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Unformatted text preview: carmakers—having captured baby
boomers with reliable entry-level products in the 1970s and having moved
upscale in lockstep with boomers ever since—are masters of targeting.
Ford likewise focused on boomers in relaunching the F-150 pickup in the
1990s. Breaking with tradition, the design team started not with a set of
product features but with the styles, needs, and values—identiﬁed through 139 (134-143)Q1'02_AutoBrand_v8 140 1/7/02 10:55 AM Page 140 T H E M c K I N S E Y Q U A R T E R LY 2 0 0 2 N UM B E R 1 consumer research—that motivated its target market. (The team identiﬁed
30 distinct segments and suggested ways to attract each.) Design and
marketing decisions ﬂowed from that early market understanding. Rather
than mimicking the product’s brawny rival (the Dodge Ram pickup), the
team chose a sleeker look with a roomy cab and amenities to appeal to
young families. The success of the F-150, and the holistic approach that
created it, inﬂuenced subsequent product-development efforts. Isolate purchasing bottlenecks
Each car model we studied encountered a bottleneck in the purchase process
(Exhibit 3). Research shows, for instance, that 87 percent of shoppers for
sport utility vehicles (SUVs) are aware of the Chevy Blazer, the best-known car
of its kind. But among
people actively considerWhere is your brand’s bottleneck?
ing the purchase of
an SUV, a lower proLocation of
lower—took the Blazer
• Poor perception of • Consolidate
out for a test-drive than
brands (such as
Considertook out the best-inFamiliarity
of moving from
class Ford Explorer.
into one brand
made the problem clear:
and demanding SUV
buyers liked the Blazer
ConsiderShortwith 2 consumer
on affluent and
but simply did not want
to own a Chevy.
buyers who like to
drive “the best” premium-trim
models For the...
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This note was uploaded on 01/16/2014 for the course MKT 362 taught by Professor Terrywilson during the Spring '12 term at Central Washington University.
- Spring '12