Client Story

Nowadays successful marketers try to remain open and flexible. All of them try to share one unchanging maxim: customers don`t buy products, they seek to acquire benefits. These few words hold the secret of their success in the market. It is a principle which can be applied to almost any market decision.

What does this principle mean? The principle itself is deceptively simple, that`s why many marketers pass it by. The successful marketing organization will pay more than lip service to its meaning, because it represents the most basic and most important principle of marketing. Customers don`t buy a product for the product itself. Customers buy clean floors not floor polish. They buy security, not insurance policies. They buy high performance engines not Ferraris and better lubrication, not industrial oil.

What is the concept of customer benefits? This concept shows the importance of an organization being oriented towards the customer or market rather than the product. The organization cannot afford to adopt a narrow view of its role by concentrating only on the product. An organization, for example, producing adding machines in a marketing environment which is moving towards calculators will soon find itself and its product obsolete. It must consider what the benefits of its product are ( in this case computing sums accurately and quickly) and make sure that it is providing that benefit better than any other organization. If a better or more effective method of computing comes along, the customer will naturally be attracted to that product which can provide increased benefits. Marketers should maintain a dynamic and regular check on their product range and try not to confuse products with markets.