With few exceptions, every action we take has a social, functional and emotional dimension. I choose the beauty industry to show you how one brand stopped pushing ‘features’ or the product itself, and instead worked on cultivating relationships with the right customers.
Everyone knows Nivea – one of the largest personal care brands. If you’ve seen the commercials for Nivea body lotion, you’ve heard words like “Great for dry skin”, “Made for sensitive skin”, or “This cream makes your skin smooth.” Nivea is a good example of a company taking a market-oriented approach by addressing people’s skin problems, different contexts and offering them a solution to count on.
If Nivea had taken a more product-oriented approach, they could have used words like “Our cream is made with 100% natural ingredients”, or “This cream uses olive oil extracts or a super high tech patented technology.” While these can be impressive features, they fail to address the consumer’s concern – “How do I make my skin feel smoother?”
You can find below some self-explanatory visuals where the product attributes come out nicely. And, just like Nivea does, every successful tech product should focus on the needs of the market rather than make a case for their features or technology.
Photo source: adsoftheworld.com