P R 309 Study Guide - Final Guide: Diet Pepsi, Pepsis, Brand Loyalty
Document Summary
Ted talk - choice, happiness and spaghetti sauce (helen) Howard moskowitz - most famous for reinventing spaghetti sauce. One of his first clients - diet pepsi. How much aspartame should go in every drink? (8-12% sweetness) When analyzing data, they were looking for the perfect pepsi and not the perfect pepsis customer segments in any market. Horizontal segmentation - there are multiple numbers of clusters of. Not a hierarchy, no good or bad, just a matter of different taste. Different kinds of product suit different kinds of people (ex. extra chunky spaghetti sauce) Platonic dish - there is one perfect way to fix a dish. Idea of universals - there is a way to please every consumer. Moskowitz disagreed with this: in embracing the diversity of humans, we can find a surer way to true happiness. Vals program - identifies 9 different types of americans based on their values, attitudes and lifestyles. Outer-directed - concerned with image, status, wealth.
