The Seven Steps of Marketing Strategy Development in them are
Consumer Analysis,
No Sync
Slow Speed
Consumer Analysis
MSCE
Links
Once you have established the need, and who is making the pur-chase, you should try to form a hypothesis on how the product is bought. Marketing research is a prime source of information, but just as valid are your own observations, investigation, and intution. Understanding the buying process is critical because it will lead to the possible routes to reach buyers. The buying process includes all the steps that a person take leading to a purchase. It is also called it AIDA for Attention/ Interest/ Desire /Action. I have read extensively on this topic and have boiled the theories down to five steps. For any particular product, the buying process can include one or all of the following steps:-
Awarness (Interest, Problem Recognition). "I might need something." At some point a person will realize a need, like the need to use soap. Advertisement may trigger that need . Prestige products such as designer clothes and fragrances trigger desire. They meet emotional needs such as love and group acceptance. Head & Shoulders preys on the fear of a loss of love and group acceptance. You need to ask yourself, "How do consumer become aware of my product ? " "Where are my targets likely to be exposed to my message?"
Information Search : "Sound good, let me find out more about it." People involved in purchase desicion are confronted with information from a variety of sources: Consumer Reports ,salespeople, specialty magazines, family ,friends, and local experts. As a marketing manager, you want your target market to get as much favourable information as possible about your product when and where buyers make their buying decisions. For example, store displays play that role at the point of purchase (POP). Cover Girl cosmetic has a display in drug stores to help buyers select colors. For the samepurpose, Estee Lauder has its Clinique ladies in department stores to do its talking.
Evaluate the Alternatives : Which one is best for me? This includes not only products within a category, but subsitutes as well. When confronted with the high prices of auytomobiles, a college student may end up buying a motorcycle, a moped, or a bicycle. Depending on the importance of the product, consumers may seek additional information and advice. Car purchase often includea trip to the local mechanic or the neighborhood car buff. Placing positive information where your buyers are likely to look is one key to marketing success.
What is the need category? Who needs us and why ?
What is the need or use that your product addresses? The question may seem unnecessary , but in answering it you may uncover a potential market for the product that was previously over looked. That is why this question has to be addressed first, before you begin to pollute your mind with conventional thoughts. The people at Arm & Hammer baking soda have done a great deal to this type of analysis. They have made use of their powder in their own brand of tooth paste, air freshner, and carpet freshner. In addition, they profitably recommend their raw baking soda powder for hundreds of uses.
Who is buying Vs. who is using the products ?
Buyers many times are different from users. Women, for example, make the majority of purchase of men's underwear and socks. If an advertising campaign wanted to target the buyer of men men's socks, it probably would be inappropriate to buy space in sports Illustrated. Determining the buyer as well as the user provides the essential initial insights to create a marketing plan.
