Derek is working on promoting his company's Glazer brand of electronic razors

Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers. How can Derek modify the communications program to get customers to favor Glazers over other brands?

Student answers may vary.
Since customers are comfortable with their present electronic razors, Derek's communications strategy should aim to build preference for Glazers. Customers have already developed a liking for Glazers. So, Derek should focus on comparing the quality of Glazers with that of competing brands. This can be done by illustrating the improved features of Glazers that provide clean and hassle-free use. Derek could do well to compare the Glazers with other brands in terms of value, utility, and performance factors as well.