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Homework Client: Walgreens: Product: Pregnancy Tests. Homework—Simmons . Columns: 1) Home Pregnancy Test used last 12 months (“yes”); 2) Attitudes>Health & Medicine> Any agree: OTC store brands work like advertised brands. Rows: Demographics: 1) Age 22-24; Age 40-44 - PowerPoint PPT Presentation
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Homework
Client: Walgreens:Product: Pregnancy Tests
Homework—Simmons
• Columns: 1) Home Pregnancy Test used last 12 months (“yes”); 2) Attitudes>Health & Medicine> Any agree: OTC store brands work like advertised brands.
• Rows: Demographics: 1) Age 22-24; Age 40-44• Answer: 1) Which is the better target and
why?; 2) should they create a store brand or not?
The Product, The Market, The Consumer
Knowing the truth about the market helps you…
• Break out of the false man-made (leader dominated) category promises/imagery/gobbledegook
• Zig when others zag
Knowing the marketplace psychographics…
• Helps you create psychographic segmentation• Nissan segments
Epicures
Gearheads
Purists
Functionalists
Road-Haters
Negatives
Helps you talk the audience’s language
Investigate the consumer
Goal: Design Persona(s)
Cruise Lines
Nancy Peale
Nancy Peale
Nancy is a recently widowed grandmother of four. She is 67. Nancy spends a lot of time minding her grandkids. The highlights of her week are the two times she gets together with her best friends, Alice, Joan and Sue. Once a week they play cards and make dinner together. The other day they attend a seniors yoga class at the Y and eat lunch out.
Once a year, they take a vacation together, usually to someplace they can have fun. Last year they went to Branson Missouri. Nancy is the ringleader and plans the trips.
In private they call themselves “the golden girls,” but they would be insulted if anyone else did. They are old on the outside, but feel young on the inside.
Norwegian Cruises
• Gained insight via research
• Sexiness and letting your hair down (only for young people?)
• “It’s Different Out Here”
Norwegian CEOKevin Sheehan
Tools
Climbing the benefit ladder
• What is the highest possible benefit?
Better Hearing or something more?
Nike: Sports Equipment or part of something else?
Tool: The shopping list of needs
Needs
• Achievement• Independence
Independence
Needs
• Achievement• Independence
Needs
• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation
Affiliation
Needs
• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance
• Succorance• Sexuality
Sexuality
Needs
• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance
• Succorance• Sexuality
Needs
• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance
• Succorance• Sexuality• Stimulation• Diversion• Novelty• Understanding• Consistency• Security
Quantitative and Qualitative Research
• Surveys• Focus Groups• One-on-ones• Ethnographic/Observational
These tools help you get to the heart of the matter
Talk honestly and directly to the real point
Homework
• If you were launching a new Weight Watchers program specifically designed for college kids:
• How would you climb the benefits ladder?• What need would you focus on?• Do some qualitative research (i.e., talk to
some people in a structured way).
Big Idea of the Day
Next Class—Bring Laptops