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This case study discusses the power of understanding your consumer and identifying their "need gaps" vs. competitive products. Attitudinal segmentation can show how consumers really think when approaching a purchase decision. This helps to reveal new products and/or features directions that can give a new product a competitive edge in the marketplace. The example of developing a new business from nothing is presented for Black & Decker's Garment Car Business
Rick Steinbrenner - The Global Brand Guy
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