Differentiators 1

Product splits Consumers on
those who are unaware about product (people)
those who are aware about product name only (people)
those who are aware about product name and product function only (prospects)
those who are aware about product name, product function, product image (seekers)
those who are aware about product name, function, image, promise (trialers)
those who are aware about product name, function, image, promise, difference from competitors (acceptors)
those who are aware about p.n., f., i., p., d., strenths and weaknesses (loyalists and rejectors)
and those who are not

Note: name awareness correlates with usage for the most of categories. And vice versa regular usage reinforce memory very much, therefore products that are consumed by majority enjoy highest recall

Product addresses specific need/desire
This need/desire splits Consumers on

• those who has this need/desire and aware about it
• those who has this need/desire and unaware about it
  those who has not this need/desire and unaware about it
• those who has not this need/desire and aware about it