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Consumption Journey
Consumption Journey
Consumption Journey
30.08.2018
sriharsh.grandhe@pointninelintas.in
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Consumer
Journeys to
Consumption
Journeys
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Consumer Consumption
Behavior Behavior
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Begin each exploration with…
Users Usage
Brand Need
Goals State
Brand Category
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Begin each exploration with…
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Consumption Journey Framework
Consumers and touchpoints Purchase Consumption Evaluation
Consumer Point of Purchase Consumption Reasons for Associated Allied Satisfact Dissatisfact
segmentation consumption details scope consumption product / service activities ion ion
(At Home v/s consumption
Out of Home)
Sementation type 1 (Eg. Touchpoint 1 Purchaser No. of times consumed Influenced Consumption Product 1 Activity 1 (Example Repurchase Complaint
Gender) watching TV/
Conversation with
others)
Place of purchase Time of consumption Reason 1 Product 2 Activity 2 Commitment Discontinue use
No. of times Quantity of consumption Consumption by choice Product 3 Habit Brand switching
purchased development
Time of purchase Reason 1 Increased use Spreading bad WOM
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New Occasions
New Touchpoints
New
Opportunities
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Experiences as new
opportunities for
monetization.
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Case Studies
Urban – Wash Care - Matic
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Hand Wash to Machine Wash
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The Task
Discover new interventions to persuade WM Users more
effectively
11
New washing machine Existing washing machine
purchase repair
During the installation & demo On completion of service
12
Washing Machine
Technicians
13
One solution many advantages
• Precise targeting
• Perfect timing
• Credible messenger
• Easy access
• Scheduled meetings
• Managed channel
14
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Case Studies
Rural – Pain Relief
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Consumption journey
to identify new
touchpoints and timing
opportunities
MEASURE
MANAGE
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THANK YOU
sriharsh.grandhe@pointninelintas.in
Private and Confidential. No part of this document may be circulated, modified or reproduced without the prior written permission of PointNine Lintas Pvt. Ltd. Contact sriharsh.grandhe@pointninelintas.in