Law1104

Lexus TV advertisement

1. List all the benefits that someone would be seeking with this car. Think about functional benefits as well as benefits that would satisfy higher order needs!

-Quality -Value -Satisfaction -Brand Image

-Transport -Sex Appeal

-I get a thrill from driving this car (emotional benefit)

I feel I have arrived in this car!! (self actualisation)

I have good status with this car (social benefit)

This car has good safety (functional benefit)

This car has a level of quality that I like!

Good value for money compared to BMW & Merc

I trust this brand

Level of comfort

Level of performance

2. For the total product concept, what is the core benefit?

To get me from A to B. Transport.

3. Study the advertisement. Write down all the attributes that you see! Place these attributes on the total product concept. What would the future product look like, in your opinion?

V8 motor- performance

Sleek design

Active headlights- Safety/Perfomance

Leather seats

Engine noise

Alloy wheels/low profile tyres

Multi display dashboard

Tinted windows

High tech paint

Active suspension

Brand

Which of these attributes would be expected/needed to be competitive for a 4 door executive sedan?

-Tinted windows

-Leather seats

-Design

Which of the attributes are augmented? (extras, ones we might highlight)

-Multi display dashboard

-High tech paint

In the future; self-healing paint, a car that is ‘one’ with you. Ie. Full customization offer- total synchronization

Product Lifestyle

1. What is the product lifecycle and what is the market lifecycle?

Underlying assumption is that products die. There is a seven-year product lifecycle for this Mercedes E-class.

Product lifecycle Develop, introduce, growth, maturity, decline.

E-class has been around since the 80’s. Could say it has ~40 year market lifecycle

What could alter or stop this market lifestyle?

Innovation ie. Teleportation

Think back...