Marketers need to be very clear about the product attributes and features before deciding on the positioning. 3. That’s where your product benefits come in. Extra Cushioning: No sore feet at the end of the day, because these sneakers are extra comfortable. JetBlue does a great job addressing their target audience by offering free food and beverages. A very good example to understand this concept is of … 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. Types of Positioning 5. Next to this, you have to dissect and analyze your products. What I hope this article has shown you is that the two are actually interlinked. B. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. Sitemap | Privacy Policy | Point Pleasant Beach, New Jersey | ©2004-2017 Teknicks LLC - SEO Agency, Brand Positioning Example: Features, Advantages, and Benefits. Duracell Batteries. The versatile leather (attribute) uses less waste (benefit). If you agree with statement B, then you are selling product benefits. I’ll also show you why statement C is the future of retail marketing. Now that we know why this stuff is important, let’s take a small step back. Sometimes, finding product benefits change by season. Its marketing and branding speak directly to the target audience and the athletes they sponsor support the brand culture. Good positioning cements the product in the customer’s awareness. How to bring product-centricity (attributes) together with customer-centricity (benefits). If executed correctly, positing creates value, ensuring that customer will pay more for the product because they understand and agree with the product’s position. 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.". The target market needed a shoe that would slip on and off, breathe well with wet sandy feet, prevent odor, and still fit the outfit for a business casual dinner after a surf session. But while these definitions may seem straightforward, there’s much more to product attributes and benefits than meets the eye. The positioning made based on specific product attribute to compel target audience it is product attribute strategy. This works for utilitarian products, too. Think about the last purchase you made. But which attributes you choose to show will vary depending on campaign, customer, or brand. Product attributes can be accessibility, reliability, comfort, design, affordability, reparability and many more. And when you click on it, you’re directed down the PDP to a product description that highlights how the consumer can listen to “the music [they] love” whilst “walking, working or working out”. Not only will you create more relevant, customer-centric campaigns, but you can test how these messages differ with seasons, trends, etc. 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. Positioning by product attributes and benefits; It is to associate a product with an attribute, a product feature, or a consumer feature. What are product attributes and benefits? Bringing your product-centric and customer-centric approach together is the future of retail marketing. It’s about testing different messages and product features and then highlighting the features that resonate with specific customer segments. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Using the survey answers Greats can automate a customer review shown on their “product review” page. 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. The competitors were making more of a durable sneaker designed for skating and resembled the traditional sneaker design. Nudges (which we’ve written extensively about - so I'm glad you asked), are subtle changes to the choice architecture. Let’s take a look at some examples. You enter into a dialogue with your customers. We’ve already talked about how product attributes and benefits are interlinked. All of these positioning strategies coincide with the benefits and positive outcomes acquired from eating at their restaurants. Its commitment to sustainability, local produce, soil respect, and healthy livestock is the cornerstone to its brand. A product attribute is a characteristic that defines a particular product and will affect a consumer's purchase decision. What’s the importance of product attributes and benefits? For example, you can test your attributes to learn which ones are the most important to your customers. For years, Kelvinator refrigerator used to be advertised for its coolest compressors. Positioning by product class: A brand positioning strategy in product class can be explained, where most of the time competition for a specific product comes from outside the product area. And product-centric vs. customer-centric approaches to marketing have always separated attributes from benefits. One way of doing this is by leveraging Dynamic Badges on the PLP. It is important to list the product attributes that matter most to the buyer. Use the best performing product attribute to optimize your omnichannel benefit-messaging. are nudges that do three important things: often praised for their great product descriptions. Moreover, Everlane - often praised for their great product descriptions - has a similar approach: Their shoe is a sneaker (attribute) designed for every destination (benefit). 67% of American shoppers want to know everything that goes into their food. How to create your product positioning (with examples) | Aha! I could list many reasons for the importance of product attributes and benefits when it comes to understanding consumer choice, preference, and behavior. So what’s special about it? Based on how they contribute my customers’ lives. Myers and Shocker [22] What product messages increase click behavior? 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