Question

The Therma-Cool company developed a new room air conditioner that is small and portable. There are three models that cool 200, 400 and 600 square feet quickly and quietly. The units can be set to automatically shut off after 2,4, or 8 hours and can be controlled with an app from a phone. Therma-Cool offers a 5-year warranty on all units. Customers can also subscribe to a filter replacement program to receive a new filter every 8 weeks and the company ships them free. The units come in three colors - white, silver and black. Use the total product concept and explain which of the elements in the scenario above are in each of the three layers.

Answer 1

The total product concept is a way of viewing a product as the totality of value and benefits it provides to the customer. Products are offered to the market to be an answer to the customer's problem of an unsatisfied need or want.

The three layers along with the elements:

1) The core product: New room Air-conditioner (small and portable), colour choice

2) The expected product: Cooling area, mobile app, 5 years warranty

3) The augmented product: Filter replacement program