at the most fundemental level, the
benefits sought are the emotional states that result from a successful
product purchase --
people rarely think about their purchases in this manner, yet their
future behavior depends on whether they have successfully found the benefits that have been
sought.
Note how this relates to segmentation
and to positioning.
Tangible product...let's get physical
features
brand name
packaging
"quality"
Augmented product... synonomous with the whole offering, including all attributes.
delivery?
installation?
flirt with sales person?
warranty
credit or terms
after sales service?
unpaid celebrity usage of product?
e.g. unpaid for celebrity visits to a partucular resort?
primary, secondary, tertiary
For some products the package is a very
important aspect of the product itself.
Packaging is more important because
self service
competition among packaging concepts
affluence??? will we pay more? probably
package reinforces or even creates the
company or brand image.
Packages must stand the tests of
functionality
visual appeal
stocking ease for dealers
consumer response
Packaging as waste...
40 percent of solid waste is packaging!
What is the solution?
Two other P's of marketing you might run across --
People -- who does a customer interact with?
Process -- How does the interaction happen?
Return to Notes list.