Social Marketing in India by Deshpande Sameer;Lee Nancy R.;

Author:Deshpande, Sameer;Lee, Nancy R.;
Language: eng
Format: epub
Publisher: SAGE Publications India Pvt, Ltd.

STEP 7: DEVELOP THE SOCIAL MARKETING PRODUCT PLATFORM

Traditional marketing theory propounds that from the customer's perspective, a product is more than its features, quality, name, and style and identifies three product levels you should consider when developing your product: core product, actual product, and augmented product.12 This platform is illustrated in Figure 10.7, and each of these levels will be described in detail in the next three sections of this chapter. This will be helpful to you in conceptualizing and designing your product strategy.

Briefly, your core product is the benefit the target audience wants and expects in exchange for performing the behavior. The actual product is any goods or services you will be influencing your target audience to “buy.” And the augmented product includes any additional product elements that you will develop, distribute, sell, and promote. Examples are presented in Table 10.2.

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