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Brand Ladder Plan: What Is It? Multiple Qualities of The Brand Can Influence Consumer Decision Making

This document outlines a brand ladder plan case study for the brand Fevikwik. [1] The brand ladder is a marketing tool that communicates all the benefits of a brand to customers across four dimensions: attributes, functional benefits, emotional benefits, and social benefits. [2] For Fevikwik, the brand ladder analysis covers the product's attributes of being handy, convenient to use, easy to store, and long-lasting. It also examines the functional benefits of solving adhesion problems and being available when needed. [3] Additionally, the analysis looks at providing customers a sense of security and trust, as well as social benefits like decreasing plastic waste and enabling reuse of broken products.

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Satrujit Mohapatra
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130 views3 pages

Brand Ladder Plan: What Is It? Multiple Qualities of The Brand Can Influence Consumer Decision Making

This document outlines a brand ladder plan case study for the brand Fevikwik. [1] The brand ladder is a marketing tool that communicates all the benefits of a brand to customers across four dimensions: attributes, functional benefits, emotional benefits, and social benefits. [2] For Fevikwik, the brand ladder analysis covers the product's attributes of being handy, convenient to use, easy to store, and long-lasting. It also examines the functional benefits of solving adhesion problems and being available when needed. [3] Additionally, the analysis looks at providing customers a sense of security and trust, as well as social benefits like decreasing plastic waste and enabling reuse of broken products.

Uploaded by

Satrujit Mohapatra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

BRAND LADDER PLAN

PROJECT: PIDILITE CASE STUDY

What is it? Multiple qualities of the brand can influence consumer decision making.
Brand ladder refers to the marketing tool used by marketers, to
communicate all the benefits of a brand to the end customer. The brand
ladder concept delivers a fantastic customer experience to all its
customers.

The brand ladder is generally known to connect product and brand


attributes to the personal and social factors of customers lifestyles.

The traditional brand ladder includes three categories, namely attributes,


functional benefits, and emotional benefits. In 2011, the Boston Consulting
Group came with the proposal to add to the model a fourth dimension. This
fourth dimension was a social benefit.

· Attributes

· Functional benefits

· Emotional benefits

· Social benefits

Parameter Product Attributes

What is it? Physical features of the products.

● Fevikwik pen is handy can be carried everywhere


● convenient to use
● Storage easier
● Stored longer no tension of drying
Strategy/ Fevikwik pen- consisting of multiple cartridge
Goal for it

Remarks

Parameter Product Benefits

What is it? What is the USP of the product and why it is functionally different from the
market?

Strategy/ ● Solving the problem of adhering to fingers


Goal for it ● Easy storage and carried
● Available when required
● Perfect and lifetime fix

Remarks

Parameter Emotional benefits

What is it? Whether the brand provides a sense of security and purpose to the end
customers.

Strategy/ ● Satisfaction to use the product when urgently required in any


Goal for it situation(handy)
● Trust on bejod majhbhuti

Remarks

Parameter Social benefits

What is it? Whether the brand increases the stature of the customer in the eyes of his
social circle.

Strategy/ ● Decreasing polythene in the environment


Goal for it ● Reuse of broken products
Remarks

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