Based on your group's analysis of the Pampers data

Unit Four Group Paper One

 Parrice Lepe

 Kelly Macsisak

Anna Moyers

Rachel New

Glen A. Ollman

American Intercontinental University

MKT 430 Marketing Research and Buyer Behavior

Christina Fredericks, PhD.

August 13, 2005

Tell what these two charts are depicting?

What the brand-name means-

A brand is the only aspect of a company that truly differentiates your
product or service. Brands act as “mental shorthand” for customers
when they decide what to buy. Marketing’s goal is to create and
continuously manage a distinctive environment for its brands.

Preference attributes can propel a brand to leadership. These attributes
represent significant points of leverage with customers. They may be as
simple as “Made in the USA”. Preference attributes are the trump
card, the qualities that keep your customers loyal.

The research showed that customers had brand-name recognition, and that
there was a difference between a diaper that singled out attributes.
“New” absorbent diapers rated high, as did “comfort” diapers.
These 2 single qualities were important.

Attributes for Brand Preference-

In this case, customers consider comfort, absorbency, and a fair price
when they are looking for disposable diapers. These are the attributes
most important when making a buying decision. Brand-name had very little
to do with it. But once you fulfill all these things, they will
associate the “perfect product” that fits their needs with the brand
name and they will become the preferred brand. They know they will look
for this brand first, because it met all their criteria.

How to keep competitive

Once the basic framework of brand, determine what you can deliver
uniquely, the areas in which your brand has an advantage. If no single
brand has a sustainable advantage, you’ve got an open opportunity.
This is how you can compete!

Brand equity attributes include:

Key equity attributes provide direct leverage against competitors. Your
business performance is higher than theirs, and you can use your
strength to build new equities.

 

Minor advantage attributes: Your brand rates statistically stronger but
your business performance is lower. Perception is reality—if customers
think you’re stronger than your competition, you are.

 

Parity attributes: Your brand rates equivalent to your competition, but
your business performance is higher. Feature your own strengths and your
competitors’ weaknesses.

References

Malhotra, N. K. (2004). Marketing research, an applied orientation.
Upper Saddle River, NJ: Prentice-Hall

Case 3.4 Pampers Develops a Rash

Unit Four Group Paper One PAGE 1