Product anatomy is the analysis of a product according to the different benefits it offers.
A product can be seen in terms of the benefits it offers to different buyers. Figure 2.1 shows the structure of a product in terms of different layers of benefits offered.
Figure 2.1 Layers of benefits
At the centre of the product is the core product. This is the basic product, and represents the main benefits for which the product is purchased in the first place. The core product usually provides the same benefits as competing products in the same category, so there is little or no differentiation at this stage. For example, all cars provide transport for people and luggage: these are the core benefits, and that is therefore ...
Looks like you do not have access to this content.