Laddering Process

Laddering Process

Source: https://marketoonist.com/2012/06/brand-laddering.html

Laddering is a well-established technique typically used to encourage self-analysis of behaviour and motivations. Applying this process to market research helps to gather a more complete list of “consequences” and climb towards the hard-to-reach “values”. These “values” are the most useful tools for predicting behaviour and identifying potential new opportunities.

Here is the 5 elements of  laddering process.

1. Attributes

Product Attributes is tangible characteristic of the product. For example, Coca-cola Zero is a soda beverage.

2. Feature

Product Feature is the product focused strength. Unique selling proposition is very important to differentiate the position of market. It decide whether it is strong enough to compete with variety products in the market. For example, Coca-cola Zero contain no sugar and low calories but it taste like the normal Coca-cola.

Source: https://www.coca-colacompany.com/stories/trying-is-believing--coca-cola-zero-sugar-campaign-zeroes-in-on-

3. Product benefit

Product benefit is the product feature that deliver directly to the consumer. For example, Coca-cola Zero contain no sugar and low calories, so, it will not cause obesity.

4. Customer benefit

Customer benefit is the rewards that customer gets from the product benefit. For example, Coca-cola Zero can quench their thirst while not absorb too much of sugar.

5. Value

Value is personal feel after using the product. It bring a change in your life and make you life better. For example, people feel thirsty after exercising, they always like to have a soda beverage, but a lot of soda beverages contain much sugar. All the efforts is in vain while drinking the normal soda beverage. Thus, Coca-cola Zero can fulfil the desire of drinking soda beverage while no absorb too much of sugar.

article by: Choong Lerxin