1. Improving benefit strength
 - Combination of several improvements of features/service will change customers attitude toward products
 - McDonald's case

2. Increasing or decreasing benefit importance
 - Increasing the importance of stronger attributes
 - decreasing the importance of weaker attributes
 - Heinz ketchup, Circus de sole

3. Introducing new benefits
 - Adding independent new benefits : Honda car's cup holder
 - Adding interdependent new benefits to cause positive changes in the strengths of current attributes : Hyundai car's 10 year 100,000mile warranty program
 
4. Manipulation or eliminating a referent alternative
 - Manipulating a referent alternative : Gatorade, Fast absorption than water. Nike, The safest & cheapest vehicle in the world.
 - Eliminating a referent alternative : Maxwell coffee or tea?. They even do not mention about Taster's choice. Creating a new category or a new segment in an existing product class. Creating a new product class.

2010년 7월 29일  
Posted by 뚜와띠엔
,