Customer Insights

4 Pages Posted: 22 Oct 2021 Last revised: 10 Nov 2021

See all articles by Rajkumar Venkatesan

Rajkumar Venkatesan

University of Virginia - Darden School of Business

Tami Kim

University of Virginia - Darden School of Business

Abstract

In this set of three exercises, students are cast in the roles of brand managers of one of three categories of consumer goods companies. They must choose a specific brand in their category and identify keywords to advertise that brand on Google search, in order to leverage or react to evolving consumer behavior. Students research trend tools and Google's keyword planner, explore and analyze consumer demand, identify customer segments, research product features, identify competitors, and finally choose paid search keywords.

Excerpt

UVA-M-1013

Rev. Feb. 8, 2022

Customer Insights

Exercise (A)

The purpose of this exercise is to get you acquainted with a variety of online data sources and tools that help you identify business opportunities, the locations where demand is growing, and the queries consumers use to search for your products.

Consumer behavior is changing rapidly and unpredictably. Assume the role of a brand manager of a brand in the category Home Office. Your assignment is to choose, from your product category, a specific brand for which you would like to identify keywords to advertise on Google search this month. The objective is to leverage or react to this evolving consumer behavior. For example, if your product category is sports and outdoors, you could choose to be the brand manager for Vibe Kayaks or some other brand of kayaks. To complete this assignment, we ask that you get acquainted with and use the following tools:

. . .

Keywords: Google Trends, segmentation, targeting, paid search, competition, keywords, branding

Suggested Citation

Venkatesan, Rajkumar and Kim, Tami, Customer Insights. Darden Case No. UVA-M-1013, Available at SSRN: https://ssrn.com/abstract=3942696

Rajkumar Venkatesan (Contact Author)

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Tami Kim

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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