~ Means-end-chain ~

Identifying and describing abstract, non-tangiible aspects of your product or service are difficult but oh so valuable!
The Means-end-chain model of Gutman is simple in its set-up but challenging to apply to your market and even though it dates back in the eighties, it is still relevant today!

A clear example of this model is often applied to the wash detergent market where the attributes (1) seems to be the function of wash detergents, it contains components that improve the result of washing. This is however the means for the goal of doing laundry, in this case in an easy and effective way, hence the benefits (2).

One could say that this is enough in terms of market understanding, however going a level deeper in insight, the question arises which values (3) are at play in this market?

It appears that you're a good parent if your children can become dirty outside as they can explore, experiment and are not limited by the risk of making dirty clothes. Being good parents is a strong value that wash detergent brands have taken into their positioning being the support of parents with their laundry where it is ok that children come home dirty.
You can imagine that that is a more fundamental connection you can make with your customer.

Again, the model is in its set up simple, applying it in your specific business case with enough deep dive in it, is challenging.
Mutrition is experienced in applying this model to food business cases and can support such projects with market research in order to gain insights in the specifics of the target audience.

Imagine if you would be able to identify the values relevant in your market.
Relevant for your product/service by which you can guide R&D and product management in your company. You can then also optimize the strategy and tactics in sales, marketing & communication activities!
How would that improve your position and secure your competitive edge?
With 2-3 sessions using available knowledge in your company can already provide significant steps forward and could fit very easily in annual company meetings using everyone available.

To invite you hereby an Indian Summer '24 promotion: book a Means-end-Chain project at Mutrition and receive a basic application of this model on a related category of interest by Mutrition (valid till 30 Sept '24)