The 5 products level

Hello everybody!

Today we are going to have a look on the famous marketing concept “5 products level”. It deals with different stages of consumer satisfaction and benefits about purchasing a product or a service.

Core benefit level:

The main need satisfied when someone watches TF1 or M6 is to watch TV.

Generic product level:

When someone switches on the TV, the fundamental need satisfied is the want of entertainment or of information.

Expected product level:

TF1:  Many expectations can bring someone to switch on his TV and put the first channel.

He can expect to watch national and international information with “Le Journal de 13h” and “Le Journal de 20h” which is one of the most complete TV News.

He also can expect to get access to one of the most famous TV entertainment such as Koh-Lanta for example.

Finally, he can also expect to entertain with one of the most famous police series worldwide “Les experts”.

M6: Expectations of televiewers on M6 are a little bit different from those of TF1 televiewers.

M6 is expected for its televiewers to broadcast some reports targeted at a special subject such as “Enquête Exclusive” or “Zone interdite”.

M6 is also expected to broadcast daily short series such as “Scènes de ménages” for example.

Finally, M6 is expected to broadcast weekly TV reality show such as “Top Chef”.

Augmented product level:

Some additional attributes can be related to TF1 and M6 as following:

TF1: VOD (video on demand), TF1 website, production of movies (Cloclo, La guerre des boutons, etc…), other channels (TMC, NT1, TF6, Eurosport, LCI, etc…).

M6: VOD, M6 website, production of movies (Les infidels, Les petits mouchoirs, ect…), M6 mobile (Cell phone plan), other channels (W9, Paris Première, Téva).

Potential product level:

TF1/M6: Other channels, participation to events, internationalization of the channels, etc…