Analyzing Buyer Behavior
In this paper I will make comments about both the Consumer Products Proposal and the Commercial Products Proposal and will add my comments about what I think the opportunities are and how they should be marketed.
Consumer Products Report
The research conducted shows that the target market is the female homeowner age 35 to 60 with an average household income of $75,000 to $150,000. The current product features are:
1. It is a unique proprietary chemical cleaner that is not only environmentally friendly, it also cleans dry and not wet, which reduces mold.
2. It contains “Scotchguard” for continued stain protection
3. It is hypoallergenic
4. It offers pleasant citrus aroma that is activated with each step for up to three months.
The Consumer Products group suggested that a new eco-friendly product line is developed and offered at a price that is 1.5 times higher than the current product line. They also suggest developing a private label of this line to sell only at Wal-Mart and Kmart stores. This private label will be seen as a premium product offering more of the proprietary chemistry which will make the cleaner more powerful. The last suggestion made is that this line is expanded into other retail outlets to include Auto Parts stores and online.
The most marketable features for both the current sales climate and the target market are the fact that the product is environmentally friendly, it helps reduce mold formation, and it is hypoallergenic. The current trends in the market focus on the environment and reduction of allergens. The target market of women ages 35 to 60 spans both Generation X and Baby Boomers. Both of these segments are family oriented, and the baby boomers are usually dedicated or prone to supporting a cause. However, it is important to not alienate the rest of the market. The research consultant conducted a study which showed that eco-friendly attributes were not important and that price was the...