New Product Commercialization

Case Study-4
Ravi Teja Purra Reddy
UB ID: 0973250

Finding the right job for your product

Summary:
Most companies segment their market by customer demographics or product
characteristics and differentiate their offerings by including some additional features and
functions. Consumer looks the market in a different perspective and he simply needs his job
to be done by getting the best product or service to complete the task. Marketers must be
aware of this behaviour of the consumers. The method that companies choose to define
market segments influences which products they need to develop, drives the features
incorporated in those products, and shapes how they take them to market. Segmentation
schemes define the competitors as well as the market opportunities. Majority of the marketers
segregate their markets based on the products or prices. The best way to frame the market is
to consider the consumers than other factors. The market segmentation scheme that
companies adopt is a decision of vast consequence and still many managers are giving this
factor a little importance compared to their marketing efforts.
Hiring Milkshakes is another good example for market segmentation by job
rather than product. A fast-food restaurant targeted to improve the sales of its milkshake and
its marketers segmented by means of product by improving the quality and cutting down the
price from the feedback which they got but the sales didnt improve. A new researcher spent
almost 18hours and observed the customers behaviour and enquired them about the purchase
of milkshakes. Based on the answers he got from them the consumers he advised to the panel
of making the milkshakes thicker so that it last for more time and its about the customer
satisfaction when compared to bagel, donut and banana.
The three main aspects to get our job done in market segmentation are as
follows
1) Segmentation of the market by the job done.
2) Methods involved in marketing and job-based structure of a market.
3) Details of the business plans when innovators understand the job to be done.

Several major companies have succeeded with jobs to be done mechanism like
FedEx, Disney and OnStar. Procter and Gambles product success rate rose dramatically
when the company started segmenting its market according to the products job. This
marketing standard comes with the additional benefit of being difficult to rip off. IKEA is a
best example as nobody managed to copy which in turn helps its customers to do the job of
furnishing an apartment immediately. Purpose branding is just like building an entire brand
around a particular job to be done and in simple means it involves the naming the product
after its serving purpose. Kodak is the fun saver brand of single-use cameras, which performs
the job of preserving fun memories. Future product planning usually involves analysing
existing data, and most of the existing data is organized by customer demographics or
product category. As the whole data is organized by the product or customer category we
cant assure whether they are correct or wrong and its the main reason that the main reason
to believe the market is organized in a different manner.
The problem with focusing on customer needs is that a customer needs
different things at different times. The job is more stable focus because it exists
independently from the customer. Co-evolution is as much as innovation process as it is a
research method. It creates its own data which interviews, observes and emphatic
participation can be used to find the job. Quite possibly, the root reason innovation is so
failure-ridden is not that outcomes are intrinsically unpredictable but rather that some of the
fundamental paradigms of the market are broken. Most organizations are already organized
around product or consumer categories and as a result people only see opportunities within
this little frame and they will struck in it. So, thinking inside of a category is opposed as to
getting out.

When marketers have defined the set of experiences in purchase and use that
need to be provided in order to do the job perfectly where the product needs to be available
for purchasing. The logic of segmenting by markets in not new as many marketers will say
that they already adopted this technique. Working to understand the job to be done is worth
the effort and proposition is one of the most important factor that make innovation risky and
expensive.
Lessons acquired from this study include the market segmentation by the job,
the job of differentiation, to get aware that the real completion is in between the jobs but not
between product or customers, finding the right way to know how the job can be done, taking
care of customer needs instead of the product needs, integrating the needs of the customer,
proper implementation of the business plans by promoting it to the right group to get the job
done perfectly along with placement and sizing of the situation where we handle the task
effectively.