The main product is the benefit of a product that satisfies the customer’s needs, while the actual product includes branding and style, and the augmented product includes after-sales service and warranty. Companies must maintain core competencies and consider key customer benefits when developing products to avoid diluting the product offering. Marketing campaigns should emphasize the primary benefit to the customer.
A main product is not the actual product but can be defined as the benefit of the product which makes it useful for the buyer. This advantage could be an intangible idea or concept connected with convenience, status, or the ability to quickly achieve a certain task. This benefit imparts value to the product and satisfies the needs of the intended customer. The main product should be distinguished from the real product and the augmented product, which includes added value such as after-sales service and warranty.
Taking a camera as an example, the main product would be the ability to take a high-quality photo conveniently, quickly, and under a variety of circumstances. This solves the main problem for the buyer. The actual product purchased by the customer also includes attributes such as branding, style and color. The augmented product would include customer service and warranty in addition to the other features.
The development of the main product is related to the company’s core competencies and the skills of its people. Specialist teams within the company could focus on developing core competencies. These skills solve the main problem and are the source of benefit for the consumer. They could be used to create a number of actual products that differ in other attributes. These end products contain the core product and present it in different ways, but they all solve a similar problem for the consumer.
A company must maintain its core competencies and consider key customer benefits when developing its product offering. The final products could be developed based on basic skills, and the characteristics of actual products, such as style, shape or color, could be changed according to taste and fashion. When a company varies its product offering, it should be careful not to stray from the core product and the benefits it offers to customers. Product diversification should be carefully planned with key customer benefits in mind to avoid diluting the product offering.
The core product concept is important in marketing the products made by a company. The benefit received by the customer must be emphasized in any marketing campaign aimed at selling the flagship products. The primary benefit to the customer, such as convenience, cost-effectiveness, or the ability to do a job quickly and efficiently, must be highlighted in any advertisement for the actual product. The company must convince the customer that its products can provide a better solution to his problem than the goods made by the company’s competitors.
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