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• Answer: 1) Which is the better target and

why?; 2) should they create a store brand or not?

The Product, The Market, The Consumer

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

Kotex

Knowing the marketplace psychographics…

• Helps you create psychographic segmentation• Nissan segments

Epicures

Gearheads

Purists

Functionalists

Road-Haters

Negatives

Helps you talk the audience’s language

Investigate the consumer

Goal: Design Persona(s)

Cruise Lines

Nancy Peale

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

• Gained insight via research

• Sexiness and letting your hair down (only for young people?)

• “It’s Different Out Here”

Norwegian CEOKevin Sheehan

Tools

Climbing the benefit ladder

• What is the highest possible benefit?

Better Hearing or something more?

Nike: Sports Equipment or part of something else?

Tool: The shopping list of needs

Needs

• Achievement• Independence

Independence

Needs

• Achievement• Independence

Needs

• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation

Affiliation

Needs

• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance

• Succorance• Sexuality

Sexuality

Needs

• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance

• Succorance• Sexuality

Needs

• Achievement• Independence• Exhibition• Recognition• Dominance• Affiliation• Nurturance

• Succorance• Sexuality• Stimulation• Diversion• Novelty• Understanding• Consistency• Security

Security

Quantitative and Qualitative Research

• Surveys• Focus Groups• One-on-ones• Ethnographic/Observational

These tools help you get to the heart of the matter

Talk honestly and directly to the real point

Kodak

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).

Big Idea of the Day

Next Class—Bring Laptops