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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:
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