Communications Analysis Soap Example

To complete Exhibit 18.4, you must estimate not only your actual performance and those of your competitors on each benefit, but also what your target customers perceive to be your performance on each benefit. You need to talk to your customers or survey them to obtain this information. However, if you do not have much time and money for customer research, you can begin by making your own subjective estimates. But you should try to validate as much information as you can by contacting customers.

In Exhibit 18.4, you can see that you do not have any communication gaps on scent and size benefits. However, there are important communications gaps on the two most important benefits. Your soap scores a 3 on its actual performance on "cleans," but the customer gives it only a 2. Worse, your soap scores a 4 on its actual performance on "moisturizes," but the customer gives it only a 1.

Exhibit 18.4 Communications Chart Target Customers: Women 35 to 50 Years Old

Relative Importance

Benefits Sought

Offerings

Target Customers

Organization

Competitors

Q

R

S

T

Expected

A

P

A

P

A

P

A

P

A

P

9

Moisturizes

5

3

2

4

4

2

2

5

5

1

1

9

Cleans

5

1 4

1

2

2

3

2

2

3

5

5

6

Scent

3

V

4

2

2

3

4

4

5

1

1

3

Size

3

3

3

3

3

2

2

4

4

4

4

Possible Communication Gaps

Note: A—Actual value of benefit, P—Perceived value of benefit Relative importance: 1—Not important, 10—Very important Performance ratings: 1—Weak, 5—Strong

Source: "Arrow Guide—Communications Analysis," The Arrow Group, Ltd., New York, NY, 2008. Used here with permission.

A blank version of this page can be downloaded from www.trumpuniversity.com/marketing101 and customized for your personal use. For any other use, contact Don Sexton at [email protected] thearrowgroup.com.

Possible Communication Gaps

Note: A—Actual value of benefit, P—Perceived value of benefit Relative importance: 1—Not important, 10—Very important Performance ratings: 1—Weak, 5—Strong

Source: "Arrow Guide—Communications Analysis," The Arrow Group, Ltd., New York, NY, 2008. Used here with permission.

A blank version of this page can be downloaded from www.trumpuniversity.com/marketing101 and customized for your personal use. For any other use, contact Don Sexton at [email protected] thearrowgroup.com.

Even though your design is somewhat close to what your target consumer wants on cleans and on moisturizes, she perceives your performance as inferior to what it actually is. You must make sure that your message focuses on your performance regarding cleans and moisturizes if you expect to win this target market.

Exhibits 18.5 and 18.6 show this same information in product space. When perceived measures are graphed on product space, it is called a per-

Despite your design being the closest to your target segment's ideal point for cleans and moisturizes, from the point of view of their perceptions, it is the furthest away from the ideal point. Customers behave according to their perceptions, not according to the actual values. A first priority would be to improve your communications campaign so that customers will realize the value you are providing them and will purchase your product.

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