MKT 407 Lecture Notes - Lecture 7: Real Stories, Test Market, Mass Media
Document Summary
Swiss precision diagnostics has a 25% share of the at home pregnancy testing industry and is targeting its marketing efforts at millennials. Test can tell if you"re 1, 2, or 3+ weeks pregnant. Young women might be more willing to pay extra for this technology. Nothing new about this kind of segmenting in pregnancy test market. Ex. you could segment the market for early pregnancy tests based on demographics such as age and income, or segment market based on consumers" price sensitivity. Why would a woman want to take a pregnancy test- Hopeful- those who want to be pregnant. Fearfuls- those who are afraid that they might be pregnant. Quidol- a company based in san diego created 2 different products to appeal to 2 segments in the market for early pregnancy tests. Actual test products were almost identical, but the 2 products were given different names and package designs, placed in different aisles of store, and priced differently.
