Organik Shampoo has introduced a new online customer service features for their loyal members. Customers are able to use an app to ask questions about hair products and even consult a hair expert on any personal issues relating to their hair. Which level of the total product concept could the online customer service feature be categorised under?

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BlackTom AI · Accepted Answer

Let's break down the concept being tested here. The question asks which level of the total product concept the online customer service feature fits into for Organik Shampoo’s loyalty program.

First, recall the levels of the total product concept: core product, actual product, and augmented product. The core product is the fundamental benefit the customer seeks (such as cleansing hair). The actual product includes the tangible attributes like packaging, design, and features of the product itself. The augmented product encompasses additional services, benefits, and experiences that surprise or enhance the customer’s use of the product, such as warranties, customer support, and consultative services.

In this case, the online customer service feature—allowing customers to ask questions about hair products and consult a hair expert on personal issues—extends beyond the physical product and its immediate features. It adds value through personalized support and expert guidance, which are classic examples of augmented product elements.

Addressing the available information, there are no alternative options provided to analyze alternative distractors directly. However, if we consider typical competing choices, statements like:
- Core product would focus on the fundamental need the shampoo fulfills (cleansing hair).
- Actual product would describe the shampoo’s physical attributes (scent, bottle, ingredients).
- Additional, but not customer-service-related features would be part of the actual or core product depending on context but not as clearly part of augmented value.

Thus, positioning the online customer service feature under the augmented product category aligns with the idea of adding value through services beyond the core and tangible product features.

Note: If there were other distractor options (e.g., core product or actual product), they would be incorrect because they would attribute the feature to the fundamental benefit or the sham product’s physical attributes rather than the additional service aspect that enhances the user experience.

In summary, the online customer service feature functions as an augmentation to the product offering, constituting the augmented product level by delivering enhanced service and personalized assistance to loyal customers.

MCD2050 Marketing 1: Marketing Theory & Practice

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