The product on the breeding pig market in the point of view of marketing

Abstract

In this paper we interpreted the product identity of the general marketing theory on an organizational market like the breeding pig market. The marketing literature describes product levels according to the consumer's value hierarchy. The five levels of Kotler's model were identified. Although we found correspondence between the five-level model and the characteristics of the breeding swine, there is a couple of exception as well. The generic product may not cany the core benefit in case of a breeding pig. The guarantee as an expected characteristic raises the core benefit to the expected product level. Analysing the product identity and identifying the product levels on the breeding swine market helps the sellers on this area to re-evaluate their product policy. Their marketing strategy can be finely tuned to the augmented product level that turned to be the most important one. The competition will become more intense on this level in the near future.