MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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III. EXTERNAL SITUATION ANALYSIS

A. 4. A. How do they use/consume the product?

This section describes the actual use and / or consumption of the product and can provide major insights into differentiating features for your product. For example, producers of cereal and cold cuts studied usage patterns for their products. What they found was that consumers rarely used the entire package at any one time. Frequently customers repackaged these products themselves after first opening them. This led to the offering of these products in resealable packages that would keep the product fresh between usage occasions.

 

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