Description
It gives examples of different types of consumer types for targeting.
TARGETTING THE CONSUMER
Consumer Types - some examples
PROSPECTIVE BUYER GROUPS
• New Category Users (NCU) • Brand Loyals (BL) • Brand Switchers (BS) • Other Brand Loyals (OBL)
FOUR BUYER GROUPS AS SOURCE OF SALES
Non - Users
New Category Users Trial Repeat
Category Users
Brand Switchers
Brand Loyals Our Brand
Other Brand Loyals Other Brand
SPECIFIC TARGET BEHAVIOR
Consumer
Trade
Trial
Stock Item
Repeat
Switch
Re-order
Drop competing items
DECISION MAKING ROLES
Role Action Objective
Initiator Influencer Decider Purchaser User Propose brand Recommend brand Choose brand Buy brand Use brand
TARGETTING THE DECISION MAKER
MAJOR STAGES
Decision
Location
NEED AROUSAL
* Initiator
* Home * In-store
INFO SEARCH
* Influencer * Decider
* Media * Word-ofmouth * Expert Ratings * POP
PURCHASE USAGE
* Decider * Purchaser
* Prepurchase * POP
* User
* Private * Social * Business
Timing
T1
T2
T3
T4
doc_831910303.pptx
It gives examples of different types of consumer types for targeting.
TARGETTING THE CONSUMER
Consumer Types - some examples
PROSPECTIVE BUYER GROUPS
• New Category Users (NCU) • Brand Loyals (BL) • Brand Switchers (BS) • Other Brand Loyals (OBL)
FOUR BUYER GROUPS AS SOURCE OF SALES
Non - Users
New Category Users Trial Repeat
Category Users
Brand Switchers
Brand Loyals Our Brand
Other Brand Loyals Other Brand
SPECIFIC TARGET BEHAVIOR
Consumer
Trade
Trial
Stock Item
Repeat
Switch
Re-order
Drop competing items
DECISION MAKING ROLES
Role Action Objective
Initiator Influencer Decider Purchaser User Propose brand Recommend brand Choose brand Buy brand Use brand
TARGETTING THE DECISION MAKER
MAJOR STAGES
Decision
Location
NEED AROUSAL
* Initiator
* Home * In-store
INFO SEARCH
* Influencer * Decider
* Media * Word-ofmouth * Expert Ratings * POP
PURCHASE USAGE
* Decider * Purchaser
* Prepurchase * POP
* User
* Private * Social * Business
Timing
T1
T2
T3
T4
doc_831910303.pptx