(BCG)愛情研究報告(30)課件

1、ROMANCE: AN ANALYSISJune 28, 1996 By Andy Meyers 第1頁，共15頁。AGENDAMy RelationshipsPastPresentOur Relationship in DetailEvaluation第2頁，共15頁。DIFFERENT RELATIONSHIPS PROVIDE DIFFERENT THINGSIllustrative ExampleSource: Internal focus groups; BCG analysis第3頁，共15頁。INCREASE IN RELATIONSHIP DURATION AND INTENS

2、ITYPsycho Set Back Process, But Recovery Under WaySource: Emotional baggage; BCG analysis第4頁，共15頁。YOU RANK HIGHLY AMONG EXISTING RELATIONSHIPSSource: WAGNER; BCG analysis第5頁，共15頁。RELATIONSHIP DRIVERSSource: Poets, Romantics, Self-Help books; BCG analysis第6頁，共15頁。PERSONAL INTERESTS MOSTLY COMPATIBLEG

3、reatest Gap in Sex, ShoppingSource: Cosmo Magazine questionnaire; BCG analysis第7頁，共15頁。Name EyesHairHeightBodyLegsFace YouSharon StoneThe PsychoEarnest BorgnineYour SisterRoseanneSatan (1)PHYSICAL CHARACTERISTICS STRONG(1) Satan requires eternal damnationSource: Individual Hormonal Response; BCG ana

4、lysis第8頁，共15頁。OVERALL RANKING IS TOP BOXSister Also A Top ProspectHighLowLowHighPhysical AppearancePersonalityEarnest BorgnineYou SupermodelsThe PsychoCo-WorkerYour SisterWilma Flintstone (1)(1) Wilma Flintstone is a fictional character Likelihood of going out in near futureSource: Thin air; BCG ana

5、lysis第9頁，共15頁。RESPONSE TO RELATIONSHIP HAS BEEN MIXED“ If she wants him, fine. They deserve each other ” - Ex-girlfriend (The Psycho)“ I didnt even know they were going out ” - Co- worker“ They make a cute couple ” - Mutual Friend“ I think its great. ” - Officemate“ She doesnt look Jewish” - Female

6、Parent“ Its impossible to generalize. You gotta understand this is a relationship business.” - Mutual Friend“Shes a babe” - Male friend“I thought he was gay.” - Female Friend Reaction has been positive.But awareness of relationship is lowSource: Market interviews; unsolicited opinions; BCG analysis第

7、10頁，共15頁。BENCHMARKS SUGGEST WE ARE ON SCHEDULEYou & Me My ParentsKym & ChrisLiz Taylor(Average) First First Meet Official DateKissParentsStatusEngagedMarriageAffairDivorceTime After Initial Meeting 2 Wks4 Wks2 Months3 Months - - - - 6 Months7 Months 8 Months - 9 Months 11 Months - 27 Yrs 2 Wks3 Wks

8、2 Yrs 2 Yrs 8 Yrs 10 Yrs - - - 1 day - Never 11 Wks 12 Wks 14 Wks 15 Wks official Stage of RelationshipRepeat On Regular Basis“Liz Loop” Can Undermine Long-Term SuccessSource: Family reunion; People Magazine; BCG Analysis第11頁，共15頁。SUMMARYRelationship StrongCompatibleEngagingAffectionateLong term prospects strongMaintain awareness of possible roadblocks第12頁，共15頁。THE REBUTTALJune 28, 1996 10 Seconds After First Set of Slides第13頁，共15頁。DISCONNECT BETWEEN CUSTOMER NEEDS AND EXISTING SERVICESource: My heart; no analysis第14頁，共15頁。SUMMARYRelationship W