The laddering process and its five levels
The
laddering process is a process that is used by advertises to determine the
product benefit. the lower the step you are on the ladder, the more product
particular your message is, and the higher the step you are on the ladder, the
more you're managing what’s critical in a customer's life. Transmitting product
benefit and consumer benefit can be the basis of your strategy. There are five
levels in the laddering process is attributes, product feature, product
benefit, customer benefit and value.
Attributes
is actually one of the marketing characteristics of a product or feature that
is thought to claim to customers. The next is product feature, product feature
is what does the product look like in terms of size, weight, material and odor
qualities while product benefit is satisfying customers’ needs like “what benefits
to the customer gets when they use this product”. It is also targeted to
certain people. Customer benefits is the actual or recognized value that a
customer believes receiving can be a resolution of a problem when using the
particular product through collaborating with a company. These benefits can be the
resolution of a customer’s problem. Lastly value, value is basically like the
results the customers will get after using a particular product. For example,
the product called Fair and Lovely when customers use it, the result is it’ll
will make the skin brighter. That is the meaning and the meaning of laddering
process.
Written by Divya Mae
The laddering process is an important process to let company know that whether the product can compete with other competitor before launching in the market. It is because laddering process is a qualitative method to collect the factors that influence purchase behavior of consumers. You will find out which product features are important to product users and end with users’ emotional benefits.
ReplyDeleteConsequently, company can understand what should they improve as every levels in laddering process are critical reason will influence consumers' buying behavior.
After complete the laddering process, it is easier for advertiser to advertise and position the product. As the value that we find out is an important element and motivations driving the consumers' decision.
I think Divya had explained in detail about the laddering process. The laddering process is actually a technique to find out what people value. Before the laddering process is made, advertisers are most likely to interview people regarding their opinion towards the product or they may run a survey to understand the potential users.
ReplyDeleteWith the data collected, then the advertising team would then start drafting the entire laddering process. The data acts as the values of the potential customers and what are the motivations that drive them to purchase the item. However this technique may have weakness because the interviews and surveys done may not have a 100% accuracy therefore, the inaccuracy of the data may affect the laddering process which leads to less precision.
Well that was informative and very much well said on Divya's end, the laddering process seems to me like just another form of market research as it deals with customers wants and needs according to the benefits that the product provides. Though its best to take it with a grain of salt as the market itself a living thing in its own right, meaning it constantly changes and adapts according to a lot of factors.
ReplyDelete