Product Mix/Decisions and New Product Development

Product Concept:

The customer value hierarchy helps the marketer to set five different product levels:

1. Core Benefit
2. Basic product
3. Expected product
4. Augmented product
5. Potential product

The core benefit that surf provides is clean clothes. This is the basic need which a customer believes will be fulfilled on purchasing the product.

This core need is turned into a basic product by giving it a physical aspect so that one can purchase it and thus fulfil their need. Thus, HUL created soaps for laundry cleaning.

The expected product is when Surf provides a powder form so that the washing doesn’t take too much effort and becomes convenient for the one doing the laundry.

Surf Excel produces a variety of cleansing agents under its brand like Surf Excel Quick wash, Sur Excel Liquid, Surf Excel Easy wash etc.

Surf detergent helps wash clothes using the ‘Bucket’ concept. This helps the clothes to be washed at a faster rate without the constant need of brushing after applying soap.

Product Classification:

Surf Excel Easy wash fits in the category of Nondurable goods. Such products are consumed on a regular basis and have a high demand that needs to be met in the market.

On the basis of Consumer goods classifications, Surf excel comes under the convenience goods category wherein it is easily purchasable and in a routine fashion.

Product Management:

Product and Brand Relationships-

Need family: The core need for Surf excel to exist is the necessity of clean and feel-fresh laundry service.

Product Mix:

Surf Excel has a list of products in its category, like Surf excel Quick wash, Surf Excel Easy was, Surf Excel Matic, Surf Excel Fabric wash.