If you drink EVIAN you could be young better!
You feel better due to consumption of this specific mineral water.
Η τέχνη να ζεις σαν Ιταλός;
Focus on lifestyle.
The idea is share the Italian style with all other consumers. Symbolical!
Taste, Convenience, Energy, Availability & Healthiness are functional bennefits.
Taste, Convenience, Energy, Availability & Healthiness are functional bennefits.
One good example we can use is the
mineral water business. Mineral water like any other product category can
provide consumers with very different benefits: functional,
symbolical, experiential, and psychological.
For example, a mineral water which is focused on some
specific features of the product can provide a lot of functional
benefits.
For example, it can be used for a
specific diet, and it can be considered light and/or healthy.
On the other side, there are other
mineral waters that provide consumers with other benefits that are
more symbolical.
Let me give you an example,
There are two different brands: Evian
which is part of the Danone group and San Pellegrino which is part of the
Nestlé group. If you look at the ad by Evian...
The ad is very focused on the health
aspect. Basically, if you drink Evian you can
stay younger forever. This is obviously put as an extreme. It’s very function, I mean you feel
better, because your health would be benefit by the consumption of this kind of
mineral water.
If you look at the ad by San
Pellegrino... The ad is very focused on lifestyle.
The idea is seeing San Pellegrino as
one one of the most famous Italian brands. The idea is to “live in Italia,”
that is share the Italian lifestyle with all other consumers. It’s much more symbolical. It has
nothing to do with function benefits.
As you see we have two very different
classes of benefits: one is the benefits connected to the functional
aspects of the products and the service; and the
second one is the big area of symbolical and experiential benefits.
