Benefit Packages & Use Value

“Today’s smart marketers don’t sell products; they sell benefit packages. They don’t sell purchase value only; they sell use value.”
– Philip Kotler in Kotler on Marketing

So what’s a benefit package anyway?

Build-a-bear is a great example. Instead of offering a basic mass market teddy bear or even a super-premium-luxury-handmade teddy bear, Build-a-bear offers kids and their parents the heart-warming experience of finding a friend, from choosing a bear-skin, stuffing, putting in a heart (and making a wish), dressing him up and coming back for bear parties, shopping for accessories for your bear… the fun never ends!

Build a bear process

Thanks to Abhishek Rawat for telling me his Build a Bear story!

Cement Truck Can this concept be applied to your business? What if you’re in an old, staid industry like, say, cement? Cemex is a good example of how this concept works: they don’t just sell cement – they custom-make it in varieties like high-strength cement and anti-bacterial cement, deliver it to your doorstep, train your people at their construction schools and enroll you into their frequent cement buyer program!

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