Boeing: Selling a Dreamliner Essay

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What is Boeing selling in the 787 Dreamliner? Discuss this in terms of the core benefit, actual product, and augmented product levels of 787 Dreamliner.

The 787 Dreamliner core benefit is to provide an evolutionary step in air transportation by “looking at every aspect of the flying experience”. Boeing wanted to provide its corporate clients with an aircraft that falls into the midsized wide body market with ground breaking innovations that would translate into true benefits for its customers. Boeing 787 Dreamliner brings the speed range and capacity of the big jumbo jets to the mid-size market. It is designed to be the world’s lightest and most fuel efficient passenger jet, providing cost savings to their consumers.

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They will investigate the 787 Dreamliner, compare the benefits and features with other competitive offerings. The customer will most likely analyze their finding through a comparative analytical model to help identify differences in the product and the value of those differences. Not only will the customer look at the core benefit of the product, the product itself, but the customer will also analyze the augmented product levels available to them (such as, warranty, maintenance, financing planners, engineers). It is during this evaluation that Boeing can be instrumental to the customer by managing the customer relationship by offering up an extensive team of company specialists all dedicated to finding ways to work closely with customers through the lengthy buying/discovery process.

From here, the customer will develop first beliefs about the product itself. With only 2 competitors in the market for this type of product, the customer may already have a belief or attitude about the company itself (Boeing). It is now, that the customer will develop a belief, and then an attitude about the product and how the Dreamliner will fulfill their needs and what benefits it will bring to their portfolio. From there, the customer will make a purchase choice.

A significant point is, that with this buying behavior, the cognitive dissonance the customer feels is relatively low, provided that the Boeing

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