Consumer Behavior Analysis Essay Example | Topics and Well Written Essays - 1500 words - 1

Consumer Behavior Analysis - Essay Example The first and foremost thing, of course, is to do market fragmentation; it is a necessary early step while making a marketing plan. To know who the product is for is probably the most important factor to determine before any anything. Another vital factor is to develop the need recognition of the product in the customers’ eye. It is the psychology of humans to recognize something as ‘need’ or ‘want’ before a purchase. Even if it is a ‘want’, the desire to experience it in order to feel better is often subconsciously camouflaged as a ‘need’ as well. This is also referred to as customer’s value perception of the product. (Kotler, P., & Armstrong, G., 1991). Hence, the products should be marketed in a way that the consumers can recognize and acknowledge the need of those items for themselves. It is important to identify what benefit and value are the customers deriving from the products vis-Ã  -vis what the products are offering. For the advertising campaign of the product line, the main proposition can be protection against the harshness of outdoor lifestyle. This proposition creates much value for males considering a common man’s outdoor routine and sun and dust exposure to the skin. Since the product line is only chosen for men, the marketing strategy needs to revolve around the lifestyle of men. This means that the outdoor roughness and rugged routines for men need to be utilized as key factors during marketing. Moreover, the target market of the personal care product line is bracketed for young males who are aged from 18-35. Considering these factors as framework, it is important to distribute focus on each product according to their specific offerings. For instance, the hair-styling gel needs to address its firm nature, wet look, allowing young males to use the gel for any hairstyle - from causal to formal. The face wash and shampoo will address their own offerings, while staying in the same age group of 18-35, along with a

Business Performance of Specsavers Research Paper

Business Performance of Specsavers - Research Paper Example On the marketing front, Specsavers pioneered a slew of industry standards. For example, it was the first company to start a debt scheme for contact lenses along with free home delivery. This initiative changed the way a customer financed her eye care purchases. Specsavers’ advertising campaigns were perfectly designed to strongly communicate the special features offered by Specsavers. The â€Å"Should've has gone to Specsavers† campaign reinforced the superior services offered by Specsavers. One of the most important USPs of Specsavers was its great value-for-money positioning. Due to economies of scale, it could negotiate better prices with its vendors, and then passed on savings to its customers. Specsavers offered 2 for 1 glass at  £75, an offer that has been very successful. Specsavers also targeted market niches by offering special pricing for its products/services. For example, Senior citizens (over 60 years) were offered a massive 30% discount on glasses. However, the most revolutionary innovation was on the products/services domain. Prior to the arrival of Specsavers, this industry was served by small chains or independent opticians. While these chains offered low-cost services, there was an enormous room for improvement in their services. Those providing high-quality services were costlier & often charged a high premium. Specsavers’ new partnership model brought together for the first time, the best practices of retailing & service delivery concepts along with the best available opticians, but at a much competitive price. While Specsavers offered their partners a range of business support services like accounting, marketing etc, the frontline opticians were free to do what they did the best. The opticians, hence, could concentrate on delivering their best services to the consumers. On the product front, they  pioneered innovations like offering varifocal glasses. Specsavers offered the option of returning ‘varifocal’ glasses (some people take time to adjust to these) within a period of 30 days from purchase.