2. Select a product (pls attach the picture) and put into words, your own description of attributes/features and the various benefits based on the five levels in the laddering process.
Skinfood Egg White Pore Mask
Egg white is known for its benefits on
eliminating acne, tightens the pores, absorbing excess oil in the face and as
temporary wrinkle treatment. Skinfood came up with the wash-off mask and it
contained egg white as their main ingredients. The main function of this mask
is to cleanse blackheads and minimizing the pores, so it will be less noticeable. This mask only comes up in
tub with the amount of 100g. Having a tub as the packaging could make it less
hygiene compared to the one in a bottle, therefore customer needs to have an
extra spatula when they want to scoop and use the mask for the hygiene purposed.
The texture of the mask is more like butter
than clay, as it is soft and light. The scent is relatively not too strong. However, it works similar as the other clay
mask. The colour of the mask is white, as egg white is their main ingredients. However, the result will be depends on their own skin and the compatibility of the skin with the mask.
To help to determine the benefits of the product, there are five levels of laddering process
- Attributes – A wash-off mask with a soft and light texture.
- Product Features - It contains egg white that consists of amino acids that could heal skin.
- Product Benefits - Remove and cleanse the blackheads and shrink pores, to reduce the chance of the dirt to stuck and clog in the pores.
- Customer Benefits - Free of blackheads and minimize pores.
- Value - Having a cleaner and brighter face.
A product is just another product, if it doesn’t go through the five levels of the laddering process. The laddering process, breathes in life to the product. Without attributes, product features, product benefits, customer benefits and value, a product is just an empty vessel without a soul. A product must stand out amongst it’s other competitors in the market, to prove that it is something different from the others and is able to solve your problem by providing you better methods.
ReplyDeleteRecently, there is a trend of using egg mask like the hot product, Egg Mouse Pack and Egg Cream Mask that made in Korea. I agree that using the tub is less hygiene and it is inconvenient even though it provides the spatula as consumers need to wash the spatula every time after scooping the mask. If this product can sell in tube , it will be more convenient and also more hygiene. So, I think consumer will buy this product except because of the benefit but also because of the trend.
ReplyDeleteIt is important that the company except following the trend but also the product need to have these five laddering process. So, the company will clearly know that what are the benefits of the product that can stand out from the other competitors.
I must agree with Maya that the product's packaging is less hygiene for users. Especially opening the cover and the products will be exposed to bacteria. Like what Elyza suggested putting it in a tube is also a good option. Another packaging method would be mini individual packs in a box, this would be the most hygienic method of all, as users can finish the product in one shot. It may not be environmental friendly idea but the company can look out for eco-friendly packaging.
ReplyDeleteHaving the laddering process is important so that it portrays a clearer message for the users as well as for the product image. By having a good laddering process it also gives the buyers a more in depth understanding about the usage and functions of the product. With this process, it is actually more convincing for buyers to purchase the item.
In general I believe that all products must undergo the five levels of laddering process, its a simple formula that regardless of intentions, is still applicable by right and gives a more clearer picture towards the product marketer to sell the product to consumers
ReplyDelete