Takao Someya
ALBION Co., Ltd., Japan
Schoich Kobayashi
ALBION Co., Ltd., Japan
Takayoshi Ito
ALBION Co., Ltd., Japan
Shin’ya Nagasawa
Graduate School of Commerce, Waseda University, Japan
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Published in: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Linköping Electronic Conference Proceedings 100:99, p. 1185-1195
Published: 2014-06-11
ISBN: 978-91-7519-276-5
ISSN: 1650-3686 (print), 1650-3740 (online)
We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products; rather than merely offering functionality and benefit. Thus; this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts referred to as “experience value” by Bernd H. Schmitt have indicated; through a large number of examples; that they are perfect for communicating the superiority of the products. With the analysis of the competitive advantage held especially in the high-class goods market; notions regarding this experience value demonstrated a certain power and influence; and made it possible to clearly recognize the brand’s superiority and more easily compare the differences between brands.
While the experience value concept was utilized as a tool for analyses of existing successful products; it is also thought crucial for creating successful products by theoretically conferring sensibility value upon them. Therefore; we investigated methods by which products’ success rates could be raised by incorporating this concept of experience value into the IGNIS Nature series manufactured and sold by the ALBION Co.; Ltd. Here; ALBION’ Shirakami Laboratory adopted a value-added approach towards products by forming a framework for the same with plant extract compounds from various species of privately cultivated herbs. The result was an increase in sales volume.
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