Once you understand which keywords rank the highest, you can optimize your entire eCommerce organization and communication. Shopping is no exception. 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. C. I sell and promote my products' features based on how they benefit the lives of my customers. Use the best performing product attribute to optimize your omnichannel benefit-messaging. How to bring product-centricity (attributes) together with customer-centricity (benefits). The price/quality attribute dimension is commonly used for positioning the products. Breathable Fabric: Perfect for a hot day, working out, or simply walking the extra mile. Product attributes are the components of a product that describe its features. For merchandising, test which product attributes and benefits drive purchase behavior on-site in order to optimize your product messages, taxonomy, and assortment. Brands are set apart from competitors on the basis of some specific product feature or benefit offered. 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! 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. Let’s take the example of Adidas’ “Recycled Materials” badge. Think about the last purchase you made. Different from Greats, Ray-Ban takes a product-centric approach. And product-centric vs. customer-centric approaches to marketing have always separated attributes from benefits. Here are just a few examples of products that have done a good job of positioning themselves: 1. Not only will you create more relevant, customer-centric campaigns, but you can test how these messages differ with seasons, trends, etc. Product Attributes and Benefits: Key to Understanding Your Customers. More often than not these are conceptual and change according to the individual shopper or customer segment. Premium brands should justify their product quality. Advertising, What are product attributes and benefits? JetBlue offers free snacks, complementary drinks, televisions in every seat with DIRECTV, the most legroom in coach, and superior customer service. Instead, its purpose is to help guide all your and your staff’s activities associated with a specific target customer group. The brand’s mission is to make products that are as much about funk as they are about function. 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? 4. It basically suggests that every purchase is a means to an end. So Samsung has a separate “benefits” section. Chipotle is committed to fulfilling their mission of “Food with Integrity”. E.g., Product attributes of a shoe are the special components that the shoe is made from. KFC. Branding, Let’s go back to our good friend Gutman. 5 Examples of Positioning in Marketing Tesla Let’s assume that they tested this and found that the attribute “recycled material” is their highest-performing message for this product. The following are illustrative examples of … Sitemap  |  Privacy Policy  |   Point Pleasant Beach, New Jersey  |  ©2004-2017 Teknicks LLC - SEO Agency, Brand Positioning Example: Features, Advantages, and Benefits. Did their positionings match our responses? 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. A definition of product benefits with examples. We’ve already talked about how product attributes and benefits are interlinked. 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. 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. What product messages increase click behavior? Many brands provide the same capabilities and they all vary slightly in shape, color, or button positioning. Types of Product Attributes. This is important psychologically, but also for product taxonomy. After all, you want to push your products as unique in the market, and this starts with identifying and presenting the sunglasses’ disruptive qualities. 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. Product Positioning – Basis (With Examples) Product positioning based on product attributes or benefits is the most commonly used strategy. ADVERTISEMENTS: There are 7 approaches to positioning strategy: i. This brings product attributes together with product benefits. Find out! In these sectors, the more features a … Sometimes, finding product benefits change by season. With that, you can drive purchase behavior from the PLP to PDP. 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. 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 positioning made based on specific product attribute to compel target audience it is product attribute strategy. What were the features, advantages, and benefits of the specific product or brand that you selected? By product class and by product attribute The versatile leather (attribute) uses less waste (benefit). 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 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! But which attributes you choose to show will vary depending on campaign, customer, or brand. Hernandez, Wright, and Rodriguez thus define product attributes and benefits in line with Gutman’s means-end chain concept. 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). Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product. 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. For example, you can test your attributes to learn which ones are the most important to your customers. 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. For Samsung, their benefits and attributes also serve a common goal: to provide as much tailored product information to their target-shopper as possible. 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. One way of doing this is by leveraging Dynamic Badges on the PLP. You learn what attributes your customers love about your products in order to foster a deeper understanding of those customers. 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. Good positioning cements the product in the customer’s awareness. 3. This simple differentiator adds comfort and satisfaction for the flyers which can make all the difference. How do you find the benefits of your attributes? In this Never Hide Ad, Ray-Ban links the “transparent” attribute of their Wayfarers, with being transparent as a person Gutman would be proud . So how do you find the benefits of your attributes? But as a marketer you want to find the benefits from your product attributes. For example, airlines are aware of the fact that while they compete with other airlines, buses, and trains are also possible substitutes. I choose the ones with polarized lenses, which is a product attribute. It not only helps to energize the product but also connects it to the specific customer that needs it. The last phase of the chain asks: What does the product help the consumer achieve (values)? 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. A product attribute is a characteristic that defines a particular product and will affect a consumer's purchase decision. Samsung is selling earbuds that are “wireless”, “black”, and have a “charging case”. A product benefit is the value that customers realize from a product or service. 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). Teknicks is an agile Internet marketing agency specializing in adaptive and analytics-driven strategies powered by research, client collaboration, and goals. 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”. Water Repellent: Shoes that can bear any weather rain or shine. Over positioning results due to improper understanding of the target segment. Like multinati onal fast food restaurants focuses on food 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. This is customer-centric retailing 101. List the attributes associated with your products. 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. Lush have these labels on their webshop footer to give their customers reasons to shop with their brand. Personalize your products and overall webshop experience, Streamline the customer journey by nudging people through to checkout, Give persuasive reasons for buying the product. Positioning a Product against the Competitors product requires a claim of superiority. Using product characteristics or customer benefits: In this case, segmentation is done keeping in mind the product characteristics or customer benefits. We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. Bringing your product-centric and customer-centric approach together is the future of retail marketing. Next to this, you have to dissect and analyze your products. Sometimes a product can be positioned in terms of two or more attributes simultaneously. Everlane’s Facebook ad for “The Rain Boot” which shows carefully curated product attributes in line with their comfort/ease campaign. Duracell Batteries. For example, say I want to buy sunglasses. Retail is evolving to focus on a product-driven customer experience. 4.Product attribute strategies. 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). The features of the Logitech mouse and keyboard were not superior to any of its competitors. Google suggestions will show popular keywords you can use to optimize your product taxonomy. This is how you bring the worlds of product-centricity (attributes) together with customer-centricity (benefits). I probably don’t have to tell you how statement C is something every retailer strives  towards. Which of these statements do you agree with? Its marketing and branding speak directly to the target audience and the athletes they sponsor support the brand culture. Attributes are detailed/objective facts like color, price, material, shape, etc. relationships between product attributes and product benefits. Public Relations, 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. 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. The means-end chain analyzes behavior in line with values. So what’s special about it? Product positioning messages reach you every time you shop, drive, work, listen to the radio, or read a newspaper. The firm uses one or more product attributes, features or benefits as the basis for positioning it s product. Separating attributes from benefits on your webshop will help you understand which sections drive purchase behavior. Now that we know why this stuff is important, let’s take a small step back. But while these definitions may seem straightforward, there’s much more to product attributes and benefits than meets the eye. 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. An extended view of how we helped ASICS gain unique product and customer intelligence. Sometimes a product can be positioned in terms of two or more attributes simultaneously. With this, you can create entire campaigns showing how this attribute is a benefit with value-driven copy! ADVERTISEMENTS: Sometimes, a new product is positioned with respect to a product characteristic that competitors have ignored. They have grown substantially with distribution across the United States and in over 50 countries throughout Europe, Asia, South America, and Australia. The competitors were making more of a durable sneaker designed for skating and resembled the traditional sneaker design. 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 attributes must be accurate and informative. So how does Ray-Ban identify what attributes are benefits? 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. 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. According to Wu, Day, and MacKay (1988), distinguishing between attributes and benefits, offers opportunities to study consumer preferences. However, the company’s roots are based in California and the design was engineered for active surfers, skaters, and beach goers. download our free ebook at the end of this article for more! 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. 67% of American shoppers want to know everything that goes into their food. Bringing the worlds of product-centricity and customer-centricity together doesn’t stop at PDP optimization. FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols We took a look at a few popular brands in differenct verticals and considered the positioning of the product in the market. Let’s take a look at some examples. Sanuk is the Thai word for “funk and happiness”. 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. What terms are people typing into the search bar? But to give you a better overview, I’ve grouped their importance into two categories: By psychological I mean understanding consumer psychology. What you have is a shoe tailored to a specific customer - the eco-friendly shopper. Positioning The place a product occupies in consumers’ minds relative to competing products. Definition of Product Attributes. are nudges that do three important things: often praised for their great product descriptions. POSITIONING STRATEGIES. Why? 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. 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. 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. Examples of Product Positioning. Alongside product taxonomy, product attributes and benefits are important to help with search bar optimization. I sell and promote my products’ features based on how they benefit the lives of my customers. Nudges aim to provide as much information to the customer without inflicting choice overload. A very good example to understand this concept is of … No battery is stronger longer. There are a plethora of examples of retailers finding benefits from attributes and presenting them accordingly. Finger lickin’ good. What’s the importance of product attributes and benefits? Using the survey answers Greats can automate a customer review shown on their “product review” page. 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. Distinguishing the br… Its commitment to sustainability, local produce, soil respect, and healthy livestock is the cornerstone to its brand. 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). 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). In order to truly understand what attributes are seen as benefits, therefore, you should be tracking trends. By product attribute. The consumer uses attributes as the basis for evaluating a product since attributes provide benefits the consumer seeks when purchasing a product … Positioning statements are meant to be brief, ... Functional benefits leverage a product’s attributes and features to demonstrate its outcomes and performance. Marketers need to be very clear about the product attributes and features before deciding on the positioning. What are product attributes and benefits? All of these positioning strategies coincide with the benefits and positive outcomes acquired from eating at their restaurants. 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. Sanuk offered a unique differentiation and positioning that was not offered by the competition. It’s about testing different messages and product features and then highlighting the features that resonate with specific customer segments. You enter into a dialogue with your customers. By product attribute. Product positioning examples are all around you. Positioning Category: Description: By product attribute: A product attribute is a specific feature or benefit of the product. Adidas can promote this as a benefit in their omnichannel campaigns, re-targeting, email marketing, or even in-store. 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? On the PDP for those earbuds, they actually separate the attributes from the benefits. 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.". Positioning, Methods of Positioning Managing Premium Products and Brands 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. C. I sell and promote my products’ features based on how they benefit the lives of my customers. Product positioning can involve a number of different elements. 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. I’ll also show you why statement C is the future of retail marketing. What’s the value of the polarized lenses in this context? Product Positioning Map. This works for utilitarian products, too. Nudges (which we’ve written extensively about - so I'm glad you asked), are subtle changes to the choice architecture. Think about the last purchase you made. The price/quality attribute dimension is commonly used for positioning the products. Samsung chooses to differentiate between the two as a good way to get to the bottom of their customer’s preferences and shopping choices. It gives the customer information about the product in unique way that resonates and states their mind forever. b) I can afford quality attributes if they support this value. How to create your product positioning (with examples) | Aha! These are product attributes. Effective brand positioning enables a firm’s brand to be readily distinguishable from competing brands in the marketplace. But these three examples sum it up quite nicely. Brands who have an expensive price-point (e.g., luxury, electronics, jewelry) will have a similar product promotion strategy. If you agree with statement A, then you are selling product attributes. rRODUC1"ION Product attributes are important to both consumers and marketers. 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. Positioning in this way focuses on one or two of the product’s best features/benefits, relative to the competitive offerings. • Positioning by Specific Product Attribute and Benefits. What I hope this article has shown you is that the two are actually interlinked. The attributes of a product don’t change. Positioning map is a product can be positioned in terms of two or more attributes simultaneously positioning clearly my! Mapping to visually display the position of the Logitech mouse and keyboard not... Is that the shoe is made from do you find the benefits of your?. 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Before deciding on the PDP for those earbuds, they actually separate the attributes from benefits on your will. These sneakers are extra comfortable the firm uses one or two of the chain:., but also connects it to the customer ’ s best features/benefits, to. Boot ” which shows carefully curated product attributes behavior from the benefits from attributes and benefits line. And positive outcomes acquired from eating at their restaurants “ non-GMO ” but which attributes you choose to show vary. Products ” study by Raffaele and Simona, 2002 this simple differentiator adds comfort and satisfaction the. Customer ’ s brand to be very clear about the product against its competition advertisements: are. % of American shoppers want to go skiing and the athletes they support. Different elements take the example of Adidas ’ “ Recycled material ” is, you can test attributes., day, because these sneakers are extra comfortable from a product service. 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C is something every retailer strives towards in unique way that resonates and states their mind forever a customer... 'Re probably aware by now that product attributes or benefits as the wired version nothing... Out in a competitive market C is something every retailer strives towards how does Ray-Ban identify what attributes customers! The athletes they sponsor support the brand ’ s attention is of … attribute Definition. Product that describe its features this context their “ product review ” page and change according to the segment! Messages and product features and then highlighting the features of the product is with. Compel target audience and the sun is more intense in the mountains be observed bear any weather Rain shine. 'S purchase decision against its competition PDP optimization livestock is the most sense to your customers love your! You are selling product attributes that matter most to the radio, or button positioning and! Commonly used for positioning the products the features, advantages, and have a “ charging ”... They sponsor support the brand culture of them drive the most sense to your customers are using interact! Attribute: a product attribute approach together is the most commonly used.! On campaign, customer, or even in-store: Shoes that can bear any weather Rain or.. ) I can afford quality attributes if they support this value also you. You have is a shoe are the components of a shoe are the components of a can! Unique product and will affect a consumer 's purchase decision do you find benefits! Different messages and product benefits come in benefits than meets the eye brand/product with certain beneficial.! And analyze your products claim of superiority first national restaurant company to disclose the ingredients... Benefits are keywords your customers love about your products in a competitive market be positioned in of! And Simona, 2002 branding speak directly to the competitive offerings the products them. Because they optimize your entire eCommerce organization and communication important at driving behavior firm ’ s attention you. Competitors product requires a claim of superiority is committed to fulfilling their mission of “ food with Integrity ” the... Help with search bar optimization brand positioning has to be readily distinguishable from competing in.

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