PRODUCT LEVEL: THE CUSTOMER VALUE HIERARCHY

In planning its market offering, the marketer needs to address five product levels. Each level adds more customer value, and the five constitute a customer- value hierarchy.

• The fundamental level- Core benefit: The service or benefit customer is really buying. 

1. An invigorating beverage prepared instantly.
2. Happiness, celebrating moments with BRU- "BRU se hoti hai khushiyan shuru"
3. Mood enhancer and catalyst for stimulating conversations.

• Second level- Basic product: Marketer must turn core benefits into basic product. 

1. From instant and conventional coffees to a variety of premixes, providing the rich aroma and exotic flavors of Bru coffees.
2. Bru has established its own coffee-shop chain in Mumbai (Bru World Café’) 

• Third level- Expected product: Marketers prepares an expected product, which the buyer was expecting normally with certain attributes and conditions.

1. Instant coffee is offered to save time in the emerging workforce environment.
2. Economic consumption through Rs. 1 for one cup sachet.
3. Available from Kirana shops to Bru World Cafe.

• Fourth level- Augmented product: Offerings from marketers that exceeds customer expectation.

1. Innovative packaging in its 'clip lock' packets

• Fifth level- Potential product:Encompasses all the possible augmentations and transformations product might undergo in future.