Brands who have an expensive price-point (e.g., luxury, electronics, jewelry) will have a similar product promotion strategy. PDF | On Jan 1, 2000, M. Vriens and others published Linking attributes, benefits, and consumer values | Find, read and cite all the research you need on ResearchGate Brand Positioning can be defined as the positioning strategyof the brand with the goal to create a unique impression in the minds of the customers and at the marketplace. It’s about using Gutman’s means-end-chain to discover the why behind the buy for different customer segments. Your product attributes will help you organize your products in a way that makes the most sense to your customers. On the PDP for those earbuds, they actually separate the attributes from the benefits. 46% are swayed by labels like “organic” or “non-GMO”. C. I sell and promote my products’ features based on how they benefit the lives of my customers. POSITIONING STRATEGIES. I could list many reasons for the importance of product attributes and benefits when it comes to understanding consumer choice, preference, and behavior. In these sectors, the more features a … Using product characteristics or customer benefits: In this case, segmentation is done keeping in mind the product characteristics or customer benefits. That’s where your product benefits come in. Brands are set apart from competitors on the basis of some specific product feature or benefit offered. A product benefit is the value that customers realize from a product or service. You're probably aware by now that product attributes and benefits have long been a source of academic research. On the PDP for those earbuds, they actually separate the attributes from the benefits. Product benefits, on the other hand, are the features that are most important to the customer. Features-Based Positioning When the competition is huge and the products are similar, companies usually position their products by focusing more on product-specific features like price, quality, or other micro features depending on the product sold. Using the survey answers Greats can automate a customer review shown on their “product review” page. relationships between product attributes and product benefits. The best examples which can be used to show product characteristics as an important factor in positioning are motorcycles, automobiles, audio players or for that matter most consumer durables and technological products. Moreover, Everlane - often praised for their great product descriptions - has a similar approach: Their shoe is a sneaker (attribute) designed for every destination (benefit). If you’re selling a pair of sunglasses, its attributes are its colors, size, fit, frame, and any special characteristics like polarized lenses that differentiate it from others: On Ray-Ban’s PDP, they have the details of the sunglasses which are the product’s features. The means-end chain model starts with the physical nature of the product (attributes) and then works its way up to understand what the product delivers to the consumer (benefits). One way of doing this is by leveraging Dynamic Badges on the PLP. For your product descriptions to provide the best kind of information, you should be showing attributes and benefits in line with your brand tone of voice. Everlane’s Facebook ad for “The Rain Boot” which shows carefully curated product attributes in line with their comfort/ease campaign. But these three examples sum it up quite nicely. They take a scientific approach to analyzing benefits in terms of what sets their product apart from other sunglasses brands, in line with their unique brand positioning. And by technical I mean all the ins and outs of your eCommerce offering that product attributes and benefits will help you optimize. So how do you find the benefits of your attributes? Top Shop has collections that match their target audience’s desires and group similar product attributes together by their overarching benefits. • Positioning by Specific Product Attribute and Benefits. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. Types of Positioning 5. 5 Examples of Positioning in Marketing Tesla Adidas can promote this as a benefit in their omnichannel campaigns, re-targeting, email marketing, or even in-store. By testing this message, and different attributes like, “Extra Warm”, “Waterproof”, and “Durable” (for instance) Adidas could see which attributes their customers are most interested in. How to create your product positioning (with examples) | Aha! Shopping is no exception. Bringing the worlds of product-centricity and customer-centricity together doesn’t stop at PDP optimization. The point Hernandez, Wright, and Rodriguez make is a good way to differentiate between product attributes and benefits: However, in the end, both attribute-appeal copy and benefit-appeal copy serve to reinforce Burger King’s value proposition that their meals are affordable. Chipotle’s positioning clearly matches my responses in the above table. How do you find the benefits of your attributes? Based on how they contribute my customers’ lives. Because I want to go skiing and the sun is more intense in the mountains. These are product attributes. Good positioning cements the product in the customer’s awareness. Positioning Example • eBay’s positioning: No matter what “it” is, you can find “it” on eBay! Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product. Branding, are nudges that do three important things: often praised for their great product descriptions. So Samsung has a separate “benefits” section. A product positioning map could include two or more variables (represented by axis) but to keep things simple and easy to understand, we usually take only two variables. This is how you bring the worlds of product-centricity (attributes) together with customer-centricity (benefits). Advertising, Product positioning is the identity and value of a product or service that allow it to stand out in a competitive market. I choose the ones with polarized lenses, which is a product attribute. Bringing your product-centric and customer-centric approach together is the future of retail marketing. Did their positionings match our responses? Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. Positioning by product attributes and benefits; It is to associate a product with an attribute, a product feature, or a consumer feature. Product attributes can be accessibility, reliability, comfort, design, affordability, reparability and many more. What’s the importance of product attributes and benefits? By product class and by product attribute Nudges aim to provide as much information to the customer without inflicting choice overload. For example, you can test your attributes to learn which ones are the most important to your customers. Definition of Product Attributes. Top Shop, on the other hand, optimizes their product taxonomy by “category” (attributes) and “collection”, the latter which are product benefits like “Going Out Shoes” and “Vegan Shoes”. Duracell Batteries. This was a standard feature in the past for airlines but cutbacks forced many brands to retire it. They became the first national restaurant company to disclose the GMO ingredients in their food, and to cook only with non-GMO ingredients. What terms are people typing into the search bar? Wayfair’s product taxonomy can be filtered by material: note how ceramic, porcelain, and stoneware are top materials after doing keyword research and optimizing accordingly (see previous image). Not only will you create more relevant, customer-centric campaigns, but you can test how these messages differ with seasons, trends, etc. Let’s go back to our good friend Gutman. Marketers need to be very clear about the product attributes and features before deciding on the positioning. Product positioning can involve a number of different elements. Think about the last purchase you made. Amazon, perhaps the most dominant eCommerce store at the moment, has product descriptions that highlight both product attributes and benefits: Each product attribute is followed by a product benefit: compact and lightweight (attribute), perfect for travel (benefit), etc. You enter into a dialogue with your customers. Here are just a few examples of products that have done a good job of positioning themselves: 1. Understanding what product attributes resonate with your consumers and why is important for a myriad of things like; In this context, product attributes and benefits are important to understanding your customers by linking behavior to psychology. The price/quality attribute dimension is commonly used for positioning the products. IKEA’s product taxonomy relies on product attributes to guide the shopper’s attention. Distinguishing the br… They are expressed in terms of customer needs, expectations, requirements and motivations.It is a fundamental rule of marketing and sales that customers are typically more interested in benefits as opposed to the technical details or features of your product. The brand’s mission is to make products that are as much about funk as they are about function. But which attributes you choose to show will vary depending on campaign, customer, or brand. Google suggestions will show popular keywords you can use to optimize your product taxonomy. Lush have these labels on their webshop footer to give their customers reasons to shop with their brand. Marketing Data, "Teknicks was able to create, launch, and manage a fast paced social marketing link building campaign that helped to significantly improve Google rankings for a wide array of topic areas.". Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. Effective brand positioning enables a firm’s brand to be readily distinguishable from competing brands in the marketplace. Attributes are detailed/objective facts like color, price, material, shape, etc. Positioning Category: Description: By product attribute: A product attribute is a specific feature or benefit of the product. Sometimes, finding product benefits change by season. Sometimes a product can be positioned in terms of two or more attributes simultaneously. KFC. By product attribute. Positioning, Methods of Positioning Managing Premium Products and Brands A very good example to understand this concept is of … JetBlue does a great job addressing their target audience by offering free food and beverages. It’s about testing different messages and product features and then highlighting the features that resonate with specific customer segments. This brings product attributes together with product benefits. Different from Greats, Ray-Ban takes a product-centric approach. More ways to get customer feedback include: Take a look at Greats’ review and rating box: The questions are directed to how the sneakers’ attributes (size, comfort, color) benefit the shopper. If, as the model suggests, product benefits are derived from product attributes, then a mixture of attributes and benefits in a preference prediction model will reduce the conceptual clarity of the model and, moreover, introduce a potential redundancy. Use the best performing product attribute to optimize your omnichannel benefit-messaging. Positioning by product attributes and benefits: It is to associate a product with an attribute, a product feature, or a consumer feature. A perfect example of a company using the value-based positioning is DuckDuckGo – the search engine which doesn’t your data, unlike Google. Product attributes and benefits are important because they optimize your customer-centric approach by using theory and research. 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