Essay 1, 1 – 2 pages
- Will the Apple watch appeal to women or female consumers?
- Using principles of segmentation and targeting, describe three consumer segments that might be targeted to help Apple improve sales of the Apple watch
- Consider demographics, psychographics, and behaviors when defining the segments.
- For each segment, identify possible needs and how the Apple watch might be adapted to target each of the user segments.
Essay 2 – 1 page
Companies find good ideas by researching competitors’ products and services. Select one consumer product category with which you are familiar, either because you or a family member or friend purchases it or use it frequently (for example: shampoos, carbonated beverages, snack foods, baked goods– if you have a question about whether the category qualifies, just ask).
1.Suggest one incremental innovation that you would like to see for the product/category chosen. For example, would you prefer a different form of bottling for shampoos? A different flavor for soft drinks—cola flavored chips, for example. Do any of the items in your research have glaring weaknesses as in its cleaning properties, smell, or taste that a company can improve upon?
2.Link your suggestion to an unmet consumer need. State why you think others might have this same need?
3.Why is competitive research so important for companies to undertake?