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Consumers want the ‘Total Package’ - Not Just Technology

Published by: InfoTrends/CAP Ventures

Published: Feb. 19, 2008 - 8 Pages


Table of Contents


Executive Summary

Introduction

Key Highlights

Changing Dynamics - New Drivers

The Purchase Decision - Consumers Know What They Want

Segmentation Strategies - Not Niche Marketing

Segmentation AND Category Management Strategies

Mature Market - Distribution Pressures

The Promotional Value of Brands

Conclusions

Abstract

The digital camera has brought about the demise of the traditional silver halide photographic market as we used to know it. With household penetration reaching maturity, what is in store for digital cameras and how are the key manufacturers going to keep the sales volumes buoyant in the years ahead. This analysis looks at how the key market dynamics will change for manufacturers as the market transitions from a technology based growth market to a highly competitive consumer driven category.

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