Identify Main and Dynamic Variables Exercise 8-2014

1. Complete a feature-benefit-value ladder (see BP p. 162-4 for details).

2. Identify and list the features that drive purchase decisions in your category. A literature
review will help you assemble this list.

3. Improve your list by connecting the features to customer benefits. For example, six-
speed transmission is a feature. Fun to drive is the benefit.

4. Insert the features and benefits in a table below.

5. Next, build up to values and enter in table.

6. Rate each benefit on a 10-point scale where 10 is the highest rating. Answer the
following questions when considering your ratings:

a. “How well does this benefit align with our core competency?”
Moustache – 7. People see moustache and think of brand.
Phone App – 5. The quality app aligns.
Stricter standards – 8.

b. “How effectively is our brand perceived for delivering this benefit?”

Very effective because you know what you are going to get with a Lyft. Quality
and safer.

c. “How effectively are our competitors’ brands perceived for delivering this benefit?”
6 – Competent and do a good job.

7. After making these assessments, rank order the benefits in terms of their importance to
your brand, where 1 is the most important.

8. What is the main variable in your category? How well does your brand perform on this
variable?
Ride Share. Doing very well in the category, evidence of market share taken.
 9. If you are not the category leader, which segmentation variable offers the best
opportunity for differentiating for your brand? Justify your answer.

10. What are the implications of the selection of the main and dynamic variables?

Generate Segmentation Variables

Feature Benefit Values Align Brand Competitor Competitor 2 Importance of

with Perception 1 Perception Benefit
core Perception
compet
ency
1 Brand I am fun Yes Professio Lacking
Identification and nalism personalit 2
Pink logo in
adventu with a y
vehicle. Pink rous. welcomin
mustache g twist

2 Make a stop Make No Easy to Easy to 3

along your friends use and use app
Phone App ride.
and convenie anyone
connect nt. can
ions download.
3 Good I Yes Safe; Inconsiste 1
Customer deserve consisten nt.
experience
Higher
more… t
standards experienc
e.
N