07 Products and Brands continued

07 Products and Brands continued - Product and Brands...

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Product and Brands continued Benefits of choice - consumers get the exact product they want, or believe they can? - Consumers can obtain status by having a unique product to them? - Increase quality requirements from manufacturers to meet consumers’ expectations? Problems with choice - decisions take too much time - regret. Too many options are “perfect” but you can’t have htem all - consumers avoid the decision entirely (lost sales) - consumers only want perfection J crew advertisements - huge number of different blue jeans - if you add up all the variations (fits, cuts, linings, etc): 41,920 combinations possible - how do manufacturers choose what to put on the shelf? Average sizes, etc.; others are BTO Coffee - no longer the simple cup of coffee anymore - video: people can have a feeling of defining self from making decisions is too much choice (at starbucks)… dunkin’ donuts - product: focus on simple coffees and delivery speed o move customers in less than two minutes vs. 3 minutes at starbucks o
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  • Summer '07
  • decline New product, market new users, Alienate local customer, different blue jeans

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