Utility BMI 3 C Example Form and Function

Utility BMI 3 C

Example

Form and Function Mug Example l – Form? l l – What does it look like? Looks like a mug, but what defines a mug? Function l What does it do?

Form and Function l l Form follows function… the shape of a product is determined by what its supposed to do Products are supposed to be useful – “Utilities”

Utilities l l What aspects of a product make it worthwhile for me to purchase? Can take into consideration – – – how consumers feel about a product the convenience of purchasing the product the value of obtaining the product when they want it

Types of Utility l l Form Time Place Possession

Form Utility l The physical characteristics of a product – l l Ex: detergent (powder vs liquid) The relationship between a product/service’s form and its function Form utility can also be affected by innovations in production materials and technologies

Form Utility l l l Form utility can also add value to a product by making it attractive to look at as well as useful Style and fashion make form as important as function Form utility takes into consideration the material used in making a product, and the product’s scent, flavour, colour, design, and packaging

Time Utility l Is it available when the consumer wants it? – – – Now vs later Appropriate time of day Appropriate time of year

Place Utility l l l Where the product or service is made available Ex: If it is a retail establishment, it should be easily accessible for customers Mail order companies make it easy for customers to shop whenever they want and then have their purchases delivered to them

Possession Utility l l Value created by allowing easy transfer of a product's ownership Ex: various time payment, leasing, and credit purchase strategies can be important in making a product more attractive to a consumer

Information Utility l A product has value to a consumer only when the consumer knows that the product exists and what benefits it offers – l l Thus, advertising provides information utility May also include accessible resources about product (i. e. website) Also includes instructions/guide, access to customer support, etc.