List the attributes associated with your products. On the PDP for those earbuds, they actually separate the attributes from the benefits. 67% of American shoppers want to know everything that goes into their food. C. I sell and promote my products' features based on how they benefit the lives of my customers. KFC. Good positioning cements the product in the customer’s awareness. Positioning The place a product occupies in consumers’ minds relative to competing products. 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. JetBlue does a great job addressing their target audience by offering free food and beverages. Sometimes a product can be positioned in terms of two or more attributes simultaneously. It is important to list the product attributes that matter most to the buyer. Positioning statements are meant to be brief, ... Functional benefits leverage a product’s attributes and features to demonstrate its outcomes and performance. Once you acknowledge how most products are bought with a personal value in mind, then you can really get to the core of who is buying your products in the first place. Topics: Next to this, you have to dissect and analyze your products. A famous example that the paper references is the 2002 Burger King ad copy that changed from “now you can pay rent and eat” - emphasizing a benefit - to “items starting at $1”, which emphasized an attribute. B. A product benefit is the value that customers realize from a product or service. After all, you want to push your products as unique in the market, and this starts with identifying and presenting the sunglasses’ disruptive qualities. Nudges (which we’ve written extensively about - so I'm glad you asked), are subtle changes to the choice architecture. Sometimes a product can be positioned in terms of two or more attributes simultaneously. Posted by By product attribute. 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. Burger King ad from 2002 emphasizes the benefit of “paying rent”. 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 Effective brand positioning enables a firm’s brand to be readily distinguishable from competing brands in the marketplace. The means-end chain analyzes behavior in line with values. The attributes of a product don’t change. 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. A very good example to understand this concept is of … Separating attributes from benefits on your webshop will help you understand which sections drive purchase behavior. Marketers need to be very clear about the product attributes and features before deciding on the positioning. The consumer uses attributes as the basis for evaluating a product since attributes provide benefits the consumer seeks when purchasing a product … I use the keyboard and mouse everyday and it is just as effective as the wired version but nothing more. By product attribute. These are product attributes. Product attributes are the components of a product that describe its features. Product attributes can be accessibility, reliability, comfort, design, affordability, reparability and many more. Find out! Since they promote their products as unique (the tagline “Never Hide” has dominated their ads since 2007) the benefits of their product attributes are founded in “more than 70 years of innovation and research”. 46% are swayed by labels like “organic” or “non-GMO”. 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. But as a marketer you want to find the benefits from your product attributes. An extended view of how we helped ASICS gain unique product and customer intelligence. It is defined with a set of customer needs in mind and includes elements such as brand identity, brand image, features and quality. Google suggestions will show popular keywords you can use to optimize your product taxonomy. How to bring product-centricity (attributes) together with customer-centricity (benefits). 4.Product attribute strategies. For example, IIPM Management Institute has its positioning as ‘Think beyond IIM’s’ but, in reality the students get dissatisfied as the Institute is not able to deliver that quality. Well, for campaigns and ads, Hernandez, Wright, and Rodrigues (2014) also differentiate between “benefit-appeal” copy (e.g., values, abstraction, and ends) and “attribute-appeal” copy (e.g., details, concreteness, and means). Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. But to keep things easy, this article will explore the definitions of product attributes and benefits so that you can get it right once and for all. For example, flats and heels are great going out shoes in the summer, but in the winter you’d rather go out in boots or ankle boots, right? Let’s assume that they tested this and found that the attribute “recycled material” is their highest-performing message for this product. POSITIONING STRATEGIES. What I hope this article has shown you is that the two are actually interlinked. Product Positioning Map. Even the name of the product is its special attribute. 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. The sneakers’ attributes are presented in a way that will benefit Everlane’s target customer, whilst showing reasons for shopping with their brand over others. 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. When you look at the means-end chain model, this should be the crux of bringing product-centric and customer-centric together. So how do you find the benefits of your attributes? Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. Samsung chooses to differentiate between the two as a good way to get to the bottom of their customer’s preferences and shopping choices. The brand’s mission is to make products that are as much about funk as they are about function. Nick Chasinov. Positioning Category: Description: By product attribute: A product attribute is a specific feature or benefit of the product. Product attributes and benefits are important because they optimize your customer-centric approach by using theory and research. Its commitment to sustainability, local produce, soil respect, and healthy livestock is the cornerstone to its brand. Its marketing and branding speak directly to the target audience and the athletes they sponsor support the brand culture. Top Shop has collections that match their target audience’s desires and group similar product attributes together by their overarching benefits. What are product attributes and benefits? Once you understand which keywords rank the highest, you can optimize your entire eCommerce organization and communication. Product positioning examples are all around you. In order to truly understand what attributes are seen as benefits, therefore, you should be tracking trends. Bringing your product-centric and customer-centric approach together is the future of retail marketing. 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. Hernandez, Wright, and Rodriguez thus define product attributes and benefits in line with Gutman’s means-end chain concept. Brands are set apart from competitors on the basis of some specific product feature or benefit offered. A perfect example of a company using the value-based positioning is DuckDuckGo – the search engine which doesn’t your data, unlike Google. That’s where your product benefits come in. The price/ quality attribute dimension is commonly used for positioning the products. Product attributes are concrete, objective, and can be observed. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. I want to protect my eyes which means. Think about the last purchase you made. Gutman’s means-end chain (1982) is a way to understand why consumers choose the products they do for better product positioning. And product-centric vs. customer-centric approaches to marketing have always separated attributes from benefits. Having a deeper understanding of which product attributes appeal to your target audience as benefits will help you sway your customers to make informed decisions as they shop. We’ve already talked about how product attributes and benefits are interlinked. Branding, Everlane’s Facebook ad for “The Rain Boot” which shows carefully curated product attributes in line with their comfort/ease campaign. These are product attributes. Positioning a Product against the Competitors product requires a claim of superiority. This works for utilitarian products, too. Click on the section “benefits” or keep scrolling down the PDP and you see many benefits that different product features can provide, depending on the shoppers' needs. Read it here first. And by technical I mean all the ins and outs of your eCommerce offering that product attributes and benefits will help you optimize. What’s the importance of product attributes and benefits? Product Attributes and Benefits: Key to Understanding Your Customers. Alongside product taxonomy, product attributes and benefits are important to help with search bar optimization. Water Repellent: Shoes that can bear any weather rain or shine. I’ll also show you why statement C is the future of retail marketing. But which attributes you choose to show will vary depending on campaign, customer, or brand. By product class and by product attribute Product positioning can involve a number of different elements. 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. 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”. It basically suggests that every purchase is a means to an end. If you agree with statement B, then you are selling product benefits. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. You learn what attributes your customers love about your products in order to foster a deeper understanding of those customers. So how does Ray-Ban identify what attributes are benefits? Nudges aim to provide as much information to the customer without inflicting choice overload. C. I sell and promote my products’ features based on how they benefit the lives of my customers. Brand Positioning has to be desirable, specific, clear, and distinctive in nature from the rest of the competitors in the market. 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.". How do you find the benefits of your attributes? Polarized lenses for the beach, safari, skiing, or lounging on my terrace? This simple differentiator adds comfort and satisfaction for the flyers which can make all the difference. 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. Let’s take a look at some examples. The features of the Logitech mouse and keyboard were not superior to any of its competitors. 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. Focuses on the enjoyable taste of the product. All of these positioning strategies coincide with the benefits and positive outcomes acquired from eating at their restaurants. The firm uses one or more product attributes, features or benefits as the basis for positioning it s product. Let’s take the example of Adidas’ “Recycled Materials” badge. The positioning made based on specific product attribute to compel target audience it is product attribute strategy. 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. However, the company’s roots are based in California and the design was engineered for active surfers, skaters, and beach goers. Sometimes, finding product benefits change by season. Many brands provide the same capabilities and they all vary slightly in shape, color, or button positioning. Definition of Product Attributes. Chipotle’s positioning clearly matches my responses in the above table. 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. A definition of product benefits with examples. The following are illustrative examples of … For eCommerce, this choice architecture is basically how you choose to present your products on-site - download our free ebook at the end of this article for more! And for your campaigns, finding which product attributes resonate as benefits using a means-end-chain approach will help you understand your customers on a deeper level. In the end, this could look something like Adidas’ twitter campaign that highlights a product attribute (recycled material) to support a benefit (saving the ocean and conscious consumerism): So it's by understanding which product attributes are important to who that you can begin to turn attributes into benefits. 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). Over positioning results due to improper understanding of the target segment. Duracell Batteries. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. It’s about using Gutman’s means-end-chain to discover the why behind the buy for different customer segments. You can test which badges are most important at driving behavior. Like multinati onal fast food restaurants focuses on food Sanuk is the Thai word for “funk and happiness”. Sitemap  |  Privacy Policy  |   Point Pleasant Beach, New Jersey  |  ©2004-2017 Teknicks LLC - SEO Agency, Brand Positioning Example: Features, Advantages, and Benefits. Attributes are detailed/objective facts like color, price, material, shape, etc. POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS Associating a product with an attribute, a product feature or a consumer feature. But these three examples sum it up quite nicely. 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. I choose the ones with polarized lenses, which is a product attribute. Lush have these labels on their webshop footer to give their customers reasons to shop with their brand. More often than not these are conceptual and change according to the individual shopper or customer segment. rRODUC1"ION Product attributes are important to both consumers and marketers. Use the best performing product attribute to optimize your omnichannel benefit-messaging. What terms are people typing into the search bar? What are product attributes and benefits? Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product. In this Never Hide Ad, Ray-Ban links the “transparent” attribute of their Wayfarers, with being transparent as a person Gutman would be proud . This is how you bring the worlds of product-centricity (attributes) together with customer-centricity (benefits). Types of Product Attributes. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. hbspt.cta._relativeUrls=true;hbspt.cta.load(3782461, '9719b191-9560-44ee-9a1b-f87b77584db3', {}); As with most of our behavior, we can stem the patterns from evolution. According to Wu, Day, and MacKay (1988), distinguishing between attributes and benefits, offers opportunities to study consumer preferences. When consumers are looking for a certain product, they want to attain information about it easily and find the right thing among a large number of choices. 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