These are product attributes. Shopping is no exception. This was a standard feature in the past for airlines but cutbacks forced many brands to retire it. 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.". Let’s go back to our good friend Gutman. The attributes of a product don’t change. According to Wu, Day, and MacKay (1988), distinguishing between attributes and benefits, offers opportunities to study consumer preferences. For example, providing DIRECTV in every seat awards riders the luxury of relaxing to their favorite television shows in high definition and provides a seamless transition from couch to coach. 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”. 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? 4.Product attribute strategies. Think about the last purchase you made. Next to this, you have to dissect and analyze your products. JetBlue does a great job addressing their target audience by offering free food and beverages. Product attributes and benefits are keywords your customers are using to interact with your brand. You can test which badges are most important at driving behavior. What terms are people typing into the search bar? Good positioning cements the product in the customer’s awareness. It’s about testing different messages and product features and then highlighting the features that resonate with specific customer segments. They have grown substantially with distribution across the United States and in over 50 countries throughout Europe, Asia, South America, and Australia. 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. If you agree with statement B, then you are selling product benefits. The following are illustrative examples of … are nudges that do three important things: often praised for their great product descriptions. Gutman’s means-end chain from “linking values to products” study by Raffaele and Simona, 2002. With this, you can create entire campaigns showing how this attribute is a benefit with value-driven copy! Attributes are detailed/objective facts like color, price, material, shape, etc. Brands are set apart from competitors on the basis of some specific product feature or benefit offered. Lush have these labels on their webshop footer to give their customers reasons to shop with their brand. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. 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. Next to this, showing the attributes and benefits of your products (as product badges or in your product descriptions, for instance) are nudges that do three important things: Hold on a second - what are nudges again? Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. 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. Positioning The place a product occupies in consumers’ minds relative to competing products. So Samsung has a separate “benefits” section. The paper found that benefit vs. attribute appeals will resonate for consumers depending on their construal levels...but that’s a big theory for another article. ADVERTISEMENTS: Sometimes, a new product is positioned with respect to a product characteristic that competitors have ignored. Using the survey answers Greats can automate a customer review shown on their “product review” page. This is important psychologically, but also for product taxonomy. Nudges (which we’ve written extensively about - so I'm glad you asked), are subtle changes to the choice architecture. 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. After all, you want to push your products as unique in the market, and this starts with identifying and presenting the sunglasses’ disruptive qualities. C. I sell and promote my products’ features based on how they benefit the lives of my customers. Focuses on the enjoyable taste of the product. Now that we know why this stuff is important, let’s take a small step back. But which attributes you choose to show will vary depending on campaign, customer, or brand. Topics: Nick Chasinov. This works for utilitarian products, too. These Product Positioning Strategies require a unique or superior product attribute in regard to a competing product. B. 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. Test these attributes on-site to learn which of them drive the most behavior (CTR, add-to-cart). I choose the ones with polarized lenses, which is a product attribute. List the attributes associated with your products. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. It is important to list the product attributes that matter most to the buyer. With that, you can drive purchase behavior from the PLP to PDP. relationships between product attributes and product benefits. 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. Google suggestions will show popular keywords you can use to optimize your product taxonomy. Product attributes and benefits are important because they optimize your customer-centric approach by using theory and research. Water Repellent: Shoes that can bear any weather rain or shine. 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. Here are just a few examples of products that have done a good job of positioning themselves: 1. download our free ebook at the end of this article for more! Sometimes, finding product benefits change by season. Product benefits, on the other hand, are the features that are most important to the customer. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. ADVERTISEMENTS: There are 7 approaches to positioning strategy: i. For years, Kelvinator refrigerator used to be advertised for its coolest compressors. The brand’s mission is to make products that are as much about funk as they are about function. 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. For merchandising, test which product attributes and benefits drive purchase behavior on-site in order to optimize your product messages, taxonomy, and assortment. For Samsung, their benefits and attributes also serve a common goal: to provide as much tailored product information to their target-shopper as possible. A very good example to understand this concept is of … Posted by 5 Examples of Positioning in Marketing Tesla Positioning a Product against the Competitors product requires a claim of superiority. What’s the value of the polarized lenses in this context? Sometimes a product can be positioned in terms of two or more attributes simultaneously. Breathable Fabric: Perfect for a hot day, working out, or simply walking the extra mile. 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. The product does not match the responses in the table for the simple fact that I am not taking advantage of the features at this time. In these sectors, the more features a … There are a plethora of examples of retailers finding benefits from attributes and presenting them accordingly. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. I probably don’t have to tell you how statement C is something every retailer strives  towards. C. I sell and promote my products' features based on how they benefit the lives of my customers. In order to truly understand what attributes are seen as benefits, therefore, you should be tracking trends. Did their positionings match our responses? 4. Burger King ad from 2002 emphasizes the benefit of “paying rent”. Top Shop has collections that match their target audience’s desires and group similar product attributes together by their overarching benefits. Many brands provide the same capabilities and they all vary slightly in shape, color, or button positioning. However, the company’s roots are based in California and the design was engineered for active surfers, skaters, and beach goers. 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 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). This simple differentiator adds comfort and satisfaction for the flyers which can make all the difference. This is customer-centric retailing 101. 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! Why? 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. 3. Personalize your products and overall webshop experience, Streamline the customer journey by nudging people through to checkout, Give persuasive reasons for buying the product. By product class and by product attribute The price/quality attribute dimension is commonly used for positioning the products. For example, say I want to buy sunglasses. Bringing the worlds of product-centricity and customer-centricity together doesn’t stop at PDP optimization. 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. All of these positioning strategies coincide with the benefits and positive outcomes acquired from eating at their restaurants. You enter into a dialogue with your customers. Public Relations, Through positioning in marketing, companies have an opportunity to communicate the critical benefits that their product/ service offers. What are product attributes and benefits? By product attribute. Nudges aim to provide as much information to the customer without inflicting choice overload. E.g., Product attributes of a shoe are the special components that the shoe is made from. And by technical I mean all the ins and outs of your eCommerce offering that product attributes and benefits will help you optimize. 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). Different from Greats, Ray-Ban takes a product-centric approach. Over positioning results due to improper understanding of the target segment. Positioning by product attributes and benefits; It is to associate a product with an attribute, a product feature, or a consumer feature. It not only helps to energize the product but also connects it to the specific customer that needs it. 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. More often than not these are conceptual and change according to the individual shopper or customer segment. 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. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. 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). 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. 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. In this Never Hide Ad, Ray-Ban links the “transparent” attribute of their Wayfarers, with being transparent as a person Gutman would be proud . 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. POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS Associating a product with an attribute, a product feature or a consumer feature. Distinguishing the br… Brand Positioning has to be desirable, specific, clear, and distinctive in nature from the rest of the competitors in the market. Summary – Positioning vs Differentiation. Hernandez, Wright, and Rodriguez thus define product attributes and benefits in line with Gutman’s means-end chain concept. JetBlue offers free snacks, complementary drinks, televisions in every seat with DIRECTV, the most legroom in coach, and superior customer service. Product Positioning Map. One way of doing this is by leveraging Dynamic Badges on the PLP. Duracell Batteries. Effective brand positioning enables a firm’s brand to be readily distinguishable from competing brands in the marketplace. How to create your product positioning (with examples) | Aha! 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. Product Attributes and Benefits: Key to Understanding Your Customers. The means-end chain analyzes behavior in line with values. A few examples are positioning by: Product attributes and benefits: Associating your brand/product with certain characteristics or with certain beneficial value. 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). Even the name of the product is its special attribute. KFC. Product positioning is the identity and value of a product or service that allow it to stand out in a competitive market. The price/ quality attribute dimension is commonly used for positioning the products. Product attributes of a simple t-shirt. On the PDP for those earbuds, they actually separate the attributes from the benefits. The features of the Logitech mouse and keyboard were not superior to any of its competitors. A product attribute is a characteristic that defines a particular product and will affect a consumer's purchase decision. I could list many reasons for the importance of product attributes and benefits when it comes to understanding consumer choice, preference, and behavior. I sell and promote my products’ features based on how they benefit the lives of my customers. 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. 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”. Positioning in this way focuses on one or two of the product’s best features/benefits, relative to the competitive offerings. What were the features, advantages, and benefits of the specific product or brand that you selected? If you agree with statement A, then you are selling product attributes. Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product. What are product attributes and benefits? In an industry where margins and costs that are critical to the success of each transaction could put you out of business, JetBlue focuses on the big picture by targeting the needs and wants of flyers. What you have is a shoe tailored to a specific customer - the eco-friendly shopper. I use the keyboard and mouse everyday and it is just as effective as the wired version but nothing more. • Positioning by Specific Product Attribute and Benefits. Positioning by product attributes and benefits: It is to associate a product with an attribute, a product feature, or a consumer feature. So what added value does the polarized lens bring to my life? 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. What’s the importance of product attributes and benefits? What were the features, advantages, and benefits of the specific product or brand that you selected? Attribute Positioning Definition Also defined as Attribute Matching. Positioning statements are meant to be brief, ... Functional benefits leverage a product’s attributes and features to demonstrate its outcomes and performance. What I hope this article has shown you is that the two are actually interlinked. I’ll also show you why statement C is the future of retail marketing. 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. Polarized lenses for the beach, safari, skiing, or lounging on my terrace? For example, you can test your attributes to learn which ones are the most important to your customers. Product attributes must be accurate and informative. 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. The targeting and development of product or service attributes that match the needs and requirements of customers within specific market segments.The match of attributes to the needs and wants of customers within a market segment. Its commitment to sustainability, local produce, soil respect, and healthy livestock is the cornerstone to its brand. This is how you bring the worlds of product-centricity (attributes) together with customer-centricity (benefits). Let’s take a look at some examples. 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. 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. 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. Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. Adidas can promote this as a benefit in their omnichannel campaigns, re-targeting, email marketing, or even in-store. An extended view of how we helped ASICS gain unique product and customer intelligence. Chipotle’s positioning clearly matches my responses in the above table. 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. Separating attributes from benefits on your webshop will help you understand which sections drive purchase behavior. Types of Positioning 5. Let’s take the example of Adidas’ “Recycled Materials” badge. IKEA’s product taxonomy relies on product attributes to guide the shopper’s attention. The last phase of the chain asks: What does the product help the consumer achieve (values)? On the PDP for those earbuds, they actually separate the attributes from the benefits. So while there is value in differentiating between product attributes and benefits, in most cases attributes and benefits go hand-in-hand - which we’ll see examples of later on. Teknicks is an agile Internet marketing agency specializing in adaptive and analytics-driven strategies powered by research, client collaboration, and goals. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. Samsung chooses to differentiate between the two as a good way to get to the bottom of their customer’s preferences and shopping choices. Sanuk offered a unique differentiation and positioning that was not offered by the competition. The competitors were making more of a durable sneaker designed for skating and resembled the traditional sneaker design. The versatile leather (attribute) uses less waste (benefit). Use the best performing product attribute to optimize your omnichannel benefit-messaging. You're probably aware by now that product attributes and benefits have long been a source of academic research. Once you understand which keywords rank the highest, you can optimize your entire eCommerce organization and communication. 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. 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. But these three examples sum it up quite nicely. Types of Product Attributes. b) I can afford quality attributes if they support this value. Positioning Category: Description: By product attribute: A product attribute is a specific feature or benefit of the product. That’s where your product benefits come in. We’ve already talked about how product attributes and benefits are interlinked. Sitemap  |  Privacy Policy  |   Point Pleasant Beach, New Jersey  |  ©2004-2017 Teknicks LLC - SEO Agency, Brand Positioning Example: Features, Advantages, and Benefits. 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. Bringing your product-centric and customer-centric approach together is the future of retail marketing. 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. The positioning made based on specific product attribute to compel target audience it is product attribute strategy. FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Positioning Example • eBay’s positioning: No matter what “it” is, you can find “it” on eBay! 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. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. No battery is stronger longer. 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). So how do you find the benefits of your attributes? 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 This brings product attributes together with product benefits. The price/quality attribute dimension is commonly used for positioning the products. Presented in the right way at the right time and product attributes and benefits will be nudges that help your shoppers make better decisions, optimizing the overall customer journey on your webshop! A perfect example of a company using the value-based positioning is DuckDuckGo – the search engine which doesn’t your data, unlike Google. 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. Based on how they contribute my customers’ lives. Read it here first. 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. Sometimes a product can be positioned in terms of two or more attributes simultaneously. Positioning, Methods of Positioning Managing Premium Products and Brands 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”. 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. The consumer uses attributes as the basis for evaluating a product since attributes provide benefits the consumer seeks when purchasing a product … Product positioning examples are all around you. Everlane’s Facebook ad for “The Rain Boot” which shows carefully curated product attributes in line with their comfort/ease campaign. Product Positioning – Basis (With Examples) Product positioning based on product attributes or benefits is the most commonly used strategy. Using product characteristics or customer benefits: In this case, segmentation is done keeping in mind the product characteristics or customer benefits. Product attributes are the components of a product that describe its features. Brands who have an expensive price-point (e.g., luxury, electronics, jewelry) will have a similar product promotion strategy. It is defined with a set of customer needs in mind and includes elements such as brand identity, brand image, features and quality. rRODUC1"ION Product attributes are important to both consumers and marketers. Sanuk is the Thai word for “funk and happiness”. 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. 46% are swayed by labels like “organic” or “non-GMO”. When you look at the means-end chain model, this should be the crux of bringing product-centric and customer-centric together. The versatile leather ( attribute ) uses less waste ( benefit ) branding! A number of different elements of superiority the target segment chain ( 1982 ) is a tailored! 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