Phase Report Example

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Progress Phase Report: Phase 1
MKTG304 – Friday 10am Andrew West

Table of Contents
Introduction ............................................................................................................................................. 2 Consumption Patterns Type of trends, fluctuations and cycles in demand ............................................. 2 Consumer ................................................................................................................................................ 2 Who Buys and Consumes ................................................................................................................... 2 Segmenting Variables ......................................................................................................................... 3 Consumer Buying Behaviour .................................................................................................................. 4 Environmental Impacts on Demand ........................................................................................................ 5 Buyer Power Section of Porters 5 Forces ............................................................................................... 7 BOS Models ............................................................................................................................................ 7 3 tiers of Non-Customer ..................................................................................................................... 7 Buyer Utility Matrix ............................................................................................................................. 7 Reference List.......................................................................................................................................... 9 Appendix ............................................................................................................................................... 11

Introduction
The “Finish” range by Reckitt Benckiser are a range of products to cater to consumer dishwashing needs. The three ranges of products include tablets, detergents and additives. The following report will examine Phase 1, the basic demand conditions for “Finish.” We will focus on the consumer and their consumption patterns, their segmenting variables, consumer behaviour and environmental impacts on demand. Finally, the buyer power of porters 5 forces will be examined along with a blue ocean strategic model – 3 tiers of noncustomer and buyer utility matrix.

Consumption Patterns
Type of trends, fluctuations and cycles in demand The types of trends, fluctuations and cycles in demand for “Finish” dishwashing products greatly depend on the demand cycle for dishwashers themselves. Reckitt Benckiser, revealed on a visit to Australia: “It’s not just about selling Finish, it’s very much about driving the take-up of dishwashers” (Cadman, P 2012). The demand for the use of dishwashers are effected by a number of factors; these include, Environmental trends o water usage o power usage o potential environmental harm Economic trends o people may use their dishwashers less in the belief it may save them money on bills. o Price of energy may also influence the fluctuation of dishwasher usage Socio-cultural trends o Consumers are more time-efficient and dishwashers save time o Environmental issues

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The fluctuation of the use of dishwashers determined by the factors above, are directly parallel to that of finish products. By identifying and understanding the demand cycle for dishwashers, we are able to clearly identify the demand cycle for finish products. Figure 1 illustrates factors considered when purchasing dishwashers.

Consumer
Who Buys and Consumes The buyers of “Finish” can be categorised as consumers who are attracted to quality, trusted products. They believe quality is most important, tend not to be deterred by price and trust well-known brands rather...
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