Total Product Concept

The Total product concept refers to the bundle of services offered by a product/service. As an example for fitness equipment total product can be explained can be explained as all the benefits customers receive by using the product, from good health to the psychological feeling associated with using the product to the time saved by purchasing the good online to the after sales services provided by the manufacturer.

Total product concept is used by the customers when evaluating the products among different brands and they distinguish benefits and go for the product which provides them with best value for the money paid. Due this reason, companies use total product concept to differentiate their products from competitors and create a unique position for them in the market.

The total product concept can be analyzed using four levels:





The Basic Core

The basic core can be defined as bundle of functional benefits. Basic core includes all main benefits that a firm promises to deliver. Mainly the customer expects core needs to be satisfied with basic core features of a product and customer satisfaction greatly depends on the functional benefits. If the basic core fails in a product, the product is going to be a failure as it is the core benefit customers expect and failure can be resulted in a major dissatisfaction in the mind of the consumer,

Accessory Ring

Accessory ring include added-value benefits which are not directly paid for but yet received. Accessory ring includes benefits which customers receive as extra value added services apart from the main benefits promised. Organizations use these benefits to build competitive advantage by differentiating products from the competitor.

Psychological Ring

Psychological ring is formed by benefits resulting from the consumer’s feelings associated with owning/using the product. This includes all emotions and thoughts of a customer regarding the ownership of the product and it may differ from customer to customer hence it may be little difficult to obtain it as we have to analyze the consumers’ minds to obtain information.

Time

Time is taken or saved when products/service are purchased; this can be good or bad. This relates to time consumed when purchasing and using the product. These benefits can be important factor for customers who have busy life styles.