The document outlines 5 levels of a skin cream product - from a basic sunscreen cream with SPF30 protection to a potential ayurvedic product that protects from sun, moisturizes skin, and can cure acne. It identifies the target customers as sportsmen, middle income groups, and the general public and notes their needs as caring for skin, looking refreshing, having a sweat-free look, and energized skin. The potential product is positioned as an ayurvedic sunscreen cream that is skin friendly, can cure acne, and can be used in winters, coming in attractive packaging.
3. The Customer Value Hierarchy
01
Core Benefits
Protection from harmful radiations of Sun & Anti-tanning
02
Basic Product
Sunscreen with no side effects + SPF30
03
Expected Product
Cream that protects from sun and nourishes skin as well
04
Augmented Product
Moisturizes skin, Ayurvedic within customers budget
05
Potential Product
Ayurvedic sunscreen cream which is skin friendly , can cure acne and can
be used in winters as well that comes in attractive packaging
4. Needs of the Target Customers
1. Care for skin
2. Look refreshing
3. Sweat free look
4. Energized skin
