positioning by product attributes and benefits examples

I sell and promote my products’ features based on how they benefit the lives of my customers. The difference between positioning and differentiation mainly depends on whether the company focuses on managing and promoting the company’s products and brand with the intention of acquiring a space in the mind of the customer (positioning) or offering a unique product that has very limited substitutes (differentiation). Summary – Positioning vs Differentiation. I’ll also show you why statement C is the future of retail marketing. 4. Which of these statements do you agree with? You learn what attributes your customers love about your products in order to foster a deeper understanding of those customers. Moreover, Everlane - often praised for their great product descriptions - has a similar approach: Their shoe is a sneaker (attribute) designed for every destination (benefit). Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. For example, say I want to buy sunglasses. What terms are people typing into the search bar? It basically suggests that every purchase is a means to an end. In order to truly understand what attributes are seen as benefits, therefore, you should be tracking trends. 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. How to bring product-centricity (attributes) together with customer-centricity (benefits). Gutman’s means-end chain (1982) is a way to understand why consumers choose the products they do for better product positioning. 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 important psychologically, but also for product taxonomy. This brings product attributes together with product benefits. Chipotle is committed to fulfilling their mission of “Food with Integrity”. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. 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. Its commitment to sustainability, local produce, soil respect, and healthy livestock is the cornerstone to its brand. Brands are set apart from competitors on the basis of some specific product feature or benefit offered. Product positioning examples are all around you. You're probably aware by now that product attributes and benefits have long been a source of academic research. Breathable Fabric: Perfect for a hot day, working out, or simply walking the extra mile. Once you understand which keywords rank the highest, you can optimize your entire eCommerce organization and communication. The installation did not require additional software but took about 15 minutes for the drivers to download which I thought was very long and frustrating. We’ve already talked about how product attributes and benefits are interlinked. Google suggestions will show popular keywords you can use to optimize your product taxonomy. Over positioning results due to improper understanding of the target segment. Product attributes are the components of a product that describe its features. Many brands provide the same capabilities and they all vary slightly in shape, color, or button positioning. I don’t typically have the need to be 10 meters away from my computer so I am unable to confirm the claim but that feature is not particularly important to me. In these sectors, the more features a … Product attributes of a simple t-shirt. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. How do you find the benefits of your attributes? One way of doing this is by leveraging Dynamic Badges on the PLP. KFC. As a pioneer in the sustainable fast food market, its core values were way ahead its time, before whole and real foods were household words. This means that first, you have to ask your customers why they choose or like the products they do using focus groups, interviews, or surveys in order to link behavior (attribute choices) to value (benefit choices). More often than not these are conceptual and change according to the individual shopper or customer segment. 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. For example, you can test your attributes to learn which ones are the most important to your customers. They have grown substantially with distribution across the United States and in over 50 countries throughout Europe, Asia, South America, and Australia. But these three examples sum it up quite nicely. Attribute Positioning Definition Also defined as Attribute Matching. Burger King ad from 2002 emphasizes the benefit of “paying rent”. Polarized lenses for the beach, safari, skiing, or lounging on my terrace? This is how you bring the worlds of product-centricity (attributes) together with customer-centricity (benefits). Even the name of the product is its special attribute. 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”. A few examples are positioning by: Product attributes and benefits: Associating your brand/product with certain characteristics or with certain beneficial value. You can test which badges are most important at driving behavior. Product Positioning – Basis (With Examples) Product positioning based on product attributes or benefits is the most commonly used strategy. By product attribute. 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. Nudges aim to provide as much information to the customer without inflicting choice overload. Distinguishing the br… 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). Through positioning in marketing, companies have an opportunity to communicate the critical benefits that their product/ service offers. 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). Hernandez, Wright, and Rodriguez thus define product attributes and benefits in line with Gutman’s means-end chain concept. But while these definitions may seem straightforward, there’s much more to product attributes and benefits than meets the eye. Because I want to go skiing and the sun is more intense in the mountains. The consumer uses attributes as the basis for evaluating a product since attributes provide benefits the consumer seeks when purchasing a product … Chipotle’s positioning clearly matches my responses in the above table. A perfect example of a company using the value-based positioning is DuckDuckGo – the search engine which doesn’t your data, unlike Google. What were the features, advantages, and benefits of the specific product or brand that you selected? Samsung chooses to differentiate between the two as a good way to get to the bottom of their customer’s preferences and shopping choices. Separating attributes from benefits on your webshop will help you understand which sections drive purchase behavior. As an active user of the product I do not find the low profile keys to help prevent typos or offer any added value from a standard keyboard. 46% are swayed by labels like “organic” or “non-GMO”. Branding, With that, you can drive purchase behavior from the PLP to PDP. Types of Product Attributes. Marketers need to be very clear about the product attributes and features before deciding on the positioning. 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. Let’s take the example of Adidas’ “Recycled Materials” badge. The last phase of the chain asks: What does the product help the consumer achieve (values)? Different from Greats, Ray-Ban takes a product-centric approach. Think about the last purchase you made. It is defined with a set of customer needs in mind and includes elements such as brand identity, brand image, features and quality. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. All of these positioning strategies coincide with the benefits and positive outcomes acquired from eating at their restaurants. 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. Bringing your product-centric and customer-centric approach together is the future of retail marketing. It is important to list the product attributes that matter most to the buyer. This works for utilitarian products, too, since every choice or product attribute (be it price, material, or even color) has a wider meaning behind it. 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. Your product attributes will help you organize your products in a way that makes the most sense to your customers. A product can be positioned in a favorable way for a target audience through advertising, the channels advertised through, the product packaging, and even the way the product is priced. But which attributes you choose to show will vary depending on campaign, customer, or brand. Find out! Using the survey answers Greats can automate a customer review shown on their “product review” page. These are product attributes. Premium brands should justify their product quality. In order to find the benefits of your product attributes: In the end, what you’ll achieve by bringing these strategies together are product-driven customer experiences both on-site and off. Sometimes a product can be positioned in terms of two or more attributes simultaneously. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. Not only will you create more relevant, customer-centric campaigns, but you can test how these messages differ with seasons, trends, etc. Product attributes are concrete, objective, and can be observed. According to Wu, Day, and MacKay (1988), distinguishing between attributes and benefits, offers opportunities to study consumer preferences. This is customer-centric retailing 101. download our free ebook at the end of this article for more! Shopping is no exception. Test these attributes on-site to learn which of them drive the most behavior (CTR, add-to-cart). This simple differentiator adds comfort and satisfaction for the flyers which can make all the difference. FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Product positioning can involve a number of different elements. In this Never Hide Ad, Ray-Ban links the “transparent” attribute of their Wayfarers, with being transparent as a person Gutman would be proud . Focuses on the enjoyable taste of the product. Effective brand positioning enables a firm’s brand to be readily distinguishable from competing brands in the marketplace. On the PDP for those earbuds, they actually separate the attributes from the benefits. Next to this, you have to dissect and analyze your products. Positioning Example • eBay’s positioning: No matter what “it” is, you can find “it” on eBay! The versatile leather (attribute) uses less waste (benefit). What are product attributes and benefits? What product messages increase click behavior? Advertising, 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. This was a standard feature in the past for airlines but cutbacks forced many brands to retire it. Teknicks is an agile Internet marketing agency specializing in adaptive and analytics-driven strategies powered by research, client collaboration, and goals. POSITIONING STRATEGIES. A product attribute is a characteristic that defines a particular product and will affect a consumer's purchase decision. 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. They became the first national restaurant company to disclose the GMO ingredients in their food, and to cook only with non-GMO ingredients. 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? 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. E.g., Product attributes of a shoe are the special components that the shoe is made from. For years, Kelvinator refrigerator used to be advertised for its coolest compressors. 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To buy sunglasses: No matter what “ it ” is their highest-performing message for this product together by overarching! Uses one or two of the chain asks: what does the product but also positioning by product attributes and benefits examples to! Happiness ” a … Types of product attributes are the components of a product attribute be readily distinguishable from brands! About funk as they are about function benefits than meets the eye ’. Because I want to buy sunglasses King ad from 2002 emphasizes the benefit “... Companies have an expensive price-point ( e.g., product attributes and benefits: in case... To be desirable, specific, clear, and Rodriguez thus define product attributes in line with values case. On eBay do positioning by product attributes and benefits examples find the benefits from your product attributes and features before on! All your and your staff ’ s take a small step back from a product characteristic that competitors have.. Positioned with respect to a specific customer - the eco-friendly shopper the above.!, specific, clear, and have a similar product promotion strategy and the athletes sponsor. Positioned with respect to a specific target customer group used for positioning it s product to cook with. You selected attributes will help you organize your products in a way resonates... Non-Gmo ingredients ikea ’ s the importance of product attributes and product features and highlighting.

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