Understanding the Three Levels of a Product and Maslow's Hierarchy Needs in Sue's Soap Business

This text explains the three levels of a product - core customer value, actual product, and augmented product - in the context of Sue's soap business. It also discusses how Maslow's Hierarchy needs, specifically esteem and self-actualization needs, are fulfilled through the purchase of Sue's soap and soap making classes.

Part A
Question 1
Core consumer value is the most essential level in the three levels of a product. It simply
determines why people may set out to buy something as well as the benefits a producer may
desire his products to offer buyers. Core customer value tries to answer a question such as why a
customer may desire to buy a particular product and not another. For example, a camera may be
typically expected to take pictures, but a producer may incorporate other features such as face
recognition or wide lens. This, therefore, creates value for the customer. The core customer value
in Sue’s soaps is that her soaps are home-made particularly with locally natural ingredients.
Therefore, the soaps have become very popular in the local markets. On the other hand, in Sue’s
soap making classes, the core customer value is that she will be leveraging her original teaching
expertise to teach others about soap making.
Question 2
In a product framework, the actual level seeks to translate the benefits of a product to the
exact product people may purchase. This level primarily involves developing a product’s design,
features, brand name, quality level and also packaging. In the market, there may be competitor
products that have specific benefits as other products hence, the aim of this level is to develop
products that easily persuade a customer to buy. For example, the Apple’s iconic design has
allowed the phone to become a market leader. For Sue’s soap, the actual product has been
achieved by applying local natural ingredients into the making of real soaps sold in the local
markets. On the other hand, Sue’s soap making classes has been turned into an actual product
since Sue’s is planning to use her soap making skills to teach people who like natural soap.
Besides, they will be willing to pay for the service.
Question 3
This level involves the addition of non-tangible benefits on products. Besides, at this
level, more emphasis is placed on after-sales service, free/cheap delivery, warranties, and
helplines. The augmented product may include an added value in which one may not be required
to pay a premium. Besides, non-tangible benefits provide peace of mind to consumers hence
demonstrating the manufacturer’s faith in the quality of their products. For Sue’s soap, the

product has been augmented to use locally available ingredients hence making learning easier.
On the other hand, Sue’s soap making classes have been augmented such that they offer
convenience to those who desire to learn. Natural soap lovers will be able to learn how to make
their soaps at a little cost hence reducing the cost of buying soaps in the future
Question 4
Maslow’s Hierarchy needs that might be included in the purchasing of Sue’s soap and
soap making classes are esteem, and Self-actualization needs respectively. Esteem needs can be
classified into both internal and external needs. Internal needs include needs such as self-respect,
competence, freedom, and accomplishment. On the other hand, the external needs include
reputation, recognition, attention, and prestige. Due to the popularity of the soap, many people
will desire to purchase it so as to be either recognized or for prestige needs. Self-actualization
needs involve needs that are geared towards realizing one’s potential either for personal growth
or fulfillment. It’s the highest level of Maslow’s hierarchy. During the purchasing of soap
making classes, people will be able to learn how to make soap hence attaining personal growth to
some measure. Besides, by attending the soap making classes, one may have the potential of
becoming more creative than Sue who is the teacher.