Q3 - Can draw a simple Buyer Utility Map with 3 x-axis parameters of Purchase, Use/Maintenance, Disposal and 3 y-axis parameters

of Simplicity of use, Customer Convenience and Environmental Friendliness

PROBLEM

PARAMETERS SIMPLICITY

PURCHASE
LOW 1. Difficult to differentiate in terms of packaging in comparison to ALLESKLEBAR 2. High price

MAINTANENCE/ USE
LOW 1. Difficult to understand the technical language 2. Low on clarity in terms of usage LOW 1. Women unable to use 2. Innovation not in symmetry with the customer requirements

DISPOSAL

NA

CUSTOMER CONVENIENCE

1. 2. 3. 4.

LOW Not available widely unlike products like UHC Wide product range makes buying complicated Want universally applicable product Trust issues i.e. Craftsmen unwilling to use new product

LOW 1. Never easy to dispose of chemicals

ENVIORMENT FRIENDLY

NA

HIGH LOW 1. Low dust tile adhesive 1. These chemicals are harmful for the environment

SOLUTION

PARAMETERS

PURCHASE
LOW 1. Attractive packaging 2. low price

MAINTANENCE/ USE
1. Reduce technicality in terms of usage instructions

DISPOSAL

SIMPLICITY

NA

CUSTOMER CONVENIENCE

1.
2. 3.

4.

LOW Available at larger no. Of outlets Reduce no. of Product line and product depth Focus on universalising the adhesives i.e. One adhesive catering to many needs Build trust by offering their products for trial

LOW 1. Enhance userfriendliness especially for women and old age people 2. Innovations should be made depending upon customer wants

LOW 1. Never easy to dispose of chemicals

ENVIORMENT FRIENDLY

1. Promote their endeavours to provide environmentally friendly products

HIGH 1. Continue with environmentally sustainable products

LOW 1. These chemicals are harmful for the environment

 Can identify (as per Blue Ocean Strategy thinking) solutions for (a) New Buyer/Customer groups, (b) New approaches for product/service offerings, (c) Any alternative way of engaging existing buyer/customer group of "Craftsmen".