Starting with a product first can help focus on the features vs. benefits issues. A product can possess certain qualities which can be listed as features of the that offering. However, the benefits of those features need to be clearly communicated to existing and potential customers in order for them to understand the value they are getting or could gain by buying the item in question. When examining a product in this way it is easier to examine motivations to consume this product and how other solutions could offer innnovative alternatives or how that product could be improved or enhanced.
Bottles vs. Breasts
Features of the Bottle
- Nipples come in Silicone or Latex
- Shape come in straight or wide
- Angled top or vented
- Materials come in glass, plastic or steel
Features of the Breast
- Nipples are genetic match to you and your baby
- Shape shifting design
- All natural design and material
Benefits of the Bottle
- Wide shape made for easy cleaning
- Design can lend to reducing colic in babies
- Mothers have more freedom as others can feed the baby too
Benefits of the Breast
- Convenience - No purchase necessary
- Affordability - No refills necesary
- Economical - Most economical. money saving option
- Connection - Promotes bond between mother and child
(try it yourself, what are the features and benefits of disposable vs. reusable diapers?)
Further Product readings include:
Profile of a Breastfeeding Mom
The point of this exercise is to come up with a profile of a particular market segment and to start with your first customer in mind. If your group that you want to focus on are the "breastfeeding moms" then identify and name someone to represent the group. This will help you better understand the lifestlye of your customer and where their needs are being filled and where there may be gaps to fill. Even if you start with assumptions, it will give you the basis of checking those assumptions through real research to refine your brand communication and marketing mix strategy. Here is the exercise using the image above...
Name: Sarah Templeton
Age: 36
Place: Austin, Texas
Status: Married
Family: Husband Peter, Children: Delilah, 3 years old, Daphne 8 months
Lifestyle: Sarah is a working mother. She chooses to breastfeed with her second child as she learned how with her first child and now can find the balance between pumping while she is at work and using a combination of breastmilk through bottles during the day and breast at night and mornings. She also works out 2x per week with stroller jogging in her nearby park. She is a multi-tasker and feels productive when she can get 2 things done with one activity.
Owns: a hybrid car that runs on electricity and gas. She has a smart phone to keep herself organized as she is constantly on the go. She has a nanny who came with references as she raised Delilah without a nanny and with 2 children she needs a little extra support as her husband travels for work. She buys music and smart toys for her kids development and limits tv time. She enjoys nature and especially likes planning gourmet picnics.
Products/Services/Experiences that she does not own but might be predisposed to purchase if offered:
Annual pass to the children museum
Travel and Leisure Magazine
(Knowing her profile, what would your recommend for Sarah?)
Further Customer readings include
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