framing products as experiences iñigo gallo
TRANSCRIPT
![Page 1: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/1.jpg)
FRAMING PRODUCTS AS EXPERIENCES
Iñigo GalloAssistant Professor in Marketing
IESE Business School
![Page 2: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/2.jpg)
![Page 3: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/3.jpg)
![Page 4: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/4.jpg)
![Page 5: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/5.jpg)
![Page 6: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/6.jpg)
![Page 7: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/7.jpg)
![Page 8: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/8.jpg)
![Page 9: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/9.jpg)
experiences > products
More personal
![Page 10: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/10.jpg)
![Page 11: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/11.jpg)
experiences > products
More personal
More happiness
![Page 12: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/12.jpg)
![Page 13: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/13.jpg)
experiences > products
More personal
More happiness
More social
![Page 14: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/14.jpg)
![Page 15: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/15.jpg)
Differentiation‐ +Extract
commodities
Makegoods
Deliverservices
Stageexperiences
![Page 16: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/16.jpg)
$1
$5
Product ServiceCommodity
![Page 17: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/17.jpg)
How can product brands sell experiences?
![Page 18: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/18.jpg)
by speaking about it
![Page 19: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/19.jpg)
![Page 20: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/20.jpg)
![Page 21: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/21.jpg)
![Page 22: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/22.jpg)
![Page 23: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/23.jpg)
![Page 24: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/24.jpg)
by moving to experiences around the product
![Page 25: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/25.jpg)
![Page 26: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/26.jpg)
![Page 27: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/27.jpg)
![Page 28: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/28.jpg)
Enjoy it out of home (with someone else)
PRODUCTyogurt
![Page 29: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/29.jpg)
![Page 30: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/30.jpg)
Enjoy it out of home (with someone else)
PRODUCTCloser to cafeteria style & participate in the elaboration process
coffee
![Page 31: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/31.jpg)
![Page 32: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/32.jpg)
![Page 33: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/33.jpg)
Enjoy it out of home (with someone else)
PRODUCTParticipate in the
elaboration processLearn: analyze,
track, compare, …
tennis gear
![Page 34: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/34.jpg)
by surrounding the decision making process with experiences
![Page 35: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/35.jpg)
expensive
imposing as a brandimposing as a sport
![Page 36: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/36.jpg)
CONSIDERATION
TRIAL
PURCHASE / REPURCHASEPARTICIPATION
EVANGELISM
![Page 37: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/37.jpg)
![Page 38: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/38.jpg)
![Page 39: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/39.jpg)
CONSIDERATION
TRIAL
PURCHASE / REPURCHASEPARTICIPATION
EVANGELISM
![Page 40: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/40.jpg)
Are there any risks to this strategy?
Experiences are complex
Experiences are uncertain
![Page 41: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/41.jpg)
![Page 42: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/42.jpg)
![Page 43: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/43.jpg)
Will the “experience” complicate the brand?
And make room for “no-nonsense” competitors?
![Page 44: Framing products as experiences iñigo Gallo](https://reader033.vdocuments.us/reader033/viewer/2022042906/58ab03331a28abd35e8b61a3/html5/thumbnails/44.jpg)
FRAMING PRODUCTS AS EXPERIENCES
Iñigo GalloAssistant Professor in Marketing
IESE Business School