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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

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Presentation Transcript
homework simmons
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?
knowing the truth about the market helps you
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
Knowing the marketplace psychographics…
  • Helps you create psychographic segmentation
  • Nissan segments
nancy peale1
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
Norwegian Cruises
  • Gained insight via research
  • Sexiness and letting your hair down (only for young people?)
  • “It’s Different Out Here”
climbing the benefit ladder
Climbing the benefit ladder
  • What is the highest possible benefit?
needs
Needs
  • Achievement
  • Independence
needs1
Needs
  • Achievement
  • Independence
needs2
Needs
  • Achievement
  • Independence
  • Exhibition
  • Recognition
  • Dominance
  • Affiliation
needs3
Needs
  • Achievement
  • Independence
  • Exhibition
  • Recognition
  • Dominance
  • Affiliation
  • Nurturance
  • Succorance
  • Sexuality
needs4
Needs
  • Achievement
  • Independence
  • Exhibition
  • Recognition
  • Dominance
  • Affiliation
  • Nurturance
  • Succorance
  • Sexuality
needs5
Needs
  • Achievement
  • Independence
  • Exhibition
  • Recognition
  • Dominance
  • Affiliation
  • Nurturance
  • Succorance
  • Sexuality
  • Stimulation
  • Diversion
  • Novelty
  • Understanding
  • Consistency
  • Security
quantitative and qualitative research
Quantitative and Qualitative Research
  • Surveys
  • Focus Groups
  • One-on-ones
  • Ethnographic/Observational
these tools help you get to the heart of the matter

These tools help you get to the heart of the matter

Talk honestly and directly to the

real point

homework
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).