Monday, April 5, 2010
Features, Benefits, Values- A start...
In an effort to get my Features/Benefits/Values listed out, I've copied below my start on the Features, Benefits, and Values exercise. I still need to think through these and determine my vertical and horizontal mapping, but I think this is a good start for now.
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If GoLite is one of the best at producing environmentally-friendly clothing, I would suggest focusing on the values of "publicly expressing environmental concern" and "don't leave a footprint". Many people I know who are deeply concerned about environmental issues like to spread their message to influence others. This could be done with outerwear like GoLite, which is why I think "publicly expressing environmental concern" would be a big value to capitalize on. Although Patagonia may be the market leader in sustainable outerwear, I personally do not associate the brand with environmental concern. If GoLite can position itself as a brand that does a better job of making a positive impact on the environment, it could effectively steal share from many of its top competitors.
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