Consumer survey:
1. Brand purchase intentions STEPHANIE
% | Buffs | Singles | Pros | HiEarners | Others |
SOLD | 10.2 | 6.3 | 22.0 | 31.4 | 1.0 |
SONO | 29.8 | 5.8 | 2.7 | 1.2 | 1.0 |
SONO has the highest purchase intention among Buffs, next competitor is SEMI with 14.7%
SOLD has the 2nd highest purchase intention among HiEarners, next competitor is SULI with 40.6%
SOLD is 3rd highest purchase intention among pros, higher competitors are SEMI and SULI
Consumer panel:
2. Market shares STEPHANIE
% | Buffs | Singles | Pros | HiEarners | Others |
SOLD | 11.0 | 6.7 | 20.8 | 30.8 | 0.9 |
SONO | 26.9 | 4.8 | 2.0 | 0.9 | 0.6 |
SONO has the highest market share of buffs at 26.9% of any product (next highest is SEMI at 19.1)
SOLD is the 2nd highest market share of hi-earners at 30.8% (SULI is higher at 40.6%)
SOLD is only 3rd highest in Pros at 20.8% (SULI is next highest at 26.4% and SEMI at 42.9%)
Distribution panel:
3. Market shares STEPHANIE
% | Specialty | Dept. | Mass Merch. |
SOLD | 13.4 | 12.5 | 8.1 |
SONO | 12.0 | 5.0 | 1.1 |
SOLD and SONO are 3rd and 4th highest sold at Specialty stores (SULI and SEMI sell more in specialty)
SOLD is 4th highest sold at dept. stores (SULI, SEMI and SAMA sell more in dept.)
Almost everyone kills us in mass merchandisers
4. Distribution coverage STEPHANIE
% | Specialty | Dept. | Mass Merch. |
SOLD | 42.5 | 40.9 | 25.6 |
SONO | 36.0 | 33.1 | 12.1 |
SEMI and SELF distribute more in specialty than we do of SOLD and SEMI
SELF and SULI distribute more in specialty than SONO
SAMA, SALT and SEMI distribute more in dept. stores than SOLD
We have the lowest distribution of both SOLD and SONO in dmass merch.
Multi-Dimensional Scaling:
5. Perceptual map SEAN
PRODUCT | ATTRIBUTE | OUR SCORE | TARGET SEGMENT #1 SCORE | TARGET SEGMENT #2 SCORE |
SOLD | Convenience | 6.1 | HiEarners = 7.3 | Pros = 9.4 |
Performance | 7.3 | HiEarners = 4.5 | Pros = 8.7 | |
Economy | (-15.2) | HiEarners = (-12.2) | Pros = (-9.9) | |
SONO | Convenience | (-15.0) | Buffs = (-6.6) | |
Performance | 16.9 | Buffs = 14.7 | ||
Economy | (-7.7) | Buffs = 1.9 |
Interpretation of Perceptual Map:
SOLD: We need to ratchet up our convenience factor for HiEarners and Pros, albeit minimally. We score a 6.1; they scored an 8 and a 9, respectively.
Our performance is right where it needs to be. We scored a 7.3; HiEarners scored a 5 and Pros scored a 9. If targeting Pros more than HiEarners, ratchet up performance.
We are lagging in economy. We scored a (15.2), but HiEarners scored a (-12) and Pros scored a (-9). We definitely need to improve our economy measure.
SONO: We are lacking heavily in convenience, meaning that we need to increase our distribution channels (??) to other places Buffs shop. We scored (-15); Buffs were (-7).
Our product overperforms just SLIGHTLY, so we may want to consider either reducing performance or leaving it alone. We scored a 16.9; Buffs scored a 14.
We need to address the economy of the SONO product. We scored a (-7.7); Buffs scored a 2.
6. Brand perceptions SEAN (-20 to +20)
| Economy | Performance | Convenience | |
| SOLD | (-15.2) | 7.3 | 6.1 |
| SONO | (-7.7) | 16.9 | (-15.0) |
Interpretation of Brand Perceptions:
See perceptual map interpretation.
7. Ideal values SEAN (-20 to +20)
| Economy | Performance | Convenience | |
| Buffs | 1.9 | 14.7 | (-6.6) |
| Singles | 6.6 | 1.0 | 3.1 |
| Pros | (-9.9) | 8.7 | 9.4 |
| HiEarners | (-12.2) | 4.5 | 7.3 |
| Others | 12.5 | (-10.2) | (-4.0) |
Interpretation of Ideal Values:
See perceptual map interpretation.
8. Ideal value evolution KATHLEEN
9. Influence of characteristics KATHLEEN
10. Relationship between product characteristics and perceptions KATHLEEN
Market forecast:
11. Market forecast REBECCA
Buffs are projected to decrease by 2.2% in the next period, -18.7% over the next five periods.
HiEarners are projected to increase by 23.6% in the next period, 95.4% over the next five periods.
Pros are projected to increase by 18.5% in the next period, 23.6% over the next five periods.
The largest growth in a marketing segment was by Singles. The are projected to grow 23.6% in the next period and 226.4% over the next five periods.
Conjoint analysis: - (I'm doing the review for these all together, since they are really a series for the markets.)
12. Utility graph REBECCA
13. Utilities REBECCA
14. Relative importance REBECCA
Buffs - Price is the most important feature (Importance-48.5%). Power is also important (38.8%). Max. Freq. is not very important (10.8%) and Design is really low in importance (1.8%).
Professionals - Price is the most important feature (Importance-48.5%). Power is also important (38.8%). Max. Freq. is not very important (10.8%) and Design is really low in importance (1.8%).
Singles - Price is the most important feature (Importance-76.9%). Power is also important (21.4%). Max. Freq. is not very important (1.4%) and Design is really low in importance (0.3%).
HiEarners - Price is the most important (Importance-52.6%). Power is also important (37.3%). Design is not very important (8.0%) and Max. Freq. is really low in importance (2.1%).
Others - Price is the most important (Importance-59.2%). Power is also important (30.7%). Design is not very important (8.5%) and Max. Freq. is really low in importance (1.5%).
SONO | SOLD | General Comments |
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