I want to protect my eyes which means. What were the features, advantages, and benefits of the specific product or brand that you selected? Polarized lenses for the beach, safari, skiing, or lounging on my terrace? 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? The firm uses one or more product attributes, features or benefits as the basis for positioning it s product. That’s where your product benefits come in. The price/quality attribute dimension is commonly used for positioning the products. This brings product attributes together with product benefits. It not only helps to energize the product but also connects it to the specific customer that needs it. You can test which badges are most important at driving behavior. Alongside product taxonomy, product attributes and benefits are important to help with search bar optimization. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. But to give you a better overview, I’ve grouped their importance into two categories: By psychological I mean understanding consumer psychology. Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product. 3. They became the first national restaurant company to disclose the GMO ingredients in their food, and to cook only with non-GMO ingredients. There are a plethora of examples of retailers finding benefits from attributes and presenting them accordingly. Next to this, you have to dissect and analyze your products. Bringing your product-centric and customer-centric approach together is the future of retail marketing. Sometimes a product can be positioned in terms of two or more attributes simultaneously. Positioning Example • eBay’s positioning: No matter what “it” is, you can find “it” on eBay! 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. Read it here first. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. These are product attributes. Breathable Fabric: Perfect for a hot day, working out, or simply walking the extra mile. Teknicks is an agile Internet marketing agency specializing in adaptive and analytics-driven strategies powered by research, client collaboration, and goals. 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. 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. 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. If you agree with statement A, then you are selling product attributes. The means-end chain analyzes behavior in line with values. How to bring product-centricity (attributes) together with customer-centricity (benefits). C. I sell and promote my products’ features based on how they benefit the lives of my customers. Product Positioning Map. Positioning, Methods of Positioning Managing Premium Products and Brands When you look at the means-end chain model, this should be the crux of bringing product-centric and customer-centric together. This works for utilitarian products, too. Over positioning results due to improper understanding of the target segment. Let’s take the example of Adidas’ “Recycled Materials” badge. More often than not these are conceptual and change according to the individual shopper or customer segment. 4. 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. 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. Product positioning map is a diagrammatic technique where the business uses perceptual mapping to visually display the position of the product against its competition. Different from Greats, Ray-Ban takes a product-centric approach. A product benefit is the value that customers realize from a product or service. Topics: 67% of American shoppers want to know everything that goes into their food. 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. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. A few examples are positioning by: Product attributes and benefits: Associating your brand/product with certain characteristics or with certain beneficial value. 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. Duracell Batteries. Once you understand which keywords rank the highest, you can optimize your entire eCommerce organization and communication. On the PDP for those earbuds, they actually separate the attributes from the benefits. This is important psychologically, but also for product taxonomy. According to Wu, Day, and MacKay (1988), distinguishing between attributes and benefits, offers opportunities to study consumer preferences. Types of Positioning 5. Definition of Product Attributes. Let’s take a look at an example of an eCommerce store that differentiates between attributes and benefits. So how do you find the benefits of your attributes? 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. Sanuk is the Thai word for “funk and happiness”. 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. Personalize your products and overall webshop experience, Streamline the customer journey by nudging people through to checkout, Give persuasive reasons for buying the product. Through positioning in marketing, companies have an opportunity to communicate the critical benefits that their product/ service offers. Moreover, Everlane - often praised for their great product descriptions - has a similar approach: Their shoe is a sneaker (attribute) designed for every destination (benefit). 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. Separating attributes from benefits on your webshop will help you understand which sections drive purchase behavior. The price/quality attribute dimension is commonly used for positioning the products. What terms are people typing into the search bar? Distinguishing the br… Think about the last purchase you made. ADVERTISEMENTS: There are 7 approaches to positioning strategy: i. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. Use the best performing product attribute to optimize your omnichannel benefit-messaging. Product attributes must be accurate and informative. Which of these statements do you agree with? What were the features, advantages, and benefits of the specific product or brand that you selected? Here are just a few examples of products that have done a good job of positioning themselves: 1. relationships between product attributes and product benefits. Did their positionings match our responses? Good positioning cements the product in the customer’s awareness. 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. 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). Think about the last purchase you made. It’s about testing different messages and product features and then highlighting the features that resonate with specific customer segments. It basically suggests that every purchase is a means to an end. Advertising, What are product attributes and benefits? download our free ebook at the end of this article for more! One way of doing this is by leveraging Dynamic Badges on the PLP. What you have is a shoe tailored to a specific customer - the eco-friendly shopper. Premium brands should justify their product 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). Sometimes, finding product benefits change by season. 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. Because I want to go skiing and the sun is more intense in the mountains. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. 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. Using product characteristics or customer benefits: In this case, segmentation is done keeping in mind the product characteristics or customer benefits. Positioning a Product against the Competitors product requires a claim of superiority. Positioning statements are meant to be brief, ... Functional benefits leverage a product’s attributes and features to demonstrate its outcomes and performance. Test these attributes on-site to learn which of them drive the most behavior (CTR, add-to-cart). Nick Chasinov. Sanuk offered a unique differentiation and positioning that was not offered by the competition. 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. 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). Let’s go back to our good friend Gutman. Product attributes are the components of a product that describe its features. On the PDP for those earbuds, they actually separate the attributes from the benefits. It’s about using Gutman’s means-end-chain to discover the why behind the buy for different customer segments. And product-centric vs. customer-centric approaches to marketing have always separated attributes from benefits. This is customer-centric retailing 101. For example, say I want to buy sunglasses. So how does Ray-Ban identify what attributes are benefits? It gives the customer information about the product in unique way that resonates and states their mind forever. The following are illustrative examples of … 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). 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. 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