7. CUSTOMER-VALUE HIERARCHY , PRODUCT HIERARCHY AND PRODUCT MIX

THE CUSTOMER-VALUE HIERARCHY

As stated by Kotler "THE PRODUCT IS THE KEY ELEMENT OF THE BRAND."

The five levels of the Customer-Value Hierarchy are the following :

1. CORE BENEFIT : All marketers should mainly focus on providing benefits to the customers. The core benefit provided by my product is smooth, manageable and good quality hair. By buying the Matrix Biolage Serum the customers are actually buying good quality for their hair.
   
2. BASIC PRODUCT : Matrix Biolage produces all kinds of professional haircare products including shampoo, conditioner, serum, masque, and gel. All these products contain a blend of unique botanicals and latest technology which attracts the customers to buy its products as organic haircare products cause tremendous amount of damage to the hair. In this phase it faces a tough competition from other brands such as Loreal, Habibs, Garnier, Dove, Tresemme etc.
3. EXPECTED PRODUCT : The expectations of customers from any haircare product is smooth and damage free hair. These expectations are fulfilled by Matrix Biolage as they provide natural botanicals in their products which results in frizz free smooth hair. 
4. AUGMENTED PRODUCT : The wide variety of products produced by Matrix Biolage is worth mentioning. It provides FOUR ranges of products. 

• The CORE RANGE consists of Hydrasource, Colorlast, Volumebloom, Smoothproof, Cleanreset, Scalpsync.

• The ADVANCED RANGE consists of Fiberstrong and Keratindose. 

• The EXQUISITE OIL RANGE includes Micro-Oil Shampoo, Oil Creme Conditioner, Protective Treatment and Softening Treatment.

• The STYLING RANGE  includes many other augmented products such as Thermal Active Repair Gloss, Finishing Spritz Non-Aerosol Hairspray, Pliable Paste Matte Texturizer, Blow-In Control and Curl Defining Elixir. 

• 

My product belongs to the augmented category because it provides frizz free hair even in 97% humid weather conditions which is more than the expectations of the customer. It can also be used during blow drying the hair and hair styling of any kind without any damage.

5. POTENTIAL PRODUCT :  The wide range of products made by Matrix Biolage makes it a potential brand. It finds out new ways of satisfying the customers and even makes job easier for professional hair stylists.

"THE SECRET OF NATURE DECODED BY SCIENCE"

For further details visit  biolage.matrix.com

PRODUCT HIERARCHY

NEED FAMILY

PERSONAL CARE

PRODUCT FAMILY

          # SKIN CARE                                # HAIR CARE                           # DENTAL CARE etc.

PRODUCT CLASS

HAIR CARE PRODUCTS (L'Oreal)

PRODUCT LINE

               

                # SERUMS                                # HAIR OILS                                # HAIR SPRAYS                 

        DEEP SMOOTHING

        SPLIT END REPAIR

PRODUCT TYPE

DEEP SMOOTHING SERUM

ITEM

100ml BOTTLE OF MATRIX BIOLAGE DEEP SMOOTHING SERUM

PRODUCT DIMENSIONS MATRIX BIOLAGE

                            HYDRA           COLORCARE       SMOOTH       SCALP             OLI                 

                          THERAPIE         THERAPIE          THERAPIE     THERAPIE   THERAPIE

SHAMPOO       ULTRA                COLOR                 DEEP              ANTI-                 ULTRA

                      HYDRATING         CARE             SMOOTHING   DANDRUFF    NOURISHING

                                                                                                                                              OIL     

                                                                                                                      

               

CONDITIONER  ULTRA            COLOR                DEEP                                            ULTRA 

                          HYDRATING        CARE           SMOOTHING                            NOURISHING

                                                                                                                                              OIL

                                                        

SERUM                                                                         DEEP 

                                                                                   SMOOTHING

MASQUE       HYDRA-CREME       COLOR             DEEP                                         ULTRA

                           INTENSE-                CARE          SMOOTHING                          NOURISHING

                        MOISTURE         PROTECTIVE                                                               OIL

CREME      VITAL REPAIR      VITAL REPAIR

TONIC                                                                                                       ANTI

                                                                                                               HAIR-LOSS

                                                                                                            

GEL                                                                                                             ANTI

                                                                                                                DANDRUFF 

                                                                                                                PURIFYING                  

PRODUCT LINE :The Product Line of Matrix Biolage consists of shampoo, conditioner, serum, masque, creme, tonic, gel and hair oil.

The dimensions of the Product line can be explained as:

 PRODUCT LINE LENGTH :     

The product line length is given by the number of products in each product line. From the table above we can observe that the product line length of Tonic, Gel and Serum is one (1),that of creme is two(2),that of that of Conditioner and  Masque is four(4), and that of Shampoo is five(5).

PRODUCT LINE WIDTH :    

The product line width consists of HydraTherapie, ColorcareTherapie, SmoothTherapie, ScalpTherapie and OliTherapie.

PRODUCT LINE DEPTH : 

The product line depth is defined by the number of product lines present in the company. The Product Mix Depth determines the variety of products manufactured by the company. It determines the diversity of the BRAND.