“The purpose of advertising is to get consumers to think about or react to the product or company in a certain way. People will react only if they believe that they will benefit from doing so. Thus, developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals.” (Marketing: An Introduction for Education Management Corporation, p.392). “Consumers see products as complex bundles of benefits that satisfy their needs. When developing products, marketers first must identify the core customer value that consumers seek from the product. They must then design the actual product and find ways to augment it in order to create this customer value and the most satisfying customer experience.” (Marketing: An Introduction for Education Management Corporation, p.211) “A product can be offered with varying features. A stripped-down model, one without any extras, is the starting point. The company can create higher-level models by adding more features. Features are a competitive tool for differentiating the company’s product from competitors’ products. Being the first producer to introduce a valued new feature is one of the most effective ways to compete.” (Marketing: An Introduction for Education Management Corporation, p.215) Elegance Vodka has many features that you wouldn’t normally see in Vodka. It has a unique shaped bottle designed to lure in females, but not just any female. These females are ages 25-35. These are women who want to feel recognized for their everyday activities, but don’t express that want. Elegance wants to recognize these women who have full hearts for everyone around them. This is a benefit. This benefit is fulfilled by the amazing exotic fruit flavors that cross the palette with a refreshing sense of one’s self. The features to me go along with the benefits. Without one, you wouldn’t have the other.
