To most people a product is a one-dimensional tangible good or intangible service. In other words, to the broader population a product is nothing more than something we buy. We exchange money and in return we receive a product.

To business marketers, however, a product must be considered in a broader context. There’s more to a product than the value proposition (product of value) we buy. Much more.

In reality, there are three separate, yet closely related components to every product we buy or sell. From a marketing standpoint, these three dimensions are the:

1. Actual product;
2. Core product; and
3. Augmented product.

We’ll now take a brief look at the actual, core and augmented product dimensions. Notably, in this article we’ll be emphasising the importance of the core product dimension. This is, because, it is the core product that should be our focus of appeal in the vast majority of our marketing communications activities.

From 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.

The actual product

Let’s consider the actual product dimension for a moment. As its name suggests, this component is the actual product. It is the bare value proposition (product) – without branding, packaging, a designated price, promotional activities or distribution channel considerations.

Note: In the context of this article, a ‘product’ may relate to tangible goods or intangible services. 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.

The core product

The core product is what most advertising and marketing professionals agree is the most important dimension of all three.

The core product dimension is an exceptionally important dimension within the product-planning framework. 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.

Actually, 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.

For instance, when we buy bath soap, we’re not really wanting a bar of soap. In reality, we’re wanting the benefits the soap will deliver. That is, for example, “A clean and fresh body”.

As another example, when our clients perform a Google search, looking for cheap website design, what they’re really looking for is: “An affordable, effective means by which to promote their business, goods or services, on the internet”.

Recently, Pizza Hut aired a TV advertisement in Australia. The commercial did a brilliant job in terms of showing how a single product often has multiple core product focuses of appeal.

Watch the YouTube video, below, to see what we’re really wanting when we order pizza.

Pizza Hut – core product example

The augmented product

The augmented product is sometimes called the extended product. It is an extension of our actual product. The augmented product dimension requires us to develop our product’s features and attributes. These might include:

• Brand name or trade mark;
• Price;
• Level of quality;
• Packaging design;
• Size variations;
• Colour choice;
• Flavour varieties;
• Service support;
• Warranties and guarantees;
• Extended credit terms;
• Installation; and
• Return policies.

Collectively these features and attributes enhance the value of our products’ total worth. And, many of these features are capable of reducing our customers’ post-purchase anxiety (buyer’s remorse).

Exceptions to the actual, core and augmented product rule

This article has placed particular importance of core product dimension. Although this is justified, there is one very notable exception to this rule. That is, in terms of digital / internet marketing, consumers do not perform internet searches based on the core product dimension. Instead, it is critically important to understand that consumers search for the actual product (good, service or solution to their problem).

Furthermore, this exception is of extreme importance if one’s business is heavily reliant upon Search Engine Optimisation (SEO). To illustrate this, let’s consider the following two examples:

Let’s imagine you reside in Sydney, Australia. Moreover, you own a business and wish to sell it. In your quest to find a company that is capable of selling your business, it is unlikely that your search query would be: “Reputable, ethical and highly successful business sales specialists.” Rather, it’s more likely your search query would be related to what you actually need. In this case, a “Business Sales Broker Sydney“.

Next, we’ll presume you reside in Shailer Park, Queensland. In this example, let’s say your hair is looking especially untidy. Would you jump on Google, searching for “Local business to make me look and feel stunning” or would you search for what you actually require?  That is, in this case, “Hairdressers Shailer Park“?