consumidores encuentran atractivas pero que no todos los productos en el mercado tienen, como asientos calentados en un automóvil.
¿Qué se entiende por producto potencial según Kotler?
-El producto potencial es el nivel donde ocurren las innovaciones, incluye características que un producto podría tener pero que aún no ha incorporado ningún producto en el mercado.
¿Cómo pueden las empresas mejorar sus productos utilizando estos niveles de producto?
-Las empresas pueden mejorar sus productos incorporando características expandidas o innovando para crear características que aún no existen en el mercado, lo que les permite ofrecer un valor mayor a los consumidores.
¿Cómo se convierte un producto potencial en un producto expandido una vez lanzado al mercado?
-Un producto potencial se convierte en un producto expandido una vez que se lanza al mercado y ofrece características premium que los competidores no tienen, como el自动驾驶 en los automóviles.
¿Qué ejemplos se mencionan en el guion para ilustrar los niveles de producto en detergentes y motores de búsqueda?
-Para detergentes, se menciona que el nivel básico incluye una fórmula efectiva y compatibilidad con la lavadora, mientras que el nivel expandido podría ser la inclusión de cápsulas de detergente. Para motores de búsqueda, el nivel básico es una barra de búsqueda y un algoritmo, mientras que el nivel expandido podría ser la inclusión de servicios como Google Maps o Google Translator.
¿Cómo es importante la innovación en el nivel de producto potencial para las empresas?
-La innovación en el nivel de producto potencial es crucial para las empresas ya que les permite ser pioneras en el mercado, introduciendo nuevas tecnologías y funciones que aún no existen y ofreciendo así un valor diferenciado a los consumidores.
¿Cómo se puede aplicar la teoría de los niveles de producto de Kotler en la mejora continua de un producto?
-Se puede aplicar mejorando constantemente el producto con características nuevas e innovaciones, asegurándose de que las características expandidas se conviertan en la nueva norma del mercado y siempre buscando incorporar características potenciales que aún no existen.
Outlines
📚 Niveles de Producto de Kotler
Este video presenta los cinco niveles de producto según Kotler, que clasifican un producto según sus características y beneficios para el consumidor. El objetivo es identificar a qué nivel pertenece un producto, para compararlo con competidores y posibles innovaciones. Los niveles son: beneficio básico, producto básico, producto esperado, producto expandido y producto potencial. El beneficio básico es la razón de la compra, el producto básico incluye rasgos esenciales para satisfacer el beneficio, el producto esperado contiene características adicionales consideradas normales en el mercado, el producto expandido ofrece características atractivas que no todos los productos tienen, y el producto potencial es donde ocurren las innovaciones, con características que aún no existen en el mercado.
🚀 Innovación y Mejora de Productos
El video discute cómo la innovación y la mejora de productos pueden crear valor para el consumidor, haciendo su vida más fácil o proporcionando una experiencia más eficiente. Aunque no siempre es necesario innovar para mejorar un producto, es posible incorporar características premium de competidores exitosos. A medida que más marcas incorporan características expandidas, estas se convierten en estándares del mercado y se consideran características esperadas. El video utiliza ejemplos como el Mini Cooper y Toyota, y cómo características como ventanas eléctricas pasaron de ser un atributo premium a un estándar esperado. También se exploran los niveles de producto para detergentes y motores de búsqueda, destacando cómo los motores de búsqueda han incorporado características premium como mapas y servicios de navegación.
🔍 Comprensión y Aplicación de los Niveles de Producto
El video concluye enseñando a los espectadores a identificar el beneficio básico de un producto, las características necesarias para satisfacer ese beneficio (producto básico), las características esperadas por el mercado, las características premium que se pueden incorporar (producto expandido) y la capacidad de innovación para introducir nuevas tecnologías y funciones (producto potencial). Se enfatiza la importancia de comprender estos niveles para mejorar continuamente los productos y ofrecer mayor valor al consumidor, destacando la transición de características potenciales a expandidas una vez que se lanzan al mercado.
Mindmap
Keywords
💡Beneficio básico
💡Producto básico
💡Producto esperado
💡Producto ampliado
💡Producto potencial
💡Innovación
💡Competencia
💡Ciclo de vida del producto
💡Valor para el consumidor
💡Diferenciación
Highlights
Kotler defines five product levels based on product characteristics and benefits offered to the consumer.
Understanding the product level helps businesses compare with competitors and identify potential innovations.
The five product levels include: core benefit, basic product, expected product, expanded product, and potential product.
Core benefit refers to the primary reason why a consumer buys the product, such as using a pen to write or a car to travel.
The basic product includes necessary characteristics required to satisfy the core benefit, like wheels and an engine in a car.
Expected product level refers to features assumed as the norm, such as air conditioning in a car, even though it's not essential for transportation.
Expanded product level includes premium features that are not expected but can differentiate the product, such as heated car seats.
Potential product involves future innovations that are not yet on the market, such as flying cars or screens that transmit smells.
When a potential product feature is launched, it becomes part of the expanded product level, like autonomous cars becoming available.
Products evolve as expanded features become expected over time, such as electric windows in cars becoming a standard feature.
Companies can improve their products by incorporating expanded traits from competitors, even if they lack the capacity to innovate.
Examples of expanded traits becoming expected include Toyota introducing car customization after Mini Cooper made it popular.
In the detergent market, basic traits include washing clothes, while premium traits like detergent pods represent an expanded product.
Internet search engines have expanded features like maps and translators, enhancing usability beyond simple information retrieval.
Future innovations in search engines could include thought-based search, demonstrating the potential product level.
Transcripts
Hello! In this video we are going to learn Kotler's five product levels.
Prof. Kotler defined five levels in which a product can be classified depending on the characteristics it has
and the benefits it offers to the consumer. Unveiling to which level our product belongs to will allow us to
find out how it compares with the competitors' and what new features we could we incorporate to
offer a new innovation or improvement of it. The five levels Prof. Kotler defines for products are the following.
The first level is the core benefit. The second level is the basic product. The third
level is the expected product. The fourth one is the expanded product and finally, the fifth level, is the potential product.
What do these names mean? Let's see! First we have the core benefit. This is
the reason why a consumer buys a product, what purpose is it going to use it for
or the need the consumer is going to satisfy with it. For example, when we buy a pen it might be because we
want to write. Or when we buy a car it might be because we want to go from one place to another.
The second level is the basic product. This level includes all the traits and characteristics a product
must have to satisfy the core benefit. For example, in the case of the pen we just bought,
the basic characteristics to satisfy the need of writing are include that the pen has a body
that we can grasp with one hand, or that it has some system that protects the ink from drying and keeps it inside the pen.
Those characteristics are needed to provide the core benefit. In the case of the car, in order to take us from one place
to another it needs four wheels, an engine, a steering wheel, seats, etc. Without these we wouldn't get
our need satisfied. Then we get to the expected product. This is the set of product characteristics
that do not provide the core benefit but assumed as normal in the market. For example, in the case of the car,
the expected product level would include having a radio, a USB port,
air conditioning, etc. These are extra attributes that to not satisfy the core need of transportation.
For transporting we do need wheels but we do not need air conditioning.
However, if as consumers we go to a car dealer and once there we are told
that certain car model does not have air conditioning or a radio, we are going to be really surprised as all cars have them
and consumers assume that is not acceptable that a product lacks them. All our competitors have them too!
Another clear example is the case of television or computer screens. As time goes by the basic quality that
is assumed to be normal by the consumer is higher and higher. If the image in our screen suddenly gets
very pixelated, even though the content can still be seen and understood, as consumers we will not accept it.
Next we get to the expanded (or extended) product level. We say a product is in the expanded level
when it features characteristics that consumers find appealing but not all the products
in the market have them. This characteristics differentiate the product with premium traits cosumers would like.
Let's think again on the example of the pen we bought before. A basic pen comes with ink that writes legibly,
However few pens come with a small rubber that erases that ink! That is an expanded product characteristic as
is something not expected in a pen, not all pens have it offer and consumers might like that extra feature better.
In the example of our car, an expanded product trait would be heated seats. Not all models have them but the consumer
appreciates them so much that they might be willing to pay a premium price just to have that expanded product trait.
If we are buying a car and we are told that it does not have heated seats, well, is not a big deal, is was not expected.
But if the car has them we are going to be pleasantly surprised and think that the car is quite premium. Finally
we have reached the potential product. He is where innovations occur. Here we have the traits a product could have
but no product in the market has yet incorporated them. The consumer might not even imagined they are posible.
In the potential level we must imagine, innovate and create the future of the product so we are the first ones in
launching it to the market. For example in the case of cars, we could research and develop flying cars!
A more realistic example is the case of Google or Tesla, they are working on developing autonomous cars.
The moment a potential product is launched to the market it becomes an expanded product. When certain cars
offer autonomous driving and competitors do not, the product would be expanded, premium.
But this is not the case yet, it is still in the potential level. In the case of screens, for example, they could
communicate not only images and sounds but also smells to the viewers, for example.
Imagine you are watching a cooking show at home and you smell the food. You have to imagine it because you cannot buy
such a screen. But the moment it it is launched it would be a potential product. In the potential product level
we must be creative and imagine what a product could become. Think about what traits could be added and
the characteristics that would improve the way in which a consumer would interact with it. Look at those products
in the market that offer expanded traits, the most premium ones and the ones that incorporate the latest innovations.
How could we improve them? What new traits can you imagine in them?
When we manage to make such innovations and make that new feature real, the potential product
becomes an expanded product: a product that is available to buy, but is premium, different from the rest.
When we innovate we create value for the consumer. Make their life easies or have a better and more efficient experience.
However it is not necessary that we innovate to improve our products. We do not have to!
There are times when companies do not have the capacity or resources to innovate, this does not mean that they cannot work in
delivering better products to the market. Improving our products can also be achieved when we have products with expected
traits, very common characteristics all competitors have, and we want to work towards improving them.
In those cases, we would look at those competitors that offer expanded traits, innovations that already exist and work towards adding them to our own product.
An example of this is Mini Cooper and Toyota. Mini allows huge customization of the car colors and designs,
and Toyota has started incorporating that to some of its younger and smaller models.
It is not an innovation as such customization already existed, but it made Toyota scale a product level.
As more brands incorporate an expanded trait, this trait becomes a market standard, it becomes an expected trait.
For example, when electric windows were first introduced in cars they were a premium option, an expanded trait.
Manual windows were the norm, they were expected, and the electric alternative was something only some models had.
If a car did not have electric windows, well, it was not a big deal, it was just an expected car.
However, these days electric windows are no longer a premium trait, they have become expected. If we are told our car will come with manual windows
we would be shocked as the electric ones are the new norm. They are not premium but not having them is not acceptable.
That's how we will play with the different product levels to improve our products and become aware of how
expanded characteristics turn to expected as they become the new norm.
Therefore our products would be in continuous improvement incorporating new features and new innovations so our brand keeps delivering higher value.
Let's see the example of detergent. Detergent is a product that satisfies a need, which is
keeping our clothes clean. That is its core benefit. What would be the basic product level?
What characteristics detergent must have to fulfill our need to keep our clothes clean. Enough product, a successful formula,
compatibility with our washing machine, etc.
If we needed 5 liters of certain detergent almost no washing machine would be able to use it, therefore we wouldn't be able
to clean our clothes with it. What is the expected product level of detergent?
All the characteristics that do not contribute to washing our clothes but that are the market norm. For example, being gentle with our skin.
If we find out a detergent that is extremely good at cleaning but that irritates our skin when we touch it
we will probably not want it. It is a characteristic that does not contribute to the need satisfaction but
the consumer expects it. Then we have the expanded product. Some detergents in the market
offer some premium traits, some special characteristics other brands don't. These traits are not expected but are positively valued.
For example, some brands offer detergent pods or capsules. Other brands do not but that is ok as well. Those consumers that
value detergent pods will be willing to pay an extra price for them.
Finally, we move to the potential product level. What innovation could happen in the market of detergents
that does not yet exist. Perhaps a spray that dry-cleans your clothes at any time.
That's the product level where detergent companies must get creative and innovate
or create products that do not yet exist and that deliver value to consumers.
Here we have a second example: internet search engines. In this case notice that we have a product that
is not physical but is digital. The core benefit of internet search engines is
to find information. What would be the basic product level of internet search engines?
What characteristics do they need to have so we can find information? A search bar to write our search words
and a code or algorithm that runs the search. However, internet search engines have incorporated other
characteristics that are not so necessary to find information but as consumers we expect them, such as
filter the results by images, filter by news, by videos and filter them again, for example, by size, date or quality
so it's easier and faster for us to find what ww need.
Such options do not contribute to the information search, only to our experience as users. They are at the expected product level.
Then we have the augmented product some special or premium traits that make our product deliver a higher value.
Not all search engines have them but those who have them stand out and are preferred by the consumer.
In the case of Google, they offer maps, a navigation service, or a translator.
This expands information search to places or texts. They also have a separate app for them that improves, even more, the usability.
Not all search engines offer this kind of search or apps, but Google does so
It's an augmented feature. and Finally, we have the potential product level. What could Google offer consumers
that does not yet exist in the market but that can innovate and be able to create customer value?
One of the latest innovations that went from potential to expanded is running searches
by just using our words through Siri.
Perhaps a product that could be incorporated in the future would be to search for information
simply by using our thoughts. Having Google reading our thinking
and displaying the information we need. In this case, Google would have to invest
time and money in research and development to be able to achieve this and be the first engine to incorporate such a tool
into the market. At the end of this chapter, we should know: 1) what is the core benefit a product offers,
why people buy it for and what need does it satisfy.
This is essential to build product offers that satisfy the need very well before they start incorporating extra features.
2) what are the attributes the product needs to satisfy that need.
The basic product. 3) Then, which are the attributes that are not
associated with satisfying the need but are assumed as the norm in the market, the expected product.
Not having these attributes will penalize us in the market. 4) Then we have the premium attributes that we can incorporate: the expanded product level.
Not all brands offer them but they are valued by the consumer. We should evaluate if it's worth it for us
to incorporate such features if other brands are being successful by having them.
5) Finally, we have our innovation capacity, how could we improve our products with
new technologies and functions that do not yet exist and be the first ones to introduce them into the market.
This is all for Kotler's product levels. To learn more about product portfolio management
please watch the following videos. Thank you and see you soon!
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