Augmented Product

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  • Post last modified:November 27, 2023
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In marketing, the augmented product refers to the additional features, services, or benefits that accompany the core product to enhance its value and meet the diverse needs of customers. The augmented product goes beyond the basic attributes of the core product, providing a more comprehensive and satisfying consumer experience.

The concept of augmented product is part of the product hierarchy, which includes three levels: core product, actual product, and augmented product.

1. **Core Product:**
– The core product is the fundamental benefit or service that meets the basic needs of the consumer. For example, the core product of a smartphone is communication.

2. **Actual Product:**
– The actual product includes the tangible features and characteristics that make up the physical product. For a smartphone, this might include the design, specifications, and functionalities.

3. **Augmented Product:**
– The augmented product encompasses additional elements that enhance the overall offering and differentiate it from competitors. These elements are not necessarily physical but contribute to the perceived value and satisfaction of the consumer.

Examples of augmented product elements include:

– **Warranty and Support:** Offering an extended warranty or excellent customer support services can enhance the perceived value of the product. Customers feel more confident in their purchase when they know they have support in case of issues.

– **After-Sales Services:** Providing services such as installation, maintenance, or training can be part of the augmented product. This is common in industries like appliances, where companies offer installation services for purchased products.

– **Accessories and Add-ons:** Offering a range of accessories or add-ons allows customers to customize their product and enhance its capabilities. This is common in industries like electronics and automotive.

– **Brand Image and Reputation:** The reputation and image of the brand can be considered part of the augmented product. A strong brand can influence customers’ perceptions and preferences.

– **Delivery and Convenience:** Fast and reliable delivery, along with convenient purchasing options, can contribute to the augmented product. Online retailers, for example, may offer free and fast shipping to enhance customer satisfaction.

– **Customer Loyalty Programs:** Loyalty programs that offer rewards, discounts, or exclusive access can be part of the augmented product. These programs encourage repeat business and build a long-term relationship with customers.

The augmented product is an essential concept in marketing strategy, as it allows companies to create a more competitive and compelling offering. By understanding and delivering on customer needs beyond the basic product features, companies can build stronger relationships with their target audience and differentiate themselves in the market. The augmented product strategy contributes to customer satisfaction, loyalty, and a positive brand image.