Page 104 - DMGT554_RETAIL_BUYING

Unit 7: Consumer Analysis

15. The failure to provide services according to the set standards leaves the retailer with little Notes
opportunity to build and strengthen relationships with his .............................

Lab Exercise Go to website www.vebsar.com/consumer_analysis.html and collect
information on Mobil oil change.



Case Study Consumer Needs and Segmentation Analysis

Client Situation

A leading media and entertainment company had recently launched a new cruise line to
complement their theme park business. Despite a well-publicized launch, booking and
occupancy levels were well below initial projections. Management was especially
concerned since a second ship was slated to launch within the coming year.
Alliance was asked to work with the Marketing and Sales functions to develop a strategy
to reposition the cruise line to rapidly improve booking and occupancy levels.
Alliance Approach
Using primary survey data from 1500 consumers and focus group input, the joint team
evaluated several consumer segmentation alternatives before settling on a Needs-Based
approach.

Segmentation Methodology Resulting Advantages Drawbacks
Approach Segments, e.g.,
Needs-based Cluster  Character  Captures  Although more
Experiences underlying drivers accurate, may be
 Common of attitudes and more challenging to
Solutions behavior target media
 Identifies most precisely
relevant focus of
marketing
messages
Attitude and Cluster  Theme Park  Begins to link  Past behavior may
Behavior Fans intangible attitudes not be indicative of
 Family with tangible future intent given
Cruisers behavior unique product
 Adult  May explain  Does not capture
Cruisers current behavior impact that future
marketing efforts
could have on
attitude and
behavior
Lifestage Cross-Tab`  Pre-Family  Useful for media  Difficult to develop
 Young Family location and marketing message
 Older Family targeting because needs cut
 Post-Family  Easy demographic across lifestage
Grandparents identification of  Most effective
potential campaigns may cut
customers across lifestage
Theme Park Cross-Tab  Intender  Helpful in  May overly bias Contd...
Behavior  First-Timer measuring marketing efforts
 Repeater strategic value based on past theme
 Loyalist  Allows for park behavior
targeting through  May not capture
theme park customers whose
customer behavior is driven by
new cruise offering
databases
LOVELY PROFESSIONAL UNIVERSITY 99
relative to theme
parks
Cruise Cross-Tab  First-Timers  Helpful in  Does not capture
Behavior  Repeat determining unique aspect of
Cruisers overall positioning theme park/cruise
relative to other package
cruise lines  Only indicative of
 Indicative of cruise behavior, not
overall product vacation behavior
appeal