formulating a marketing concept from a consumer insight

what is a marketing concept (the premise)

a unique selling propsotion or a benefit statements

what is a benefit

promises to your customer, they demonstrate the value of your offering by highlighting a positive outcome that they will experience if they purchase it, the benefit of your product should answer the insights of your audience, once consumers understand the value of the product/service theyll be much more eager to purchase your product

how to formulate a marketing concept

1. a consumer insight (the premise about the consumer)

2. a key benefit (the promise of what your product/service delivers which answers the consumer question “what do i get?”)

3. reasons to beleive (the proof of how you will convince your consumer that your product or service will really deliver the promised benefit)

example of a consumer insight for upcycled headwear

“i choose to consume products that are sustainable and i beleive i can truly express my personality through a head piece because i have a desire to distinguish myself from others and leave the smallest environmental footprint possible, but sustainable fashion is usually expensive and does not always look good”

example of a benefit for upcycled headwear

juxtapose makes headwear from upcycled garments that are economically accesible and come in many different styles