Answer - Three Levels of a Product.

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Product or service or brand

Core Product

Actual Product

Augmented Product

Ford Focus

Freedom to travel

A motor car

Ford finance

Spanish Holiday

Relaxation

Two weeks in a resort

Holiday insurance

Budget/No Frills Airline e.g. EasyJet or Ryanair -

Gets you from A to B cheaply

An airline journey

Food bought during your flight

Chelsea Football Club

Excitement and leisure

Sporting event

Personalised shirts and other merchandise

Nike

Association with the best in sports

Shoes and other clothing

Nike online allows you to personalise your trainers

Hilliers' Garden Centres

Leisure and relaxation

Goods for gardens

Hilliers' gardening club