1. Consumer Behavior - Relevance For Marketers

2. Approach to Product Category
Old Approach
Now
Consumer
Consumer
Product
Product

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

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

5. Consumer Need

6. Consumer Segmentation
Marketing an Introduction, Pearson

7. Developing A Product Category
Advantages
Features

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

9. Developing A Product Category
Competition
Target Group
Consumer Insight
Value Creation

10. American Express
Case

11. Market Segmentation - Product

12. Market Segmentation - Consumer

13. Market Segmentation - Consumer
Beverages

14. Consumer Behavior

15. 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.

16. 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?

17. 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

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

19. 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.

20. Profiting From Customer Base
Citibank

21. Shoppers and Channels
Vs.

22. Shopper Behavior
Advertise
PULL

23. Shopper Behavior
Advertise
PULL
PULL

24. Capitalizing On Customer Insights
Article

25. 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

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

27. 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

28. 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

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

30. Expanding Value
Case and Video

31. Analytical Tool and Framework
How?
Analytical Tool and Framework

32. Value Curve Southwest Average Airline Car Transport
Blue Ocean Strategy

33. Value Curve
Ginger Hotels
Nano Car
Big Bazar
Blue Ocean Strategy