Case Study: Derek is working on promoting his company's Glazer brand of electronic razors. Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers.
How can Derek modify the communications program to get customers to favor Glazers over other brands?
Market research suggests that the target audience possesses an intent to use Glazers, but is stalling over actually making the purchase.
How can Derek modify the communications program to get customers to purchase Glazer razors?
This solution addresses methods to change prospective consumer behavior from simply liking Glazer to actually buying it. One idea is to physically put the product in consumer hands; via trials in venues where the customer is likely to be. Another is to use promotion, such as an "introductory price" that is lower than competitors, which may "lure" customers away from their typical razor brand.