Functional benefits Superior product attributes performance, taste ingredients, etc “ Tastes better”;“ Lasts Longer,, New Improved etc Examples Gillette MacH3 Crest toothpaste Functional Benefits Sharp flat-panel TV9 Functional Benefits • Superior product attributes, performance, taste, ingredients, etc. • “Tastes better”; “Lasts Longer”, “New & Improved” etc. • Examples – Gillette MACH3 – Crest toothpaste – Sharp flat-panel TV Functional Benefits