Product level
A product is an item that offered for a promotion. A product should satisfy customer’s wants and need. It could be an item or a service to serve a customer. It also can be in physical or in virtual form. According to professor Kotler, there are five product levels in total such as core benefits, expected product, basic product, augmented product and potential product.
Core benefits
Core benefits are the first level among the five product level. This is the basic fundamental level of want or need that consumers are satisfied after being used by a service or a product. (Keller/Kotler 2012). In this case, British Airways and Air Asia share the same core benefit. It shows that both of the Airlines industries are offering their …show more content…
Expected product is defined as a set of characteristics or attributes that a buyer normally satisfied and expect once they purchase a product. It explains that the consumers are expecting to get something after buying or using a product or services. In this case Airline such as British Airways, are more costly due to their perfect service compare to Air Asia Airlines. Their customers are willing to pay more prices. Therefore in return customers expected to have a comfortable seat, delicious meals and drinks, good quality service and on board entertainment such as movies collection, radio station and more that provided by British Airlines. However as for Air Asia airlines, their customers would prefer a lower cost airline. Their customers are willing paying a reasonable airline tickets just to reach the destination they want. Thus, in return their customers do not need high expectation on food. Most of the Malaysian customer will ask for Nasi Lemak or Chicken rice for their meal. Also, customers expect to have a good service. Apart from that, all the customers expect 100% safety arrived to their destination after the incident of Hijacking Malaysia Aircraft MH …show more content…
British Airways positioned its airline as a good standard and good quality airline industry. It’s also being one of the leaders in its own group. Therefore, these five categories explain that British Airways is not only focusing on core product but also augmented product as well. It tries to fulfil different customer needs and meet the level of expectations from different class of customers. British Airways is aiming to introduce their potential new first class for the future which is totally different from the present first class attributes. Air Asia positioned itself as a moderate standard with lower rates. As the company offers lower rates to their customers. Their taglines “Now everyone can fly” explained that Air Asia is offering the lowest rate among the airline industry to everyone. Hence, everyone includes the rich and poor are able fly with Air Asia. Lastly, Air Asia is trying to meet their customer’s expectations by improving their services and facilities in the
A product is an item that offered for a promotion. A product should satisfy customer’s wants and need. It could be an item or a service to serve a customer. It also can be in physical or in virtual form. According to professor Kotler, there are five product levels in total such as core benefits, expected product, basic product, augmented product and potential product.
Core benefits
Core benefits are the first level among the five product level. This is the basic fundamental level of want or need that consumers are satisfied after being used by a service or a product. (Keller/Kotler 2012). In this case, British Airways and Air Asia share the same core benefit. It shows that both of the Airlines industries are offering their …show more content…
Expected product is defined as a set of characteristics or attributes that a buyer normally satisfied and expect once they purchase a product. It explains that the consumers are expecting to get something after buying or using a product or services. In this case Airline such as British Airways, are more costly due to their perfect service compare to Air Asia Airlines. Their customers are willing to pay more prices. Therefore in return customers expected to have a comfortable seat, delicious meals and drinks, good quality service and on board entertainment such as movies collection, radio station and more that provided by British Airlines. However as for Air Asia airlines, their customers would prefer a lower cost airline. Their customers are willing paying a reasonable airline tickets just to reach the destination they want. Thus, in return their customers do not need high expectation on food. Most of the Malaysian customer will ask for Nasi Lemak or Chicken rice for their meal. Also, customers expect to have a good service. Apart from that, all the customers expect 100% safety arrived to their destination after the incident of Hijacking Malaysia Aircraft MH …show more content…
British Airways positioned its airline as a good standard and good quality airline industry. It’s also being one of the leaders in its own group. Therefore, these five categories explain that British Airways is not only focusing on core product but also augmented product as well. It tries to fulfil different customer needs and meet the level of expectations from different class of customers. British Airways is aiming to introduce their potential new first class for the future which is totally different from the present first class attributes. Air Asia positioned itself as a moderate standard with lower rates. As the company offers lower rates to their customers. Their taglines “Now everyone can fly” explained that Air Asia is offering the lowest rate among the airline industry to everyone. Hence, everyone includes the rich and poor are able fly with Air Asia. Lastly, Air Asia is trying to meet their customer’s expectations by improving their services and facilities in the