Chapter 10 - Step 7.1: Creating A Product Platform Flashcards
Examples of products as a good vs a service
Breathalyzers (goods), tobacco quitline (services)
Core customer value/product
The benefit the priority audience wants and expects in exchange for performing the behaviour
WIIFM?
What benefits will customers receive?
What needs will the desired behaviour satisfy?
What problems will it solve?
Actual customer value/product
Specific tangible goods or services you want your audience to acquire, consume, participate in, and/or utilize - related to the desired behaviour
Augmented customer value/product
Any additional product elements you will be providing and/or promoting along with the actual product
Make the campaign tangible
Eg Core-Actual-Augmented products
Core product: reduce salmonella poisoning
Actual product: wash hands and work surfaces thoroughly after handling products
Augmented product: coloured chopping boards
Decisions to consider for tangible goods
Need for new tangible goods to support behaviour change
Improving or enhancing current tangible goods
Need or opportunity for a substitute product
Decisions to consider regarding services (intangible offerings)
Education-related services such as parenting workshops for talking to kids about sex
Personal services such as escorting students home at night
Design thinking
Focuses on making a product attractive and easy to use. Designed with core product in mind
eg: suntan lotion pumps
Brand identity
How you (the maker) want consumers to think, feel, and act with respect to your brand
Branding
The process of developing an intended brand identity
Brand image
How your target audience actually does think, feel, or act with respect to your brand
Brand awareness
The extent to which consumers recognize a brand
Brand promise
The marketer’s vision of what the brand must be and do for consumers
Brand loyalty
The degree to which a consumer consistently purchases the same brand within a product class
Brand equity
The value of a brand including all intangible elements such as their loyalty, awareness, perceived quality, trademark, etc
