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L4: Value enhancement & benefit manipulation (Value-enhancement…
L4: Value enhancement & benefit manipulation
Location
Most visitors value presence of business in hospitals
Positive impact on repeat purchase and WoM
Want great variety
E-Commerce
Customer engagement online
Expectations
Personalised shopping
Clear categorisation
Tracking of orders
Product-related information
Engagement
Provision of information outside of product/service category --> Overall idea 'Not just soap but beauty'
Value-enhancement strategy
More important benefits
Benefit accuracy compared to competition
Relevancy, importance, and relativeness of benefits compared to other companies
Requires continuous effort
Can be quantified through value judgements
Brand benefit manipulation
Improving benefits to enable customer e.g. Hyundai's warranty extension to 10 years, 10.000 miles
Benefit improvement to entice customers: Hospital: Antiseptic aromas with scents, more comfortable and stylish gowns
Needs regular check-in and constant adding/deleting
Adjustment of benefit's importance weight
Enablement: Listerine: Used bad taste as evidence for germ killing effectiveness in it's advertising
Enrichment: Hermes --> turning long waiting time into evidence for quality and stellar manufacturing process (vorfreude)
Create (Change) Referent to increase enablement
Gatoride hydrates faster than water
Bottled water so much safer etc. than tap water