Expected product is any product that comes with features and functionalities expected by its consumer. In other words, the product should deliver a lot more than just being functional. For example, a smartphone buyer expects the camera on an iPhone to be the best. If a product meets its expectations, it would be well-received by the consumer. If it doesn’t, the company may lose sales and market share. For the product to be a major success, it must be an augmented product or should perform beyond its expectations. These expectations are basically courtesy the benchmarks set by a brand via its previous offerings.

Devising Products and Meeting Expectations

In the smartphone market, there are certain expectations from specific brands. For example, buyers expect flagship Samsung phones to have the best displays. An iPhone is expected to pack in an excellent rear camera. And buyers expect Google Pixel phones to offer the purest and smoothest Android experience. If the Galaxy phone doesn’t pack in the best smartphone display on the market, it may miff its fans and who may switch to the phone with the best display. Similarly, if the Pixel phone’s camera outperforms the iPhone’s camera, people who bought the iPhone for its camera may buy the Pixel instead.

This is why companies should keep consumer expectations in mind before devising and launching a new product or an iteration of the previous model. Successive iPhones and Samsung Galaxy devices have always outperformed the previous models because the respective manufacturers have been aware of the benchmarks they’ve set before. And this has been the trend with every other respectable brand or company.