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Definition: Core Benefit Proposition
Core Benefit Proposition tells about what a consumer would perceive as the benefit in purchasing a new product compared to that in buying a competitor’s product. In some cases, market pressures determine the core benefit. For example, battery manufacturers indulge into advertisement wars based upon the battery life of their product.
The core benefit, hence, for a new battery is its long battery life. However, for several products core benefit is less restricted. Children’s car safety seat can have core benefits of ‘easy belt fastening’ as well as ‘low cost high safety’.
The message conveyed by a core benefit proposition should be simple and direct, describing the advantages of a certain product relative to other products available in the market. It should be easily comprehendible to the intended customers and should come as a part or whole of the main advertising line for subsequent marketing activities of a new product.
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