A new consumer relevancy concept that allows businesses to improve their positioning.

1. COOKS Incorporated
Consumer Relevancy Concept

2. Why is there a new concept?
• Business and consumer are talking
two different languages
• There is a gap between consumer
expectations and business’
delivered satisfaction of needs

3. Why is there a new concept?
• Business developed a bias and a
‘myth consumer’
• Businesses only scratch the
surface of the consumer psyche
• Consumers created a new set of
needs

4. Why is there a new concept?
The currently existing concepts of
consumer satisfaction tell to be the
all-rounder in excellence (price,
service, product, experience and
access)
BUT: The meaning to consumers
constantly shifts, all-round
excellence is not appealing
anymore!

5. Consumer Relevancy
What is consumer relevancy about?
• Focus on a few attributes instead
of the entire range
• Emphasize context surrounding
the offering as much as the content
of the offering
• Building a meaningful and
personal value set

6. Consumer Relevancy
What is consumer relevancy about?
“Human values are the contemporary
currency of commerce.”
➤ Reinforcement of consumers’
value set

7. Consumer Relevancy Concept
Consumer-centric transactions have 5 attributes:
Price, product, service, access, experience
• Price - honest and consistent
• Product - good rather than top quality
• Service - Standardized and uniform treatment
• Access - clear and specific navigation
• Experience - respectful, enjoyable, non-entertaining

8. Consumer Relevancy Concept
Step 1:
Determining the company’s market
position in the eyes of every kew
stakeholder.

9. Consumer Relevancy Concept
Step 2:
Defining the type of human values
the company should showcase to
obtain maximum competitive
differentiation according to the key
stakeholders.

10. Consumer Relevancy Concept
Step 3:
Choose one attribute your company
wants to dominate. (e.g. product)
Choose one attribute your company
wants to differentiate on. (e.g.
experience)
The other three attributes remain on
an average level. (e.g. price,
service, access)

11. Consumer Relevancy Concept
Consumer Value Attributes
Access Experience Price Product Service
Provides . . . and
If a business Provides Generates
Provides a Is the pricing customization customers
dominates on this individual inspiration
solution authority of products seek the
attribute, it . . . intimacy for customers
and services business
If a business . . . and
Generates Provides
differentiates itself Provides Shows care for Is consistent customers
reliability for education for
on this attribute, convenience the customer in its pricing prefer the
customers customers
it . . . business
If a business Provides for . . . and
Generates
operates at Shows respect Is honest in its accomodation customers
Provides ease credibility
industry 'par' on for the customer pricing for customers' accept the
with customers
this attribute, it . . . needs business

12. Consumer Relevancy Examples
Primary Attibute
Price Service Product Experience Access
Saturn, Geico Target, Honda, Chuck E. Avon, E*Trade
Price Staples, Pier 1, Cheese, IKEA,
Dixons Club Med
Primary Autozone, Tesco Audi, The Home
Depot, BMW,
Maytag,
American
Express, Four
Seasons
McDonald's,
Progressive
Corp., Circles
Service
and
Secondary Attribute
Continental
airlines
secondary Wal-Mart, Nordstrom, REI, Midwest Amway,
attributes of Product
Ames, Costco,
Red Roof Inns,
Zara
Circuit City,
Citibank,
Allstate,
Express, Nike
Stores, The
Disney Store,
Walgreens,
Yahoo, Land's
End
selected Superquinn Harrod's,
Bewley's
companies Experience
Southwest
Airlines
Singapore
Airways
Willams-
Sonoma, Best
AOL
Buy
Dollar General, Dell, Gateway Eddie Bauer, Milage.com,
Charles Chase Bank, Starbucks
Access Schwab, VISA, Whirlpool,
Carrefour Amazon.com,
Lowe's

13. What changed consumer behavior?
Consumers:
• stick to a more diverse and
complex life and behavior pattern
• are fed up by information
overload
• are part of a breakdown in
social infrastructure. Consumer
society vs. responsible society

14. COOKS Incorporated
Marketing & Communication
T. +31 (0)78 613 30 00
Laan der Verenigde Naties 40
F. +31 (0)78 613 90 00
P.O. Box 100
E. info@cooks-inc.com
Dordrecht
W. www.cooks-inc.com
www.twitter.com/cooksreclame
www.youtube.com/cooksreclame
www.slideshare.net/cooksinc