MY PRODUCT –

KWALITY WALL’S CORNETTO

Product is the first and most important element of the marketing mix. Product strategy calls for making coordinated decisions on product mixes, product lines, brands and packaging and labeling.

In planning its market offering, the marketer needs to think through the 5 levels of the product, namely:

Now, let’s understand how does Cornetto provide the consumers these benefits

CUSTOMER-VALUE HIERARCHY – PRODUCT LEVELS

1. When the customer buys Cornetto, he is buying a cold dessert, initially to leave a cold taste in the mouth. (Core Benefit)

2. The consumer who will buy Cornetto will now convert core benefits to basic products like it will be served chilled and will not have a soggy cone.

3. At this level, the marketers try to come up with what consumer expects from the product, like the flavors will be tasty and rich.

4. At this level the marketer establishes the Cornetto as a product that gives more than the product, bringing in the brand and the value it will hold for the consumers. (augmented product)

5. Finally at this level, Cornetto is transformed into something it was not augmented and come up with the potential product, like the smaller pack at lower price for school and college children as their pocket money is low.

Now, let us try to put the Kwality Wall’s Cornetto (a part of HUL) in the product mix and see where it fits.

PARTICULAR	DESCRIPTION
Need Family	Beating the heat, hunger
Product Family	Food
Product Class	Dessert
Product Line	Ice Cream
Product Type	Frozen cone
Item	Cornetto itself
Width of the Product Mix	The stick ice cream, fruit based ice cream, dry fuits based ice creams, home pack sundaes
Length of the Mix	4 items
Depth of the Mix	Cornetto double chocolate, Butterscotch, Coffee, chocolate, pistachio
Consistency	Travel through closely related channels as other products