"You’re either pregnant or you’re not. And the market for pregnancy testing kits would appear to be similarly dichotomous: you either need a pregnancy test kit, or you don’t. If you do, you buy one and it helps you answer the first question in the affirmative or in the negative.Recordar:
So you’d think there’s not much to the market – not much market segmentation potential.
“why do consumers buy pregnancy kits?”
The answer was surprisingly far from obvious.
It revealed two very different kinds of buyer of pregnancy kits: those who hopefully await a positive result, and those who anxiously wish for a negative one.
These two segments deserved to be served differently. So the product was launched differently for the two types of consumer: one for “the hopefuls” and another for “the fearfuls,” differentiated in name, packaging, pricing and in-store placement.
For the fearfuls the product was named “RapidVue,” it came in a plain white clinical pack design, priced at $6.99 and displayed near the condoms in the contraception aisle.
For the hopefuls, on the other hand, the company created a pretty pink box labeled “Babystart,” featuring a gurgling, rosy-cheeked infant, priced 50% higher at $9.99 and sold near the ovulation predictor kits.
It was a dramatically successful strategy for Quidel. A new way of segmenting the market was born."
terça-feira, fevereiro 19, 2019
"usando o que produzimos como um input para o seu processamento"
O exemplo que se segue pode servir de reflexão aos que respondem com o seu produto ou serviço à pergunta sobre qual é o seu negócio. Os clientes não compram o que produzimos, os clientes procuram o que vão conseguir viver, experienciar, usando o que produzimos como um input para o seu processamento. Diferentes processamentos, diferentes contextos:
Trechos retirados de "Segmenting The Market For Power And Profit"