Level 1: Core Product. It means What is the core benefit your product offers? This is the fundamental benefit or service that the customer really want to buy. For example, if the customer book a hotel, it means the customer is buying sleep and security.
Level 2: Generic Product
This represents all the qualities of the product. The customer began looking for the practical value of these products. For example, All Hotels provide rest and sleep. The aim is to ensure that your potential customers purchase your one service. Thus the functional attributes like Room, Bed, Bath are important.
3. Expected Product
This is about all aspects the consumer expects to get when they buy a product. For example, when the customer choose a hotel, they want to get what they pay for. If they pay more, they expect the room will be clean, comfortable, larger and quiet.
Level 4: Augmented product This refers to all additional factors such as additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. And this particularly involves brand identity and image. This can meet the customers’ desires beyond their expectations. For example, Singaporian Hotel can provide services such as checking in the room, morning call preference and knocking on the door with tea, free for ironing the dress, and no need to check in with no change occur.

5. Potential Product
This is about augmentations and transformations that the product may undergo in the future
Most of products do not have it, and It is very difficult for them to get . once the company have this potential product, it will have a competitive advantage in a long term.

Strategy clock: Route 1 “No frills”, which combines a low price with low perceived products/ services benefits and focus on a price- sensitive market segment. These segments exist because 1) commodity like products or services. 2) High buyer power and /or low switching cost. 3) Small number of providers with similar market shares. 4) Avoiding the major competitors Route 2 low- price strategy seeks to achieve a lower price than competitors whilst trying to maintain similar perceived product or service benefit to these offered by competitors. It will cause 1) margin reductions for all, 2) inability to reinvest leading to loss of perceived benefit of product and need to be cost leader. Route 3 hybrid strategy seeks to achieve differentiation and a price lower than that of competitors at the same time. It could be advantageous when 1) much greater volumes can be achieved than competitors. Better margins because of low-cost. 2) Cost