Product levels-3 Cs relation.

The product characteristics are decided in the 5 product level classifications. Linking the same with Ambi Pur shall give an insight about the levels that constitute the customer- value hierarchy.

Core Benefit:
The Core benefit that Ambi Pur users look forward to is in buying a pleasant smell in their cars. That is infact what they contribute to in terms of their money while making a purchase. Hence, this forms an integral part of the 5 levels.

Basic product:
P&G today converts this requirement of the consumers into a basic product. Thus, a starter kit of Ambi Pur consisting a diffuser top and a perfume bottle constitutes to the same.

Expected product:
It is this feature that meets the expectation of the consumers.
Ambi Pur strives in delivering the fragrance, in superimposing on the odour thus by eliminating it, in providing working diffusers and in vouching freshness.

Augmented product:
It is aimed at going beyond the competition that generally thrives at the expected product level. Ambi Pur does this by introducing the new fragrances, new smart devices and building a constant innovative approach in the aesthetics of the product. This helps tackle the competition. Thus, provides for what exceeds the customer expectations.

Potential product:
It is a summation of all the possible transformations and the augmentations. Also, it encompasses the offerings the product might undergo in the future. So it is  important in the decline stage when the product can be re-introduced and brought back in the competition. Ambi Pur to be seen as a potential product needs to find new ways to satisfy the customers and to distinguish their offerings.

The 5 Product level - 3 Cs Relation figure:

If we happen to place the above 5 product levels in the 3 Cs model, then we shall obtain the customer-value hierarchy. Let us understand what falls where.

The Core benefit finds itself under the Customer. It replicates the Customer benefit cost which builds the Customer value. Further the core benefit comes from the quintessential customer-centric approach that adds Value, mentioned by the latest AMA marketing definition as quoted below:

''Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.''

Also the Expected product lies in the same space since it is the expectations of the consumers which are converted into products. It not just satisfies their requirements but also fulfills their expectations.

The Company comprises of Basic and Potential products. It is the company that prototypes and develops a basic product from the core benefit. It then updates or upgrades the original product in order to remain in competition.

Further, the Competitor umbrella covers the Basic, Augmented and the Potential products for clear reasons of providing a cut throat competition.