Value-Enhancing Strategies

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