1. Utility
BMI3C

2. Example

3. Form and Function Mug Example Form? Function What does it look like?
Looks like a mug, but what defines a mug?
Function
What does it do?

4. Form and Function
Form follows function… the shape of a product is determined by what its supposed to do
Products are supposed to be useful – “Utilities”

5. Utilities
What aspects of a product make it worthwhile for me to purchase?
Can take into consideration
how consumers feel about a product
the convenience of purchasing the product
the value of obtaining the product when they want it

6. Types of Utility
Form
Time
Place
Possession

7. Form Utility The physical characteristics of a product
Ex: detergent (powder vs liquid)
The relationship between a product/service’s form and its function
Form utility can also be affected by innovations in production materials and technologies

8. Form Utility
Form utility can also add value to a product by making it attractive to look at as well as useful
Style and fashion make form as important as function
Form utility takes into consideration the material used in making a product, and the product’s scent, flavour, colour, design, and packaging

9. Time Utility Is it available when the consumer wants it? Now vs later
Appropriate time of day
Appropriate time of year

10. Place Utility Where the product or service is made available
Ex: If it is a retail establishment, it should be easily accessible for customers
Mail order companies make it easy for customers to shop whenever they want and then have their purchases delivered to them

11. Possession Utility
Value created by allowing easy transfer of a product's ownership
Ex: various time payment, leasing, and credit purchase strategies can be important in making a product more attractive to a consumer

12. Information Utility
A product has value to a consumer only when the consumer knows that the product exists and what benefits it offers
Thus, advertising provides information utility
May also include accessible resources about product (i.e. website)
Also includes instructions/guide, access to customer support, etc.