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Homework Client: Walgreens: Product: Pregnancy Tests

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

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Homework Client: Walgreens: Product: Pregnancy Tests

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  1. HomeworkClient: Walgreens:Product: Pregnancy Tests

  2. 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?

  3. The Product, The Market, The Consumer

  4. 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

  5. Kotex

  6. Knowing the marketplace psychographics… • Helps you create psychographic segmentation • Nissan segments

  7. Epicures

  8. Gearheads

  9. Purists

  10. Functionalists

  11. Road-Haters

  12. Negatives

  13. Helps you talk the audience’s language

  14. Investigate the consumer

  15. Goal: Design Persona(s)

  16. Cruise Lines

  17. Nancy Peale

  18. 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.

  19. Norwegian Cruises • Gained insight via research • Sexiness and letting your hair down (only for young people?) • “It’s Different Out Here”

  20. Norwegian CEOKevin Sheehan

  21. Tools

  22. Climbing the benefit ladder • What is the highest possible benefit?

  23. Better Hearing or something more?

  24. Nike: Sports Equipment or part of something else?

  25. Tool: The shopping list of needs

  26. Needs • Achievement • Independence

  27. Independence

  28. Needs • Achievement • Independence

  29. Needs • Achievement • Independence • Exhibition • Recognition • Dominance • Affiliation

  30. Affiliation

  31. Needs • Achievement • Independence • Exhibition • Recognition • Dominance • Affiliation • Nurturance • Succorance • Sexuality

  32. Sexuality

  33. Needs • Achievement • Independence • Exhibition • Recognition • Dominance • Affiliation • Nurturance • Succorance • Sexuality

  34. Needs • Achievement • Independence • Exhibition • Recognition • Dominance • Affiliation • Nurturance • Succorance • Sexuality • Stimulation • Diversion • Novelty • Understanding • Consistency • Security

  35. Security

  36. Quantitative and Qualitative Research • Surveys • Focus Groups • One-on-ones • Ethnographic/Observational

  37. These tools help you get to the heart of the matter Talk honestly and directly to the real point

  38. Kodak

  39. 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).

  40. Big Idea of the Day

  41. Next Class—Bring Laptops

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