The Product

Customer-Goods Classification

All Out as a product falls under the category of convenience goods as these are the goods which the customer buys frequently, immediately, and with minimal effort. All Out falls under this category of goods because of the basic benefit it provides - protection from mosquitoes and a good night's undisturbed sleep. It caters to the customers requirement of keeping mosquitoes away from biting them. This basic benefit makes the product a frequent buy.

Product Mix

A product mix consists of the set of all products and items a particular seller offers for sale. 
The parent company - SC Johnson has the following items on offer - 

Product Levels

Five product levels constitute a customer-value hierarchy. They are - 

Core Benefit

Fundamental level. It defines what the customer is really buying. In case of All Out, the customer is really buying a mosquito repellent.

Basic Product

The core benefit is then converted to a basic product by providing the customer with the liquid vaporizer that will help them keep mosquitoes away.

Expected Product

The customers expect a set of attributes when they are buying the product. In case of All Out, the customers expect to have a sound night's sleep and keep mosquitoes away. 

Augmented Product

Here is where the product has reached a maturity stage in the life cycle where it has to play around with the positioning of the product. In case of All Out, they positioned themselves as "Maccharro ka Yamraaj" for 15 years. With their Frog having outlived it's utility, they re-positioned themselves with the focus shifting to - "Maccharro pe Vaar, Surakshit aapka Parivaar". This re-positioning can be looked upon as a sign of an evolving market with the focus of All Out shifting. New features such as the Japanese Wick replacing the ordinary wick & All Out Total (claim to have twice the power of the regular repellent) are examples of new variants to cater to different customer requirements.

Potential Product

Potential product is one where the companies start to look for new ways to satisfy the customer requirements. For All Out it could be increasing the life of the repellent for a few more days or different quantity of refills of the liquid or maybe even introduce a new product in the same category.

Relationship between Product Levels & the Kenichi Ohmae model of 3 C's.

The Product Hierarchy

Item

AllOut Liquid Vaporizer w/ 90n refill

Product Type

It is the Brand variety that is referred to in the product type.

In this case, it is a Liquid Vaporizer w/ 90n refill.

(AllOut also has other varieties like 45n refill and a 60n refill)

Product Line

We refer to the Brand that the company has built for catering this particular requirement of the people. In this case SC Johnson has 2 brands for catering to the same need in the Indian market - AllOut & Baygon. 

Product Class

Here we essentially are talking about the sub-category to which the item belongs to. AllOut belongs to the Insect Repellent sub-category.

Product Family

We refer to the Category to which the item belongs to. We can place the Insect Repellent sub category under the umbrella of Home Care Products.

Need Family

It caters to the customer requirement of having a clean and safe and disease free home.