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Romance: A BCG Analysis
Original by Andy Meyer
June, 1996
1Consultant's Love Life (new format) 30Jan08.ppt
Agenda
My relationships
• Past
• Present
Our relationship in detail
Evaluation
2Consultant's Love Life (new format) 30Jan08.ppt
Different relationships provide different things
Illustrative Example
17%
10%
21%
17%
19%
8%
17%
10%
28%
41%
14%
21%
34%
28%
7%
You
Talk
Love
Sports
Beer
100
80
Companionship
60
40
20
0
Sex
Guilt
Da GuysFamily
Share of time (%)
Source of item
Source: Internal focus groups; BCG analysis
3Consultant's Love Life (new format) 30Jan08.ppt
Increase in relationship duration and intensity
Psycho a set back, but recovery under way
19891987
Time of relationship
1988 1990
Intensity of relationship (%)
1991 19961995199419931992
Source: Emotional baggage; BCG analysis
First try
Senior year
Europe
College
“The Psycho”
(ex-girlfriend)
You
Recovery period
High
Low
4Consultant's Love Life (new format) 30Jan08.ppt
You rank highly among existing relationships
Partner
UA flight attendant
You (new)
Voice mail lady
Family
Dry cleaner
Rommmate
Client IT guys
Principal
Friend "A"
You (old)
Street vendor
Ex-girlfriend
Friend "B"
Sushi place waiter
Officemate
Value of relationship
Avg. time spent on relationship per week
Client
High
Low
5Consultant's Love Life (new format) 30Jan08.ppt
Relationship drivers
Significant share of key drivers met
Love
Companionship Affection Compatibility
Eating Entertainment
Asian food
Pizza
Pasta
Movies
Theater
Partying
Sports
Physical Non-physical Personality Physical
Romantic
Non-sexual
Verbal
Visual
Humor
Intelligence
Height
Attractiveness
Character
Source: Poets; Romantics; Self-Help books; BCG analysis
6Consultant's Love Life (new format) 30Jan08.ppt
Personal interests mostly compatible
Greatest gap in sex, shopping
Movies
Sex
Food
TalkingSports
Shopping
Sense of Humor
Source: Cosmo Magazine questionnaire; BCG analysis
You
Me
7Consultant's Love Life (new format) 30Jan08.ppt
Physical characteristics strong
Rosanne Barr1
LegsBodyHeightHairEyes
Your sister
“The Psycho”
(ex-girlfriend)
Sharon Stone
You
FaceName
1. For reference only
Source: Individual Hormonal Response; BCG analysis
8Consultant's Love Life (new format) 30Jan08.ppt
Overall ranking is top box
Sister also a top prospect
Supermodels
"The Psycho"
(ex-girlfriend)
Rosanne Barr1
Your sister
You
Co-worker
Size of bubble = likelihood of going out in near future
Personality
Physical appearance
1. For reference only
Source: Thin air
High
Low
Low High
9Consultant's Love Life (new format) 30Jan08.ppt
Response to relationship has been mixed
Reaction has been positive...Reaction has been positive...
“They make a cute couple”
– Mutual friend
“I think it’s great”
– Officemate
“She’s hot”
– Male friend
“If she wants him, fine. They deserve each
other”
– “They Psycho” (ex-girlfriend)
...but awareness of relationship is low...but awareness of relationship is low
“I didn’t even know they were going out”
– Co-worker
“She doesn’t look Jewish”
– Parent
“I thought he was gay”
– Female friend
In sum: relationship and long-term prospects strong, but
need to maintain awareness of possible roadblocks
Source: Unsolicited opinions; BCG analysis
10Consultant's Love Life (new format) 30Jan08.ppt
Response from current girlfriend
Clear disconnect between customer
needs and existing service
Clear disconnect between customer
needs and existing service In conclusionIn conclusion
Relationship weakening
• Formal
• Uncommunicative
Long term prospects dwindling
Roadblocks are here today
Speak in English, not in slides
Companionship
Affection
Love
100
80
60
40
20
0
Empathy
Listening
Analysis
What I needWhat you provide
Share of item (%)
“I’m outta here!”

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BCG: Romance

  • 1. Romance: A BCG Analysis Original by Andy Meyer June, 1996
  • 2. 1Consultant's Love Life (new format) 30Jan08.ppt Agenda My relationships • Past • Present Our relationship in detail Evaluation
  • 3. 2Consultant's Love Life (new format) 30Jan08.ppt Different relationships provide different things Illustrative Example 17% 10% 21% 17% 19% 8% 17% 10% 28% 41% 14% 21% 34% 28% 7% You Talk Love Sports Beer 100 80 Companionship 60 40 20 0 Sex Guilt Da GuysFamily Share of time (%) Source of item Source: Internal focus groups; BCG analysis
  • 4. 3Consultant's Love Life (new format) 30Jan08.ppt Increase in relationship duration and intensity Psycho a set back, but recovery under way 19891987 Time of relationship 1988 1990 Intensity of relationship (%) 1991 19961995199419931992 Source: Emotional baggage; BCG analysis First try Senior year Europe College “The Psycho” (ex-girlfriend) You Recovery period High Low
  • 5. 4Consultant's Love Life (new format) 30Jan08.ppt You rank highly among existing relationships Partner UA flight attendant You (new) Voice mail lady Family Dry cleaner Rommmate Client IT guys Principal Friend "A" You (old) Street vendor Ex-girlfriend Friend "B" Sushi place waiter Officemate Value of relationship Avg. time spent on relationship per week Client High Low
  • 6. 5Consultant's Love Life (new format) 30Jan08.ppt Relationship drivers Significant share of key drivers met Love Companionship Affection Compatibility Eating Entertainment Asian food Pizza Pasta Movies Theater Partying Sports Physical Non-physical Personality Physical Romantic Non-sexual Verbal Visual Humor Intelligence Height Attractiveness Character Source: Poets; Romantics; Self-Help books; BCG analysis
  • 7. 6Consultant's Love Life (new format) 30Jan08.ppt Personal interests mostly compatible Greatest gap in sex, shopping Movies Sex Food TalkingSports Shopping Sense of Humor Source: Cosmo Magazine questionnaire; BCG analysis You Me
  • 8. 7Consultant's Love Life (new format) 30Jan08.ppt Physical characteristics strong Rosanne Barr1 LegsBodyHeightHairEyes Your sister “The Psycho” (ex-girlfriend) Sharon Stone You FaceName 1. For reference only Source: Individual Hormonal Response; BCG analysis
  • 9. 8Consultant's Love Life (new format) 30Jan08.ppt Overall ranking is top box Sister also a top prospect Supermodels "The Psycho" (ex-girlfriend) Rosanne Barr1 Your sister You Co-worker Size of bubble = likelihood of going out in near future Personality Physical appearance 1. For reference only Source: Thin air High Low Low High
  • 10. 9Consultant's Love Life (new format) 30Jan08.ppt Response to relationship has been mixed Reaction has been positive...Reaction has been positive... “They make a cute couple” – Mutual friend “I think it’s great” – Officemate “She’s hot” – Male friend “If she wants him, fine. They deserve each other” – “They Psycho” (ex-girlfriend) ...but awareness of relationship is low...but awareness of relationship is low “I didn’t even know they were going out” – Co-worker “She doesn’t look Jewish” – Parent “I thought he was gay” – Female friend In sum: relationship and long-term prospects strong, but need to maintain awareness of possible roadblocks Source: Unsolicited opinions; BCG analysis
  • 11. 10Consultant's Love Life (new format) 30Jan08.ppt Response from current girlfriend Clear disconnect between customer needs and existing service Clear disconnect between customer needs and existing service In conclusionIn conclusion Relationship weakening • Formal • Uncommunicative Long term prospects dwindling Roadblocks are here today Speak in English, not in slides Companionship Affection Love 100 80 60 40 20 0 Empathy Listening Analysis What I needWhat you provide Share of item (%) “I’m outta here!”