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: https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce

This was an interesting and funny Ted talk by Malcolm Gladwell about Howard Moscowitz, a psychophysicist.Howard helped companies such as Pepsi, Nescafe, Dill Pickles, and Ragu Spaghetti sauce realize that there isn't any one perfect product.Prego sat beside Ragu on the market shelf and always had the competitive advantage.Overall, it had a better authentic taste.Howard helped Ragu refocus their efforts to gain the competitive advantage by doing a study group.

Under the assumption that people don't always know what they want, he collected data from participates that tasted 10 different sauces.One third of the focus group liked the extra chucky sauce.There were no other chunky sauces.This finally gave Ragu a competitive advantage over Prego.They didn't even know that chunky sauce was what they wanted.He pointed out that prior to Moscowitz's experiment; the industry would ask focus groups what they wanted.Interesting to learn we don't always know what we want.

1. Identify and explain 3-5 concepts in the video covered in the course.
2. The Market Concept

This was the process of getting the right flavors and textures that people wanted in a sauce.Page 412 of our text states it well, "We can say that marketing is finding out the needs and wants of potential buyers and then providing goods and services that meet or exceed the expectations of those buyers".

1. Defining the Target Market

With Moscowitz's focus group, he was able to target a specific group of people who like chunky sauce.Page 417 of text explains it well."The target market is the specific group of customers toward which a firm directs its marketing efforts".

1. Niche Competitive Advantage

With the belief that there wasn't any one perfect product and the focus group data, Moscowitz was able to refocus the company's efforts and gave them a niche competitive advantage.At the time, there were no other sauces that were chunky.Page 419 "A company with a niche competitive advantage targets and effectively serves a single segment of the market".

1. How does this video relate to your personal/professional life?

Often times I don't know what I want until I see or taste something.A lot of times, I may not even be craving something until I see it on TV.Most of the time when I purchase a new product it's because of the marketing on TV, coupons or at BJ's sampling kiosk.

I've recently converted to veganism.It has evolved in the past ten years.There is so much information and product availability now than ever before. I've noticed that even fast food restaurants have jumped on the bandwagon.Burger King now serves the "Impossible Burger".I've tried it and its ok!It is an alternative for me if I'm with friends and that is where they want to eat.I'd say that Burger King has a Niche Competitive Advantage against Wendy's and McDonald's.

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