LoginPage 5: The importance of providing consumer benefits
One of the most important lessons to learn about successful marketing is that consumers do not buy products, they buy benefits.
For example, when you buy a compact CD player, you may look for one which:
- is stylish
- gives good value for money
- has the latest technology
- will not get broken easily
- gives the best quality sound reproduction.
You are, therefore, seeking a CD player which includes a whole range of benefits.
Some of these are sensory benefits, e.g. the colour and look of the CD player, some relate to value, e.g. the price in relation to the quality of the product, whilst others relate to convenience, e.g. the ease with which the player can be stored or carried around.
The same sorts of considerations can be related to cleaning products. The customer will want cleaning products that:
- are easy to use and control
- have desirable sensory qualities (i.e. look and smell nice)
- are easy to store
- give good value for money.
Outlined below is a range of benefits provided by the Super Concentrated Cleaning System:
1 Tote tray
- collapsible handle
- lightweight
- easy to carry.
2 Super Concentrated Cleaners
- powerful cleaners
- save shelf space
- non-spillable bottle plugs.
3 Water bottle
- refillable bottle which fits next to the product.
4 Sprayer
- no mess, no fuss, no waste
- guaranteed for two years with domestic use, giving lasting durability.
4a) Sprayer Dial
- lets you dilute the cleaner to suit the job
- easy to use settings from 0-5
- automatically dilutes the product with water to the concentration required for the job.
4b) Spray nozzle
- adjusts to spray or stream.
5 Trigger
- convenience at your fingertips.
6 Grip
- designed for control and comfort.
7 Lock tab
- locks bottles into place
- allows quick and easy change to another product.
