B2C Case Study – Positioning, Pricing and Concept Optimization

Business Issue

A new business start-up in education and career planning desired insight to identify optimal consumer segments to target for their new assessment and guidance system. At the same time, an understanding of key elements for introduction including positioning, potential name(s), and price elasticity were sought.

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A national online segmentation survey was designed and conducted among a pre-screened likely broad target audience that included parents with one or more teens/young adults living at home who were seeking guidance on career options either before or at the completion of their schooling.

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Research identified and prioritized the top opportunity segments based on attitudes and degree of interest in the new product service.  
Input was also provided on price elasticity, preliminary revenue expectations, potential benefit positioning, and naming and communications imperatives.

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