Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13 | Product Development Based on Bernd H. Schmitt’s ‘Experience value’: Research Case on the IGNIS Nature Series
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Title:
Product Development Based on Bernd H. Schmitt’s ‘Experience value’: Research Case on the IGNIS Nature Series
Author:
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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Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
099
Pages:
1185-1195
No. of pages:
11
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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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.

Keywords: Experience value; Cosmetic

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

Author:
Takao Someya, Schoich Kobayashi, Takayoshi Ito, Shin’ya Nagasawa
Title:
Product Development Based on Bernd H. Schmitt’s ‘Experience value’: Research Case on the IGNIS Nature Series
References:

Nagasawa; Shin’ya (2002). [Sensibilities in Product Development].

Nagasawa; Shin’ya (2005). [Hit making With Experiential Marketing – Manufacturing that Rocks the Boat].
Nagasawa; Shin’ya (2006). [Creation of Experience Value in Long-Established Businesses - Customer Approach Management].

Nagasawa; Shin’ya (2007). [Producing Experience Value].

Nagasawa; Shin’ya; & Someya; Takao (2007). [Traditions and Innovations in the Veteran Brand Toraya - Experience Value Creation and Technical
Management].

Nagasawa; Shin’ya (2009). [Premium Brand Strategies for Location and Traditional Industries – Technical Management that Generates Experience Value].

Otsuka Hideki; (2010). [There are No Recessions in ‘Deep Emotion’ – Why Does Albion President Shoichi Kobayashi Distribute Flyers?].

Schmitt; Bernd H. (1999). Experiential Marketing: How to Get Customers to Sense; Feel; Think; Act; Relate: Free Press.

Schmitt; Bernd H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers: Wiley.

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

Author:
Takao Someya, Schoich Kobayashi, Takayoshi Ito, Shin’ya Nagasawa
Title:
Product Development Based on Bernd H. Schmitt’s ‘Experience value’: Research Case on the IGNIS Nature Series
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