Consumer Behavior - Relevance For Marketers

Approach to Product Category Old Approach Now Consumer Consumer Product Product

Consumer Value Proposition Source: Innovation - The Five Disciplines for Creating what Customers Want.

Focus Source: Innovation - The Five Disciplines for Creating what Customers Want.

Consumer Need

Consumer Segmentation Marketing an Introduction, Pearson

Developing A Product Category Advantages Features

Beyond Customer Led Unarticulated Articulated Served Unserved Needs Unexploited Opportunities Needs Customer Type Competing For Future by CK Prahald

Developing A Product Category Competition Target Group Consumer Insight Value Creation

American Express Case

Market Segmentation - Product

Market Segmentation - Consumer

Market Segmentation - Consumer Beverages

Consumer Behavior

Consumer Behavior Management is the youngest of sciences and oldest of arts and consumer behavior in management is a very young discipline. Marketing starts with the needs of the customer and ends with his satisfaction. Consumer behavior can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services.

Consumer Behavior A process of buying starts in the minds of the consumer, which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. To understand the likes and dislikes of the consumer, extensive consumer research studies are being conducted. These researches try to find out: What the consumer thinks of the company’s products and those of its competitors? How can the product be improved in their opinion? How the customers use the product? What is the customer’s attitude towards the product and its advertising? What is the role of the customer in his family?

Consumer Insight Insights Opportunity Watches can be a fashion as well as a means of telling time Creation of new sector in the watch industry by Swatch Consumers think if the Ketchup is thick, it has a lot of tomatoes in it Advertising campaign For Heinz ketchup

Consumer Insight Insights Opportunity Soap leaves skin feeling and tight Development of Dove Bar

Consumer Behavior Will British warm up to iced tea? No...but that is my opinion!!...Tea is a part of the British culture, hot with milk. Different society, different levels of needs, different cultural values.

Profiting From Customer Base Citibank

Shoppers and Channels Vs.

Shopper Behavior Advertise PULL

Shopper Behavior Advertise PULL PULL

Capitalizing On Customer Insights Article

Most meaningful & most difficult To imitate but hardest to deliver A Product Or Service Competition Target Group Consumer Insight The emotional & self-expressive benefits consumer receives Most meaningful & most difficult To imitate but hardest to deliver The functional benefit costumer receives Easiest to deliver, but least meaningful & most easily imitated Features or processes that must be demonstrated to the customer

A Brand Brand Personality Brand Personality Brand Characteristics Competition Target Group Consumer Insight Brand Personality Brand Characteristics

Exercise Brand Personality Brand Personality Brand Characteristics Competition Target Group Consumer Insight Brand Personality Enriching Femininity Won’t Dry Your Skin Like Soap ¼ th Moisturizer Brand Characteristics

Exercise Brand Personality Brand Personality Brand Characteristics Competition Target Group Consumer Insight Brand Personality Aspire to be the Best High Performance High Tech Scientific Design Brand Characteristics

Product Category Competition Target Group Consumer Insight 4Cs Context Competition Company

Expanding Value Case and Video

Analytical Tool and Framework How? Analytical Tool and Framework

Value Curve Southwest Average Airline Car Transport Blue Ocean Strategy

Value Curve Ginger Hotels Nano Car Big Bazar Blue Ocean Strategy