Native Secrets is an indigenous business that
produces and sells personal care products and essential oils from native plants. When working on a marketing strategy for
their new White Cypress Essential Oil, they are wondering how to best present
the value created by the product. The
oil is currently advertised as “soothing and grounding”, but the team is now
arguing whether that is a functional or experiential value, and how it relates
to the symbolic and cost/sacrifice value of the essential oil. Who is right?

Question

Native Secrets is an indigenous business that
produces and sells personal care products and essential oils from native plants.  When working on a marketing strategy for
their new White Cypress Essential Oil, they are wondering how to best present
the value created by the product.  The
oil is currently advertised as “soothing and grounding”, but the team is now
arguing whether that is a functional or experiential value, and how it relates
to the symbolic and cost/sacrifice value of the essential oil.  Who is right?

Answer

Janet argues that it
is neither, because the product already creates symbolic value due to its
indigenous anchoring and contribution to improving biodiversity by thinning
white cypress coverage.  She says the
four types of value are mutually exclusive.

Answer

John argues that
‘soothing and grounding’ is a sensory experience, therefore experiential value.

Answer

James argues that it
doesn’t matter, but it can’t be both because a product can only create
functional or experiential value, not both.

Answer

Jane argues that
‘soothing and grounding’ must be functional  value
because  a product can’t create value for customers without functional
value.

Crowdly

Native Secrets is an indigenous business that produces and sells personal care ...

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