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Chapter 2&3 - Customer & Competitor Analysis Customer Analysis Segmentation analysis Motivation analysis Explora

Chapter 2&3 - Customer & Competitor Analysis Customer Analysis Segmentation analysis Motivation analysis Exploration of unmet needs Competitor Analysis Identification of competitors Understanding the competitors A basic set of questions for the analysis

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Chapter 2&3 - Customer & Competitor Analysis Customer Analysis Segmentation analysis Motivation analysis Explora

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  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 • A basic set of questions for the analysis • Research techniques for the analysis • Interpret and make use of the output

  2. For Discussion: • Case 1 – Toothpaste • Conduct a small scale research to answer: • What toothpaste everyone uses and why? • Define segments using different variables. • What is the motivation of using a particular brand? • How can you identify the competitors for Colgate? • What are Colgate’s current & potential competitors?

  3. For Discussion: • Case 2 - The male shopper (Page 27) • What do you think of the labels - Metrosexual / Retrosexual / Modern Man / Dad / Matruiteen • There are a host of variables that could be used to define segments. What is this one? • What firms could or should use this segmentation scheme?

  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?

  5. For Discussion: • Case 4 – Cereal Business or You pick a company or brand/business on which to focus: • What are the major segments? • What are the customer motivations by segments? • What are the unmet needs?

  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…)

  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.

  8. For cereal business:

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