The criteria from the year prior to Round 1 (Round 0) display below. Price ranges in all segments drop $0.50 per year. For example, in Round 1 the Traditional price range will be $19.50-$29.50, in Round 2 it will be $19.00-$29.00. Positioning criteria also change each year (see 8.1 Perceptual Map). Age and reliability (MTBF) criteria remain the same year after year.
Each market segment expects different Positioning, Age range, Price range, and Levels of reliability (Measured in hours as Mean Time Between Failure, or MTBF.)
Traditional Segment Buying Criteria
Traditional customers seek proven products using current technology.
Age, 2 years– 47% of decision
Price, $20.00-$30.00– 23% of decision
Ideal Position, performance 5.0 size 15.0– 21% of decision
Reliability (MTBF), 14,000-19,000– 9% of decision
Low End Segment Buying Criteria
Low End customers seek proven products, are indifferent to technological sophistication and are price motivated.
Price, $15.00-$25.00– 53% of decision
Age, 7 years– 24% of decision
Ideal Position, performance 1.7 size 18.3– 16% of decision
Reliability (MTBF), 12,000-17,000– 7% of decision
High End Segment Buying Criteria
High End customers seek cutting-edge technology in both size and performance.
Ideal Position, performance 8.9 size 11.1– 43% of decision
Age, 0 years– 29% of decision
Reliability (MTBF), 20,000-25,000– 19% of decision
Price, $30.00-$40.00– 9% of decision
Performance Segment Buying Criteria
Performance customers seek high reliability and cutting edge performance technology.
Reliability (MTBF), 22,000-27,000– 43% of decision
Ideal Position, performance 9.4 size 16.0– 29% of decision
Price, $25.00-$35.00– 19% of decision
Age, 1 year– 9% of decision
Size Segment Buying Criteria
Size customers seek cutting edge size technology.
Ideal Position, performance 4.0 size 10.6– 43% of decision
Age, 1.5 years– 29% of decision
Reliability (MTBF), 16,000-21,000– 19% of decision
