The ACTUAL product is the tangible physical product You can get some use out of

The actual product is the tangible physical product

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The ACTUAL product is the tangible, physical product. You can get some use out of it. Again, with the Mudim sauce, it is the condiments that you test the taste, buy and then use it in daily life. You can taste it. The actual product is what the average person would think of under the generic banner of product. The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So, when you buy Mudim sauce, part of the augmented product would be the expiry date, the manufactured and warranty date is notable on the product packaging for seller and buyer reference. The augmented product is an important way to tailor the core or actual product to the needs of an individual customer. The features of augmented products can be converted in to benefits for individuals.
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Features and benefits of a product are also relevant to the three levels of the product. Products tend to have a whole series of features but only a small number of benefits to the actual consumer. Let’s look at this another way, if you buy a Mudim sauce, it has many uses; for example, you can eat alone or you can eat with family or friends. You can also bring to overseas. It can be stored in any conditions and can be transferred to smaller container. Sauce are needed by everyone, so you can always share it. These are all examples of uses to the consumer. However, a consumer may buy it because he or she wants to make food taste better and use the sauce to ease his/her works in cooking. Make things easier is the benefit to the consumer. The consistent marketer will aim to discover the consumer’s preference for benefits and will match individual features to the preference. Kicap Mudim currently produce few types of sauces which is Kicap Lemak, Kicap Lemak Manis and Kicap Manis. It comes in few sizes and can be used in family, gathering, office, as well a doorgift. That is why professional salespeople for example, often ask many questions whereas a novice salesperson will just tell you the features of the product. Currently, Kicap Mudim is marketize in Northen Malaysia which is Kedah, Penang and Perlis. It’s a household choice and you can see almost all restaurant serve Mudim sauce to customer. It served with putting the bottle on the dining table or mix the sauces with chilis and ginger to create a better sauce condiment. New Product Development will take in to account the consumer’s preference for benefits over features by considering research into their needs. It aims to satisfy and anticipate needs and delivers products which offer benefits at the core, actual and augmented levels. New Product Development might offer a replacement product for a current line, it could add products to the current line, it could discover new product lines and sometimes it delivers very innovative products which the world might not have seen before.
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  • Fall '15
  • student
  • Marketing, Uitm, mudim, Groupreport, Mkt420

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