The Expected Level

At the third stage is what we call the expected level, which usually signifies what consumers generally expect from the product. Now, now, do not be fooled or confused by this level and conceive it to be similar to the core level that simply symbolizes and satisfies the basic purpose for which the product is manufactured. Also, the expected level should not be confound to mean the augmented level which represents those features that are not usually anticipated by the consumers (will be better explained in the next post). This level comprises of all the features or attributes and benefits that a particular product or service is supposed to render to its target group.

However, it must be noted that these features are at the basic level and are offered by most competitors. It therefore becomes important for marketers to abide by this level through effective scanning of competition in order to see if they have overlooked any feature or benefit offered by a similar or substitute product.

Continuing with the example quoted in my previous post, the expected level in the Mobile Phone category would comprise of the General features and benefits like Radio, MP3 player, SMS (text messages), Camera, video and audio recording, etc. These are the most sought after features that need to be incorporated in mobile phones. I know, I know, you’d be thinking – Hey! Aren’t these the extra benefits that mobile phones have got to offer? Well, think again. Cause, most if not all mobile manufacturers consider these as their most basic product features without which they might lose a huge share in the market.

Keep reading to know the next two levels that help in formulating a differentiation strategy for marketers.