Product Development Based on Bernd H. Schmitt’s ‘Experience value’: Research Case on the IGNIS Nature Series

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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Ingår i: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Linköping Electronic Conference Proceedings 100:99, s. 1185-1195

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Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

ISSN: 1650-3686 (tryckt), 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.


Experience value; Cosmetic


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