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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketing Tip #2 | Views: 652 | | Dec 06, 2004 3:16 pm | | re: re: re: They don't buy benefits , they buy ... re: re: What do people buy? - Marketing Tip #2 | # | 
Jim Masen | | Dear Cijaye, Mike, and Craig,
When reading this discussion, I feel as if I am either trapped in an old bud light commercial (tastes great vs. less filling) or my left brain is debating with my right brain. Cijaye, I can tell you are an Olgivy when you use USPs. I tend to agree with you. Although, I would not have used the term FABs.
I think regardless of the strategy involved most products do not clearly differentiate themselves. So what is the real utilitarian or psychological value of having the hole drilled? Are holes a commodity? Or are holes allowing you to do something definitive or to gain some psychological benefit? Does it really matter that my hole is bigger or smaller than the other hole?
Oddly, the Honda Civic/Accord example nicely merges the two, because there can be both a benefit claim and a value claim made. These claims are complimentary. There are a few companies that have merged the USPs to speak to multiple audiences. How many people do you know buy a car because it's available in blue (a soothing color) and how many buy the car because the total cost of ownership is less than the other brands in its class?
I agree with Cijaye. The product attributes MUST be from the customer's vantage point.
Thus, if you are selling to customers whose psychographics skew towards definative, concrete measures, then the attributes and benefits highlighted would fit nicely into a more concrete benefit statement. (e.g. if you use X drug, your sinuses will clear up faster). The benefits either happen or don't happen within a suitable timeframe for the consumer.
However, if you are dealing with a psychographic that skews more towards perception, then the attributes (I feel features and attributes are almost synonomous) should emphasize these psychological factors. A value marketing strategy fits nicely into this. The Gap is not selling the benefits of clothing. I feel the Gap is selling the psychological value of affiliation or membership. (e.g. if you buy our clothes, then you are a hip, young, white, blond, meticulious, successful person). If you use Caphlon cookware, then you want to project the image of being a Chef. (you may or may not be a great chef or cook, that is irrelevant). If you buy our insurance product, then you really care about your family. In these examples, the values are caring about your family, membership into a specific group, and projecting an image of cooking ability or sophistication.
Ironically, if you look at the true product features, you could come up with a converse strategy. The Gap clothes could be shown to keep you warmer than the Generic Walmart Brand. The Caphlon cookware could be shown to cook your food better and quicker. The Insurance product could be shown to cost you less and offer more extensive protection than other products. The decongestant could be shown as an exclusive product that is used only by corporate CEOs who are Masons. The crux of the issue is- Do consumers or businesses make their decisions based upon the strategy being implemented or not? Could a contrarian strategy be successful and meet the consumer's needs.
Please forgive the length of this note... I was intending to write a brief statement.
Jim Masen
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