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BCG Love Life Analsysis - PDF

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									Romance: A BCG Analysis


Original by Andy Meyer
June, 1996
Agenda




My relationships
 • Past
 • Present

Our relationship in detail

Evaluation




Consultant's Love Life (new format) 30Jan08.ppt   1
Different relationships provide different things
Illustrative Example



                      Share of time (%)
                      100
                                                             7%
                                                                     14%            Guilt


                       80                          41%
                                                            34%
                                                                     28%            Sex


                       60                                                           Beer
                                                   10%                              Sports
                                                            28%      17%            Talk
                       40
                                                   19%

                                                                     17%            Companionship
                                                             8%
                                                   10%
                       20
                                                            21%
                                                   17%               21%            Love

                         0
                                                  Family   Da Guys   You
                                                                           Source of item




Source: Internal focus groups; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                     2
Increase in relationship duration and intensity
Psycho a set back, but recovery under way




                            Intensity of relationship (%)
                   High                                                   Europe
                                                                                        “The Psycho”                               You
                                                                                        (ex-girlfriend)




                                                                              College



                                                  Senior year                                             Recovery period
                                 First try




                    Low
                                  1987            1988      1989   1990       1991       1992        1993       1994        1995     1996
                                                                                                                       Time of relationship




Source: Emotional baggage; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                                                               3
You rank highly among existing relationships


                            Value of relationship
                   High




                    Low
                         Family              You (new)        Partner    Principal    Rommmate                               You (old) Client
                              Voice mail lady                     Friend "A" Client IT guys                                      Street vendor
                                             UA flight attendant                          Dry cleaner                  Sushi place waiter
                                                                                                  Officemate       Friend "B"
                                                                                                         Ex-girlfriend
                                                                                                 Avg. time spent on relationship per week



Consultant's Love Life (new format) 30Jan08.ppt                                                                                                  4
Relationship drivers
Significant share of key drivers met


                                                                                 Love




                      Companionship                                             Affection                                         Compatibility




            Eating                       Entertainment              Physical                Non-physical            Personality                   Physical




                         Asian food                      Movies                Romantic                    Verbal                    Humor                      Height




                             Pizza                       Theater               Non-sexual                  Visual                 Intelligence               Attractiveness




                             Pasta                       Partying                                                                  Character




                                                          Sports



Source: Poets; Romantics; Self-Help books; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                                                                                               5
Personal interests mostly compatible
Greatest gap in sex, shopping


                                                                      Movies




                                            Sense of Humor                               Sex




                                          Shopping                                             Food




                                                                                                      Me
                                                                                                      You



                                                             Sports            Talking



Source: Cosmo Magazine questionnaire; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                             6
Physical characteristics strong


  Name                                    Eyes       Hair   Height   Body   Legs   Face


  You




  Sharon Stone



  “The Psycho”
  (ex-girlfriend)



  Your sister




  Rosanne Barr1




1. For reference only
Source: Individual Hormonal Response; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                           7
Overall ranking is top box
Sister also a top prospect



                                                                                              Size of bubble = likelihood of going out in near future
                            Physical appearance
                   High


                                      Supermodels                               Your sister



                                                                                                You
                                                              "The Psycho"
                                                              (ex-girlfriend)



                                                                                                                  Co-worker




                                              Rosanne Barr1
                    Low                                                                                                           Personality
                               Low                                                                                         High




1. For reference only
Source: Thin air
Consultant's Love Life (new format) 30Jan08.ppt                                                                                                     8
Response to relationship has been mixed


                Reaction has been positive...                               ...but awareness of relationship is low


  “They make a cute couple”
                 – Mutual friend
                                                                          “I didn’t even know they were going out”
                                                                                           – Co-worker
  “I think it’s great”
                     – Officemate
                                                                          “She doesn’t look Jewish”
  “She’s hot”
                                                                                          – Parent
                                   – Male friend

  “If she wants him, fine. They deserve each
                                                                          “I thought he was gay”
  other”
                                                                                          – Female friend
                  – “They Psycho” (ex-girlfriend)




                                          In sum: relationship and long-term prospects strong, but
                                             need to maintain awareness of possible roadblocks
Source: Unsolicited opinions; BCG analysis
Consultant's Love Life (new format) 30Jan08.ppt                                                                       9
Response from current girlfriend

         Clear disconnect between customer
             needs and existing service                                                            In conclusion

  Share of item (%)
  100                                                           Analysis            Relationship weakening
                                                                Listening
                                                                                     • Formal
   80                                                           Empathy
                                                                                     • Uncommunicative

                                                                Companionship
   60                                                                               Long term prospects dwindling
                                                                Affection
   40
                                                                                    Roadblocks are here today

   20                                                           Love
                                                                                    Speak in English, not in slides

     0
                What you provide                  What I need



                                                                       “I’m outta here!”


Consultant's Love Life (new format) 30Jan08.ppt                                                                       10

								
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