Product Levels

The 3C’s model points out that in the construction of a business strategy, three main players must be taken into account:

1. The Customer.
2. The Competitors.
3. The Corporation.

 The five product levels indicate the value that consumers attach to a product. The customer will only be satisfied when the specified value is identical or higher than the expected value.

• The Customers [Core benefit & Expected product]

A firm’s main focus should be its present and potential customers to be successful in the long run.  Core benefit of the product is the fundamental  need or want that customers satisfy by consuming the product or the service. The core benefit of Bournvita that customers would want, is a nutritional drink resulting  in a healthy body and an active mind. Expected product is set of attributes or characteristics that a buyer that the buyer expects. In case of Bournvita, buyer expects the drink to provide essential nutrients to growing children, different flavours, vitamins, packaging in durable bottles.

• The Competitors [Basic,Augmented & Potential product]

It is essential for a firm to differentiate its offering from that of its competitors operating in same market. Augmented product is inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. Bournvita offers brain developing, bones protecting drink for women and babies.

•  The Corporation [Basic product and Potential product]

A corporation needs to carefully evaluate both the short term and long term strategies to beat competition and have a sustainable competitive advantage. Basic product is a version of the product containing only those attributes or characteristics absolutely necessary for it to function. Taste and Nutrition is the basic attribute which is necessary for Bournvita to function. Potential product all the augmentations and transformations a product might undergo in the future. Bournvita could come up with health bars, "nutribars" category, special sweet health drink for diabetic patients.