Developing a product “rice” using Kotler’s model of five product levels

Core benefit: The core benefit of rice is to provide carbohydrates and calories for human consumption. Rice is a staple food for many people around the world, especially in Asia.

Generic product: The generic product of rice is the grain that is harvested from the rice plant. Rice grains can be white, brown, black, red, or other colors depending on the variety. Rice grains can be cooked by boiling, steaming, frying, or baking.

Expected product: The expected product of rice is the cooked rice that customers can eat as a main dish or a side dish. Customers expect cooked rice to be fluffy, soft, and tasty. Customers also expect cooked rice to be safe, fresh, and hygienic.

Augmented product: The augmented product of rice is the value-added features that differentiate rice from other grains or foods. For example, some augmented products of rice are:

Organic rice: Rice that is grown without the use of synthetic pesticides, fertilizers, or genetically modified organisms.

Fortified rice: Rice that is enriched with micronutrients such as iron, zinc, vitamin A, or folic acid to prevent or treat malnutrition.

Aromatic rice: Rice that has a distinctive fragrance and flavor such as basmati, jasmine, or pandan.

Instant rice: Rice that is precooked and dehydrated so that it can be prepared quickly by adding hot water or microwaving.

Potential product: The potential product of rice is the future innovations that can enhance the value of rice for customers. For example, some potential products of rice are:

Bioactive rice: Rice that contains beneficial compounds such as antioxidants, anti-inflammatory agents, or probiotics that can improve the customer’s health and well-being.