The company I chose at the beginning of the quarter was JNJ (Johnson & Johnson) and the product I focused on was its innovation of baby body wash-called Johnson's Baby Milk & Rice Bath.
Question:
3. On Consumer Buying Behavior:
a. Referring to your company, describe a scenario of your typical customer using the buyer
decision process when considering purchasing your company's product/service. Use the language from our readings.
i. Consider pulling from your database research offered in our library workshop to authenticate how your customers behave in your market environment.
Include the following:
1. Need Recognition: the buyer recognize a problem or need
2. Information search: Personal sources, commercial sources, public sources, experimental sources
3. Evaluation of alternative: logical thinking; Impulse & intuition; make decisions on their own or turn to friends/ online review/ salespeople for buying advice
4. Purchase decision: Attitudes of others; unexpected situational factors
5. Post-purchase behavior: the relationship between the customer's expectations and the product's perceived performance determines customer's satisfaction.
b. Additionally, from the criteria that influence the rate of adoption, in what area does your company/product excel and what area does your company/product require attention to strengthen the adoption process? Be detailed in your response.
Please include the following:
1. Relative advantage: the degree to which an innovation if perceived as being better than the idea it supersedes.
2. Compatibility: the degree to which an innovation is perceived as consistent with consumers' existing values and past experience.
3. Complexity: The degree to which an innovation is relatively difficult to understand or use.
Relative advantage
4. Divisibility (Triability): The degree to which an innovation may be tried on a limited basis. (try for free)
5. Communicability: The degree to which the results of using the innovation can be observed or described to others.
4. On Branding and the Product Lifecycle:
a. Identify and discuss the central features of your company's brand vision, brand personality,
and brand position - be specific
Be sure to include the following!!!
Brand measurement:
Differentiation (what's make the brand stand out)
Relevance ( how consumers feel it meets their needs)
Knowledge (How much consumers know about the brand)
Esteem (How highly consumers regard and respect the brand)
Brand positioning:
Features:
Benefits:
Values:
b. Additionally, identify at what stage your brand falls within the product lifecycle model.
What is required for you to ensure that the customer remains eternally ‘connected' to your
brand?
c. Lastly, how would you describe the promise of your company's brand? Is this promise authentic? Explain.