This PPT slide, part of the 38-slide Pricing Strategy PowerPoint presentation, presents the Consumer Adoption Curve, a critical framework for understanding how different segments of customers adopt new products over time. It categorizes customers into 5 distinct groups: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards, each representing a percentage of the overall market.

Innovators, making up 2.5% of the market, are characterized as technology enthusiasts who embrace new products with the belief that they will enhance their lives. Early Adopters, representing 13.5%, are visionaries who are willing to take risks and advocate for revolutionary changes in business and government. They are crucial for bridging the gap between innovation and broader market acceptance, often referred to as “The Chasm.”

The Early Majority, which constitutes 34% of the market, consists of pragmatists who prefer proven solutions. They adopt new products only after they have demonstrated a successful track record. This group is essential for achieving substantial market penetration. The Late Majority, also 34%, is more conservative and price-sensitive, often requiring simple, functional products. They tend to be skeptical and demanding, making them a challenging segment to engage.

Finally, Laggards, representing 16% of the market, are the last to adopt any product. They are often critical of new innovations and require strategies that focus on accommodating their needs rather than direct selling. Understanding these segments is vital for determining optimal pricing strategies and effectively positioning products in the market.

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Pricing Strategy Product Strategy Product Launch Strategy Innovation Positioning