{"id":8871,"date":"2021-03-16T07:26:31","date_gmt":"2021-03-16T12:26:31","guid":{"rendered":"https:\/\/flevy.com\/blog\/?p=8871"},"modified":"2021-03-15T09:28:39","modified_gmt":"2021-03-15T14:28:39","slug":"consumer-benefits-ladder","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/consumer-benefits-ladder\/","title":{"rendered":"Consumer Benefits Ladder"},"content":{"rendered":"

\"\"Marketing<\/a>, these days, is shifting towards developing great ideas and creating customer experiences<\/a> that consumers discuss further in their circle.\u00a0 The focus of the marketing effort is on building a brand image.\u00a0 To supplement this organizations need to develop a culture that lives the brand.<\/p>\n

Top brands have been built by communicating their message to the most loyal customers who then shout it out to their friends and a chain starts making the brand a known name.\u00a0 Leading brands, today, strive to win a place in the minds of their consumers.<\/p>\n

Building a brand necessitates a robust Marketing approach.\u00a0 Prioritizing the main benefits of a product that an organization wants to concentrate on is a critical decision to build a brand.\u00a0 The Consumer Benefits Ladder<\/strong><\/a> (CBL) is one such method that informs the leaders on how to position their customer benefits in their Marketing campaign.\u00a0 These benefits should be those that are offered to the customers, and are not that the organization gets.\u00a0 The benefits transferred to the customers bring positive outcomes for the organization as well.<\/p>\n

The prime focus of the Consumer Benefits Ladder is to identify the key benefits of a product.\u00a0 The framework classifies consumer benefits into 4 broad types\u2014symbolized by the rungs of a ladder:<\/p>\n

RUNG 1 \u2013 Product Availability<\/strong><\/p>\n

RUNG 2 \u2013 Product Features<\/strong><\/p>\n

RUNG 3 \u2013 Functional Benefits<\/strong><\/p>\n

RUNG 4 \u2013 Emotional Benefits<\/strong><\/p>\n

\"\"<\/a><\/p>\n

The Consumer Benefits Ladder functions on the principle of developing insights incrementally to build Brand Loyalty in customers. \u00a0The concept of the Consumer Benefits Ladder originates from the \u201cLaddering interview\u201d technique used in Psychology and Marketing Research.<\/p>\n

The Laddering technique explores an individual\u2019s inner views through a battery of interrelated queries. The responses obtained against each query are further probed more deeply.\u00a0 The data gathered is refined to build insights, revealing the individual\u2019s fundamental beliefs and ethics, without the person knowing it.<\/p>\n

Let\u2019s dive deeper into the individual rungs of the CBL.<\/p>\n

RUNG 1 \u2013 Product Availability<\/strong><\/p>\n

The initial rung of the Consumer Benefits Ladder ensures the availability of the product in the target market.\u00a0 This step of the Consumer Benefits Ladder focuses on making people understand what the product is and how they can get it.\u00a0 It is a straightforward yet effective approach to Brand Building where leading organizations employing this strategy:<\/p>\n