1. Target Consumer - Buyer Analysis - Segmentation & Targets
Slide -Market Segmentation
Develop a table that identifies the
a. Segments in market
b. Customer needs for each segment
c. Corresponding features and benefits desired
d. Size of segments
- Provide a brief narrative with your table in notes
Slide - Target Market(s) - Identify and justify the target market(s)
a. Size
b. Key Demographic data for current and prospective customers
Notes - Presentation Discuss
Slide - Primary motivations for purchase
a. What are the key benefits provided by product/service
b. Link these benefits to features and values
c. Identify any significant group motivational influences in the purchase decision for this product
Satisfaction and Repeat purchase -Give any data
Notes - Final Presentation - Discuss
2. Pricing strategy - Evaluate pricing strategy and relative value
Slide -
a. How do the brand's price points compare with the competition?
b. What is the basic pricing strategy - High v low or Skimming or penetration or other basic strategy?
c. Evaluate the "pricing power" of the product/service
Slide -
a. What is the wholesale price (if intermediaries are used)?
b. What is the suggested retail price? Can you justify this price?
c. Are any discounts or price promotions used? If so what are the implications of these on future revenue projections
Notes - Presentation - Discuss
3.
Slide - SWOT - Analysis for your product using the information above.
a. Strengths
b. Weaknesses
c. Opportunities
d. Threats