5. Number available on-line October 2014: 954
Cheapest: Boots Essential Anti-Dandruff Shampoo: £0.62 per 100ml.
Dearest: La Science Anti-Hair Loss Serum: £29.99 per 100 ml.
Dearest = Cheapest x 48.3
Why?
They are in different product-market segments
Shampoos are defined differently
Defining the Shampoo Business
6. Markets
Mothers
Young
Women
Children Babies Men Sports
Family x x x x x
Mild/Baby x x x
Dandruff x x x x
Dry scalp x x x x
Ethnic x x x
Beauty x x
Bounce x x
Shine x x x
Colouring x x
Volumising x
Shampoo &
Conditioner
x x
Frequent
x
Defining the Shampoo Business
7. Markets
Defining the Shampoo Business
Mothers,
Children &
Babies
Young
Women
Men Sports
Family, Mild/Baby, x x x x
Dandruff, Dry Scalp,
Volumising
x x x
Ethnic x x x
Beauty, Bounce, Shine,
Colouring
x x
Shampoo & Conditioner,
Frequent use
x x
9. Stage 2: The generic characteristics of the units
1. Well defined contiguous set of products or services
2. Relatively homogeneous group of customers
3. Distinct set of competitors
4. Pinpoint strategic marketing effort
5. Allocate resources and measure performance
Defining the Business: Stage 2
10. 1. Different marketing skills?: Separate
3. Different stages in the life cycle?: Separate
4. Different competitive positions?: Separate
2. Different basic technologies?: Separate
5. Different distribution channels?: Separate
Guidelines to combine or separate