Attributes of Product or Service


Identify the positive (Attributes) or benefits of your product or service.

What problem are you solving?


physiological, safety, love, belonging, esteem, self-actualization, prestige, sex, convenience, health, vanity, money, etc?



Market: Where Are Your Customers in the Physical World?

The AIMS Analysis is a new marketing tool similar to S.W.O.T.  It increases sales and saves money by focusing the organization's marketing resources at a specific target.

Strategy: Focus and AIM


What are the best channels to reach your customers?


TV, Print, Radio, Flyers, Social Media.

What message resonates with them?


Love, vanity, sex, prestige, safety, cost.
Develop the marketing strategy.

1.  Attribute = Identify the positive (Attributes) or benefits of your product. What problem are you solving: safety, love, belonging, esteem, self-actualization, prestige, sex, convenience, health, vanity, money, etc?



2.  Impact = Identify the demographic and psychographic profile of the population that is (Impacted) by the (Attributes) of your product.  In other words, who cares about the benefits of your product and why?



3.  Market = After describing the (Attributes) and (Impacted) population, use this information to determine where your customers are in the market; both physically and digitally. For example, do they shop at Family Dollar, JCPenny or Saks Fifth Avenue?  Do they use Twitter, Facebook or LinkedIn?  Do they live in the suburbs or inner city?  Do they watch sports or do they watch cooking programs?



4.  Strategy = Develop a (Strategy) to introduce your product to your market.


Impact: Psychographic answers why



Goals, ambitions, wants, needs, motivations, hopes, dreams, aspirations, fears, doubts, worries, problems to be solved...



AIMS analysis (alternatively AIMS matrix) is an acronym for attributes, impact, market, and strategy.  It is a structured planning method that evaluates those four elements of a project or business venture. An AIMS analysis can be carried out for a company, product, place, industry, or person. These elements may be presented on a simple 2x2 matrix as shown above. The following steps should be completed in order.

Market: Where Are Your Customers in the Digital World?

Impact: Demographic answers who


1.  Age
2.  Gender
3.  Income
4.  Education
5.  Occupation
6.  Location
7.  Family Status
8.  Race