Just Puttering Along

Will They Buy It?

We then asked Kiger to examine each catalog’s efforts at presenting a single type of product. We chose headsets, since they are a significant purchase for virtually every GA pilot, usually several times during his flying career.

All four of the catalogs we examined carry similar headset brands; many lines are almost identical. Just as with strategy and positioning, Kiger found a wide range of abilities in pushing the product out the door.