- If you have conflicting degrees of freedom at the tactical level you likely didn’t constrain your value enough at the strategic.
- Think of the need before you think of the person
- Your targeting decisions should be based on your ability to create superior value for your customers. Segmentation should be done w/ respect to your targeting decision. The ? is who is our target customer given the need we seek to serve and the comparison that we think we can serve them w/. Then segment may help.
- P&G shows hte commercial w/o the sound: Involvement gap - when you develop a campaign, you’re in the water. So consumers who watch are half distracted.
- His strips change evolution shows that some are confused and many aren’t paying attention close enough to undersatnd the value.
- Whether or not the consumer pays attention, you want that level of detail for those who do + so that you’re thinking through the implications
- Max has thought through what happens to a current user when they transition from their current product to the next iteration. Apple does that quite well, and it appears that Gillette
- Remember that P&G is interested in brand building. So they will align their resources and approach toward that.
- A.G. Lafley
- Product line extensions and sub branding. Many versions of Gillette that really only differed by color
- Sub branding
- Gillette → Mach 3 → Turbo
- Cannibalization → Fusion is better than Mach 3, just call it out and let go of what was
Why does it seem like no one agrees on New Coke; he has a good point that coke shouldn’t have pulled old coke, they could leave the old coke while providing the new coke. Coke classic came out of that re-introduction. The importance of habits.
Thinking about the surface area as providing more area to shave. increases the possibility in people’s eyes.
Informing the consumer, how long should these last? “four cartridges last 3 months”
We don’t pay attention to things that dissapear, we pay attention ot things that appear.
His slide where he shoews what’s the value, what are they using now, and the reason… Very helpful!k
Law of diminishing marginal value. tops out at five blades (probably even before)
- Features vs. benefit: Five blades = a feature, a good shave is the benefit!
Dollar shave club is perceived to be cheaper. Dollar shave club sells for $9 month fo rtheir best; but because the direct to consumer model you can price it per month. So this is a perceptoin issue and it changes based o n my view of the medium through which purchasing.