The Total Product Concept

The Total Product Concept – sometime called Levitt’s rings relates to the fact that a product has several different dimensions.

The core product must address the basic need – a car must get you from A to B, however a bicycle or a train can get do this also. So the actual product is the car or the product form. But the total product is everything that the customer receives – including the service and intangible associations such as Branding and perceived values associated to the brand.

Finally there is always the Potential Product – what the product could be.

This concept is developed from Theodore Levitt’s articles in the Harvard Business review – “Marketing Myopia” and “The differentiation of almost anything.”

Read more about the Product and the marketing mix

Review my lecture on the Product


  1. You should have clearly mentioned the three product features; core product, actual product and augumented product for students to understand the article better.

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