GREAT SUPPLIERS THEORY – (An Offer based Market Segmentation Framework)

Abstract

Great Suppliers theory “states that there are six types of offers that permanently exist in all markets and their count of existence is not affected by factors.”

The Six Types of Offers :

1. Alternative : An offer which aims to provide better product than those which are available by creating a different segment of customers .

2. Twin brothers : An offer which aims to provide Identical products to the same as available in market to cover the gap and to serve a large

population of consumers which cannot be covered by a single supplier.

3. Substitute : An offer which aims to provide Cheaper or economical versions of the current product with a compromise on performance.

4. Exceptionals : An offer which aims to provide Products which provide a better value compared to their competitors.

5. Freshers : An offer which aims to provide New products whose market is yet to be developed and nurtured to make them mature demands.

6. Market windows : An offer which aims to provide convenience in buying products .

Keywords: Market segmentation, consumer behaviour, ocean strategy, kano model.