1. Product Trial

2. Learning objective
• Product trial and repeat purchase: the
concept of breaking down ‘sales’ into
product trial and repeat purchase and how
to maximise repeat purchase through
customer loyalty

3. Product Trial
• Product trial is where a customer
samples a product for the first time.
• Can you think of any examples of products
that dare us to try them?
• Why does a business do this?

4. Watch this advert
• Cillit Bang
• This was the opening advert
for a new product
• What is the point for an advert
such as this?
• What dangers are there with
this advert?

5. TASK: Product Trial
• Why is it so difficult to persuade people
to try a new product?
• Think of as many reasons as you can and
write them into your book.

6. Did you get?
• Buyers are locked into existing
brand loyalty
– E.g. Heinz tomato sauce, or
Marmite
• Buyers are locked into earlier
decisions
– E.g. If you bought an iphone it
might be too expensive to switch
to an blackberry
• Your new business has not yet
established its reputation and the
purchase maybe seen as a risk

7. So how do you get customers
to trial new products?
• The answer….
– Huge advertising campaign
– Clear brand image
– Building up a good image through word of mouth
– Go Compare

8. Repeat Purchase

9. What is repeat purchase?
• Launching a product is very expensive
and not possible if the customers do not
buy it again
• Repeat purchase is where consumers
regularly purchase a brand
• This continued purchase leads to long
standing decisions by consumers to stick
with them, known as brand loyalty

10. How do you attain repeat purchase?
It should satisfy the
customer needs
The product must It should match
meet expectations your image
Repeat purchase
It should make
Value for money
It should match you happy
your ideals

11. Brand Loyalty
• A strongly motivated and long-standing
decision to purchase a particular
product or service
• Copy this definition and then list as
many products that you have a loyalty
too

12. Double Whopper, Fries, Coke
• Pg 233
• Q3
• Q2

13. Extension
• Paddington Bear
• What was the intention of this advert?

14. HOMEWORK
• A-Z homework Revision Sheet
Product trial and repeat purchase