Would you like a deeper understanding of how your competitors appeal to consumers & potential customers in your market – and how your offering(s) sits within the range of consumer appeals in this category? Gain insights from student research and analysis as teams identify/analyze the key consumer wants & needs that the offerings in your category meet, reveal how your competitors attract and keep customers, and propose how this knowledge can be used to build your business.

Final deliverables include:

1) An analysis identifying where competitor’s product or service offerings meetsthe needs of your product category users

2) An analysis of advertisements, web site information and any promotional materials that support the brands and their identity including:

• Who these materials address
• What needs they address
• How they expect consumers to learn about their product(s)
• How they generate attention for their product or message
• What types of appeals they make (including message style & tone).

3) An overview of how each brand uses consumer concepts (where relevant) such as:

• Perception and the Senses
• Learning Theory
• Memory
• Motivation
• Self-Image and Social Self
• Moods / Emotions
• Consumer Personality, Lifestyles, Values
• Attitudes (and how attitudes are changed)
• Group influence
• Demographics (income, geography, social class, family structure, etc.…)
• Consumer Decision Making
• The Buying Process
• Culture

4) Recommendations on ways you can effectively appeal to your consumers and/or ways you can gain competitive advantage against your competitors via your understanding of consumer-based insights.