Harvard Case - How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers
"How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers" Harvard business case study is written by W. Chan Kim, Renee Mauborgne, Olivier Henry. It deals with the challenges in the field of General Management. The case study is 3 page(s) long and it was first published on : Jul 1, 2009
At Fern Fort University, we recommend a three-pronged approach for the US consumer products company to unlock the three tiers of noncustomers: Strategic Segmentation, Innovative Product Development, and Targeted Marketing. This strategy leverages the company's core competencies in product development and marketing to expand its reach and capture new market segments.
2. Background
The case study focuses on a US consumer products company facing stagnant growth and declining market share. The company's traditional customer base is shrinking, and it is struggling to attract new customers. The company realizes that it must tap into the vast potential of noncustomers to achieve sustainable growth. The case study highlights three tiers of noncustomers:
- Tier 1: Noncustomers who are unaware of the product or its benefits.
- Tier 2: Noncustomers who are aware of the product but do not consider it relevant to their needs.
- Tier 3: Noncustomers who are aware of the product and consider it relevant, but find it too expensive or inaccessible.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis: The company possesses strong brand recognition and a loyal customer base (Strengths). However, it faces intense competition, a shrinking market, and declining brand loyalty (Weaknesses). The potential market for noncustomers presents a significant opportunity (Opportunities). However, the company must overcome challenges in product development, marketing, and distribution to reach these new segments (Threats).
- Porter's Five Forces: The industry is characterized by high competition, low barriers to entry, and strong bargaining power of buyers, creating a challenging environment for the company.
- Competitive Advantage: The company needs to develop a unique value proposition that differentiates its products from competitors and addresses the specific needs of noncustomers.
Marketing Analysis:
- Market Segmentation: The company should segment the market based on the three tiers of noncustomers, identifying their specific needs, preferences, and purchasing behaviors.
- Targeting: The company should target specific noncustomer segments with tailored marketing campaigns that address their unique needs and motivations.
- Positioning: The company should position its products as relevant and valuable solutions for noncustomers, emphasizing the benefits and advantages they offer.
Product Development Analysis:
- Innovation: The company should invest in research and development to create new products and product variations that cater to the needs of noncustomers.
- Product Differentiation: The company should focus on differentiating its products from competitors by incorporating unique features, functionalities, and value propositions.
- Product Customization: The company should consider offering customized products or services to cater to the specific needs and preferences of different noncustomer segments.
4. Recommendations
1. Strategic Segmentation:
- Identify and analyze the needs, preferences, and purchasing behaviors of each tier of noncustomers. This can be achieved through market research, surveys, focus groups, and data analytics.
- Develop distinct value propositions for each tier of noncustomers. This requires understanding their unique needs and motivations and tailoring products and messages accordingly.
- Create dedicated marketing and sales channels for each tier of noncustomers. This ensures that messages and offers are targeted effectively and reach the right audience.
2. Innovative Product Development:
- Invest in research and development to create new products and product variations that cater to the needs of noncustomers. This may involve introducing new product categories, modifying existing products, or developing customized solutions.
- Focus on product differentiation by incorporating unique features, functionalities, and value propositions. This can include features that address specific needs, enhance convenience, or provide a unique user experience.
- Explore opportunities for product customization to cater to the specific needs and preferences of different noncustomer segments. This can involve offering different sizes, colors, materials, or functionalities based on customer preferences.
3. Targeted Marketing:
- Develop tailored marketing campaigns that address the specific needs and motivations of each tier of noncustomers. This may involve using different marketing channels, messaging, and creative approaches.
- Leverage digital marketing tools and social media platforms to reach noncustomers effectively. This includes targeted advertising, content marketing, and social media engagement.
- Partner with influencers and key opinion leaders to reach new audiences and build trust and credibility. This can involve collaborating with bloggers, YouTubers, or industry experts to promote products and services.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the company's internal and external environments, including its core competencies, competitive landscape, and the needs and preferences of noncustomers.
Core Competencies and Consistency with Mission: The recommendations align with the company's core competencies in product development and marketing, while also expanding its reach and capturing new market segments.
External Customers and Internal Clients: The recommendations address the needs of both external customers (noncustomers) and internal clients (employees) by providing opportunities for growth, innovation, and career development.
Competitors: The recommendations consider the competitive landscape and aim to differentiate the company's products and services from those of its competitors.
Attractiveness: The recommendations are expected to generate positive returns on investment by expanding the company's market share, increasing revenue, and improving profitability.
Assumptions: The recommendations are based on the assumption that the company is willing to invest in research and development, marketing, and talent acquisition to support its growth strategy.
6. Conclusion
By implementing these recommendations, the US consumer products company can unlock the potential of noncustomers, achieve sustainable growth, and maintain its competitive advantage in the market.
7. Discussion
Alternatives:
- Focusing solely on existing customers: This approach would limit the company's growth potential and expose it to the risks of a shrinking market.
- Acquiring competitors: This approach could be costly and risky, and may not be feasible given the company's current financial resources.
Risks:
- Failure to effectively segment and target noncustomers: This could lead to wasted marketing efforts and a lack of customer engagement.
- Insufficient investment in research and development: This could result in products that are not innovative or competitive enough to attract noncustomers.
- Lack of skilled talent: The company may struggle to find and retain employees with the skills and expertise needed to implement the recommendations.
Key Assumptions:
- The company is willing to invest in research and development, marketing, and talent acquisition.
- The company can effectively segment and target noncustomers.
- The company can develop innovative products that meet the needs of noncustomers.
8. Next Steps
Timeline:
- Year 1: Conduct market research, develop product prototypes, and implement initial marketing campaigns.
- Year 2: Launch new products and expand marketing efforts to reach a wider audience.
- Year 3: Evaluate results, refine strategies, and continue to invest in innovation and growth.
Key Milestones:
- Develop a comprehensive market research plan.
- Identify and analyze the needs and preferences of noncustomers.
- Create a product development roadmap for new and customized products.
- Develop targeted marketing campaigns for each tier of noncustomers.
- Implement a talent acquisition strategy to recruit skilled employees.
By following these steps, the US consumer products company can successfully unlock the three tiers of noncustomers and achieve sustainable growth in the years to come.
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Case Description
The case entitled 'How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers' illustrates how new demand is created by looking to noncustomers instead of just competing for a share of the existing customers of an industry. The case prompts the students to consider how new demand was created in the cell phone, computer and air travel industries by unlocking the three tiers of noncustomers.
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