Marketing Message Components
What is included in the marketing message?
We use the marketing message advertising the Polar Explorer sleeping bag as an example:
Do you want to catch a cold and not get enough sleep in a cold night while camping, thus putting yourself and everybody around in a bad mood? Even on a very cold night, you can have a good night's sleep in warmth and comfort, be awake in the morning, and get a lot of pleasure from camping activities! The insulation of the Polar Explorer sleeping bag is one-inch thick, while that of the others is not more than half-inch. In this sleeping bag you can retain the body heat all night even in cold weather. Of course, the Polar Explorer is one and a half times more expensive than other sleeping bags and takes up more space, both in the pantry and in the car. It weights more than other bags. But what is more important to you: to be cheerful, fresh and healthy or to have a cheap, compact and lightweight sleeping bag with thin insulation?
This marketing message includes the following components:
Product [Polar Explorer sleeping bag]: A product or service provided to the Consumer in exchange for other values (in particular, for money).
Target Customer [person who is going for camping overnight]: a person who might benefit from interaction with proposed Product.
Job-to-Be-Done [sleeping outdoors while camping]: Job-to-Be-Done refers to the Target Customer. This is the job that the Target Customer can perform with this Product.
Need [to be in good physical shape and mood]: Need refers to the Target Customer. This is the purpose of performing the Job-to-Be-Done.
Feature [thickened (one inch) insulation]: Feature applies to the Product. What distinguishes the proposed Product from other similar products.
Capability [to retain body heat for a long time during sleep, even in cold weather]: Ability refers to the Target Customer. What the Customer could do using the Product Feature that he could not do before or without this Product.
Drawback [do not get enough sleep, freeze and catch a cold on a cold night]: The Drawback relates to the Job-to-Be-Done. Perform the Job-to-Be-Done in a worse way (slower, harder, more expensive, less reliable, less accurate, in discomfort, with worse results, etc.) due to the fact that the Target Customer does not have the Capability.
Advantage [sleep well in warmth and comfort]: Advantage refers to the Job-to-Be-Done. Perform the Job-to-Be-Done better (faster, easier, cheaper, more reliable, more accurate, more comfortable, with better results, etc.) due to the fact that the Target Customer can exploit new Capability.
Direct Loss [to be in poor physical shape, sleepy and sick]: Direct Loss refers to the Target Customer. Deterioration in satisfying the Need due to Drawback or lack of Advantage.
Direct Benefit [to be cheerful and fresh]: Direct Benefit refers to the Target Customer. Improvement in satisfying the Need thanks to the obtained Advantage.
Indirect Losses [put self and everybody around in a bad mood]: Indirect Losses relate to the Target Customer. Deterioration in satisfaction of other Customer's Needs due to Direct Loss or not gaining the Direct Benefit.
Indirect Benefits [to get a lot of pleasure from camping activities]: Indirect Benefits relate to the Target Customer. Improvement in satisfaction of other Target Customer's Needs due to gaining the Direct Benefit.
Additional Costs [pay 50% more, need more space for storage and transportation, need to apply more effort to carry]: Additional Costs relate to the Target Customer or to someone else. Additional Total Cost of Ownership associated with possession or use of this Product.