Product Features and Benefits

A product has multiple layers: core, augmented, and symbolic. These three layers can help a

small business owner understand the product features and benefits that will best deliver value to

current and prospective customers. These layers also provide the bases for differentiating and

positioning the product. The product layers refer to both products and services and business-to-

consumer (B2C) or business-to-business (B2B) customers.

The core layer is the nuts and bolts of a product, its physical anatomy, and its basic features. It is

also the basic benefit or problem solution that B2C or B2B customers are looking for. Someone

buying an airline ticket, for example, is buying transportation. [1] Someone buying an ice cream

cone is buying a delicious and fun treat. The core layer is also where considerations

of quality begin. Quality “refers to overall product quality, reliability, and the extent to which

[the product or the service] meets consumers’ needs,” and the perception of quality has the

greatest impact on customer satisfaction. [2] Decisions about design, manufacturing, preparation,

ingredients, service delivery, component parts, and process materials all reflect a business’s

philosophy about quality. The augmented layer is where additional value is added via things

such as packaging, promotion, warranties, guarantees, brand name, design, financing

opportunities where appropriate, prompt and on-time service, and additional services that may

enhance a product. The augmented layer for Southwest Airlines is its well-known brand name,

its packaging and promotion as a “fun” flying experience, and its “bags fly free” policy. The ice

cream cone that is purchased in an old-fashioned ice cream parlor will likely be considered of

greater value to many customers than the ice cream cone purchased at a Dairy Queen. It is this

layer where many marketing mistakes are made because opportunities are missed.

The symbolic layer captures the meaning of a product to a consumer—its emotional and

psychological connections. There are many loyal customers of Southwest Airlines because they

really enjoy flying with them. It is inexpensive, convenient, and fun. The old-fashioned ice cream

parlor will engender nostalgia and create powerful emotional ties. The most serious marketing

errors are made when the symbolic product layer is either ignored or not understood. The power

of symbolism should never be underestimated.