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© 2005 John Wiley & Sons PPT 1-1 Chapter 2&3 - Customer & Competitor Analysis Customer Analysis -Segmentation analysis -Motivation analysis -Exploration of unmet needs Competitor Analysis -Identification of competitors -Understanding the competitors 1.A basic set of questions for the analysis 2.Research techniques for the analysis 3.Interpret and make use of the output
© 2005 John Wiley & Sons PPT 1-2 For Discussion: Case 1 – Toothpaste Conduct a small scale research to answer: 1.What toothpaste everyone uses and why? 2.Define segments using different variables. 3.What is the motivation of using a particular brand? 4.How can you identify the competitors for Colgate? 5. What are Colgate’s current & potential competitors?
© 2005 John Wiley & Sons PPT 1-3 For Discussion: Case 2 - The male shopper (Page 27) What do you think of the labels - Metrosexual / Retrosexual / Modern Man / Dad / Matruiteen 1.There are a host of variables that could be used to define segments. What is this one? 2.What firms could or should use this segmentation scheme?
© 2005 John Wiley & Sons PPT 1-4 For Discussion: Case 3 – Buyer Hot Buttons (Motivations whose salience and impact on markets are significant and growing) In consumer retail food products, hot buttons are: Freshness, naturalness, ethnic eating, gourmet eating, meal solutions, and low-carbohydrate foods. (P.31) What happen if you choose not to respond to the hot buttons?
© 2005 John Wiley & Sons PPT 1-5 For Discussion: Case 4 – Cereal Business or You pick a company or brand/business on which to focus: 1.What are the major segments? 2.What are the customer motivations by segments? 3.What are the unmet needs?
© 2005 John Wiley & Sons PPT 1-6 For Discussion: For toothpaste: Motivations can be clustered into two groups: -Product attributes (whitening, refreshing, cavity protection, anti-sensitivity, herbal, pricing level…) -Emotional benefits (familiarity, link to family, trustable by dentist endorsement…) For male shopper: Segmentation on the basis of some combination of variables (demographics, lifestyle, life stage…)
© 2005 John Wiley & Sons PPT 1-7 For Discussion: Buyer Hot Buttons: The product offerings must respond to the “hot buttons” because that is what is causing customers to buy products; The absence of products that respond to the hot buttons means customers will seek other alternatives to satisfy their hot buttons.
© 2005 John Wiley & Sons PPT 1-8 SegmentsMotivations NaturalAvoid perceived unhealthy ingredients Non-SweetenedFor a low calorie, low carb food FreshFor freshness and flavor and to avoid preservatives SweetenedFor sugar HealthyFor enhanced physical well-being Unmet needsA cereal in a bar for those on the run; For non- breakfast consumption; Gluten-free; For diabetic’s consumption For cereal business:
What’s Happening? 0/09/10-best-lifes-too-short-for-wrong-job.html
CHAPTER 8 Market Segmentation and Positioning. Market Segmentation Dividing the total heterogeneous market for a good or product into smaller groups which.
MM271 Introduction to Marketing Topic 4 Identifying Market Segments & Targets.
Buyer Behaviours Chapter 3.
Copyright John Wiley & Sons 2007 Presentation prepared by Robin Roberts, Griffith University and Mike Spark, Swinburne University of Technology.
MARKETING MARKETING ENT 12.
© 2005 John Wiley & Sons PPT 1-1 Chapter 6 - Internal Analysis Aims to provide a detailed understanding of the organization in terms of four aspects: 1.Financial.
Chapter 4 Segmenting and targeting markets
1Chapter 7 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Segmenting and Targeting Markets Prepared by Deborah Baker Texas Christian.
© 2004 Mark H. Hansen Buyer Behavior. 2 A purchase is an exchange the parties to that exchange are the consumer and the marketer the interests of the.
1 MARKETING ENT What is Marketing? Marketing Activities directing the flow of goods and services from producer to consumer or user. Marketing consists.
TARGET MARKET AND MARKET SEGMENTATION
U.3-MARKET SEGMENTATION. What is a Market? PEOPLE BUT - not just ANY people, they have to have Willingness to buy Purchasing power (money) Authority to.
Segmentation, Targeting and Positioning. Divide a market into separate groups.
Chapter 1 Consumer Behavior and Marketing Strategy.
CHAPTER 3 Buyer Behaviours. Traditional factors affecting consumer purchasing behaviors Demographics (age, gender, income, etc.) Heredity and home environment.
Chapter 8: Brand positioning
3-1 Aaker Chapter 3 Customer Analysis. 3-2 “The purpose of an enterprise is to create and keep a customer.” - Theodore Leavitt.
Explain the concept of market and market identification
Consumer Markets and Consumer Buyer Behavior Chapter 5.
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