Business Marketing

Thinking Application: Choose two competing companies in the same industry. One satisfies your
needs, and the other does not.

a. Describe the typical consumer of this product or service category.

Joy and Smart dishwashing liquid are consumer goods. Both are products bought for
consumption by the average consumer. They are nondurable goods and are used in everyday life.
They are typically consumed by those assigned to washing dishes as their household chore and
used at home, in school, and at work to clean dirty dishes, cutlery, utensils, etc.

b. Explain what needs and wants are satisfied and exactly how they were satisfied.
As I am assigned to do the dishes every day, I want the kind of dishwashing liquid that
should remove grease and grime with only a small portion of detergent. It should be bubbly to
give me the illusion of cleanliness after rinsing off. It should have a pleasant smell. The smell
should not remain in the dishes after rinsing. It should not irritate my skin and should not leave
my hands dry after use. Most of all, it should be affordable.
I am more satisfied with Joy Dishwashing Liquid as it breaks down a heavy amount of grease
more quickly than Smart Dishwashing Liquid, but it needs to use more detergent to adequately
cut through the grease. It does not irritate or dry my hands after use, unlike smart dishwashing
liquid. It bubbles a lot, and it lasts longer than smart dishwashing liquid. It more leaves no spots
for food or residue and no greasy feels after use than the latter. It cuts grime with only a small
amount, and it has a more refreshing lemon scent. However, it tends to leave behind a too-strong
lemon scent in the dishes. Those with sensitive palates will notice this the most because the
lemon scent sometimes transfers to food and drink. The scent is a little strong, which may not be
favorable for those who have sensitive noses. It is more expensive than smart dishwashing liquid
and is thinner and not concentrated enough to tackle very tough grease.
c. In areas you were not satisfied with, what should the company do to make you satisfied?
JoySuds, LLC, which is the company owner of Joy Dishwashing Liquid, should make
their product more concentrated so that there is no need to use more detergent to cut through the
grease. Using less detergent saves a bunch of money. As the scent is a little strong and tends to
leave a lemon scent behind, they should change the amount of mixture in the ingredient into
something where it can still maintain the product’s smell when used but not be too strong that is
not favorable to those with asthma or sensitive noses, and after being rinsed off, the scent should
also naturally fade away.