product classification and utility

What is your core, actual, and augmented product?

• Core product: The main benefit. For matcha: quenching thirst or satisfying cravings. For wraps: quick, filling meal to ease hunger.

• Actual product: The physical product. For us: iced matcha latte, wraps, and the packaging they come in.

• Augmented product: The extras. Our friendly customer service, fast prep, and smooth personal interaction made the buying experience better.

How did your matcha and wraps fit under the 4 classifications of consumer products?

• Convenience product: Wraps were low-priced and easy to grab during break with no planning — perfect for quick hunger.

• Shopping product: Matcha was made with high-quality powder, so students asked about ingredients and compared taste and price with other drinks.

• Specialty product: Matcha lovers treated our latte like a “must-have” — some came early or waited just to get it, and didn’t want other options.

• Unsought product: At first, many didn’t know we sold matcha or weren’t planning to buy it — they only became interested after seeing our promotions.

Explain the 4 types of utility and how your business created them.

• Form utility: We made our iced matcha lattes fresh, using good ingredients like premium matcha and fresh milk, so it tasted great.

• Time utility: We sold during recess and lunch — the exact times students were free and needed something refreshing.

• Place utility: Our stall was set up in a convenient, visible location inside school, so it was easy for students to buy from us.

• Possession utility: We made buying simple with e-wallets — fast, cashless payments that students already used.

Which 2 utilities were most valued by your customers?

• Time Utility: Students appreciated that we sold the matcha and wraps during recess and lunch, when they were free and needed food or drinks.

• Form Utility: The matcha was freshly made, tasty, and refreshing — that quality made it worth buying again.

What makes your matcha both a shopping and specialty product?

• Shopping product: Many students compared our matcha with other drinks, checking the price, taste, and ingredients before buying.

• Specialty product: Matcha lovers were loyal — they didn’t want other drinks as a substitute and even waited or came early just to get ours.

Why is matcha an unsought product at first, and how did it change?

It was an unsought product because some students weren’t looking for it or didn’t know we sold it. But after seeing our promotions and stories, they got curious and decided to try it.