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Iridium company presentation: key idea, services and experience

Iridium company presentation: key idea, services and experience

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  • 1. PLEASURE TO SEE HOW IDEAS WORK
  • 2. Increasingly more of uncertainty
  • 3. Increasingly more of "breakthrough" tools Trends review Ethnographic research Creative workshop On-line research & social networks insights
  • 4. Increasingly harder to see the whole picture
  • 5. Increasingly higher speeds and less time
  • 6. There are good executives but few specialists
  • 7. Creative thinking: how to see the unusual in the The research project, which yields IDEAS usual? Trends: which changes affect the category? Emotional benefits: understanding of "what consumers feel" Company’s Culture and Strategy: what can be achieved and what cannot The right study Analytics = summing up and linking to the past experience Consumer research: who they are, what they do, what they focus on
  • 8. Ways to handle ideas find an idea >>> move from the intuitive understanding to a formalized description>>> test the idea >>> adjust it>>> make it work>>>
  • 9. SOURCES OF IDEAS These are consumer surveys focused on emotional benefits. Technical, social and consumer trends. "Strange People" & “Ultimate Users". Brainstorming, sinectics, TRIZ (the theory of inventor's problem solving), role models and intuition, “the consumer’s view" and social networking
  • 10. SOURCES OF IDEAS. CONSUMER RESEARCH: Benefits Segment 4 17% Family reunion traditions Relax and get away from problems Segment 2 Self actualization: Cheer up «what I am» benefits Segmentation by 12% New colors of life Segment 3 benefits and Nice atmosphere for communication 22% Vivid socializing Break the ice Self expression and self requirements to identification brands, Stimulate the brain Segment 2 18% Emotional benefits communications and Not just a taste products Segment 1 Experience a taste of life Segment 1 12% 12% Time for oneself Time for oneself Feel the warmth and coziness Out of home as if at home Rational benefits Feelings of childhood Bright break Home Consumption Office situations A segmentation of consumers Consumer based on the consumer benefits research* seeking to reveal and study the >> emotional benefits for consumers * To learn more about the research tools and techniques, call + 7 495 995 8268
  • 11. SOURCES OF IDEAS. CONSUMER RESEARCH: Role model Mood The new woman first of all Hobbies wants to follow her nature and Hobbies are associated looks for a magazine that with beauty and fashion. If we want to teaches to be a woman Fashion for me and not Job Hobbies become a Job vice versa. Need a magazine that helps me popular brand, Making money is a become fashionable and we must learn female objective. maintain my what consumers Show me how individuality like and find a Relations Event way to link up Events Relations our product to Major events: the liking object Looking for a new Game private life and Game model of relations between the sexes. Spare time: out and career. Need a Need a magazine to useful. Need a magazine inspiring show partner magazine that gives with examples from relations from ideas for the life of celebrities different points of entertainment view Qualitative surveys and ethnography. Stress upon Consumer the search of ideas to >> research* develop emotionally intensive communications * To learn more about the research tools and techniques, call + 7 495 995 8268
  • 12. SOURCES OF IDEAS. TECHNICAL AND CONSUMER TRENDS: The future of hand-washing products: what will it be? Changing role models for men and women: independent women and emotional men & Using the development patterns of Trends * technological and social systems, >> creating product concepts, models and prototypes * To learn more about the trend identification and usage techniques, call + 7 495 995 8268
  • 13. SOURCES OF IDEAS. ETHNO STUDIES: Studying consumers in their actual life environment. Photo and video images, journals, observations Ethnography * (including the participation of the >> Client). This type of research is a way to get product and communication insights in a more specific and lively format * To learn more about the ethno tools and techniques, call + 7 495 995 8268
  • 14. SOURCES OF IDEAS. “ULTIMATE USERS" AND "STRANGE PEOPLE" ☺: "Heavy users": consumers who buy / consume a lot "Onset": consumers who are about to abandon the category "Trendsetting referrers": consumers who consume a lot, "Aliens": consumers who are not innovators and early followers, aware of the need or use "the other" well versed in products and technology actively advise friends mass market "Trendsetting experts": consumers who consume a lot, innovators, well versed in products "Rejecters": consumers who have chosen a substitute category Reason analysis of shopping, values, perceptions of "ultimate users" and the category and substitutes. An attempt to "strange people" * redefine the market boundaries that make up >> consumer values. "Strange People" are experts with an unusual vision for the market, typically the media folk. * To learn more about the research tools and techniques, call + 7 495 995 8268
  • 15. SOURCES OF IDEAS. SOCIAL NETWORKS: Dissatisfied Advocates Fighters Enhancing topic Topic Shifting topic Anti-topic Meta-topic Content analysis of the social networks, frequency, overall tone, audiences, dynamics, topics. Through the development patterns of social systems we can identify Social Networks * new and interesting topics, be one step ahead of >> competitors. Needed for the search of communication topics and product insights, new ideas to "go viral". * To learn more about the research tools and techniques, call + 7 495 995 8268
  • 16. SOURCES OF IDEAS. BRAINSTORMING: Different approaches to brainstorming. Cross- functional team. Strategy visualization: Brainstorming * "strategic canvas". Lateral thinking and TRIZ >> techniques. Game techniques and "Consumer Theater". Visualizing ideas and prototyping * Learn more about the approaches to brainstorming at www.i-um.ru or call + 7 495 995 8268
  • 17. FORMATS OF IDEAS Brand concepts, communication concepts, product and service concepts, visual communication concepts (package, advertising, corporate identification)
  • 18. Prompt prototyping is the key for success of innovation. Need to formalize the idea.
  • 19. Concepts are directions and boundaries for the development of formal solutions: product, packaging, style and service. Style, communication concept Brand concept Product / service concept
  • 20. FORMAT OF IDEAS. BRAND CONCEPT: Concept 1 Concept 2 "Individuality" "Relaxation" Consumer insight: "furniture should emphasize my personality and Consumer insight: "I’d like that our visitors could get a chance for some individuality of my business" relaxation, get rid of bad thoughts and tune in a positive way" Brand promise /benefit: "Ramart understands you and your business Brand promise /benefit: "Ramart upholstered furniture is the office by offering customized solutions" furniture for relaxation, helps relax, win over customers’ liking and loyalty of the staff" RTB / benefits confirmation: a wide product range, possibilities to customize the product, a bright and diverse communication style RTB / benefits confirmation: "soft" style furniture (gentle colors, smooth shapes), ease of communication Key brand attributes: choice, emotions, movement, understanding, dynamic style Key brand attributes: lightness, softness, space, escape, "for me", like home
  • 21. Light communication Consumer insight: I am fond of interesting meetings, new acquaintances… I’d like to be the center of people’s attention, acquaintances… people’ see the rapt views and easily make new friends. Yet I don’t feel don’ like drinking strong spirits to achieve all that. I wish juice could could have a similar magic effect on me… me… Pradis Light-proposal&RTB: light cocktails based on natural Light- proposal&RTB: French wines with various flavors. Nearly a juice, it gives me juice, self confidence and makes me cheerful. Pradis Light draws the attention, makes the impression! FORMAT OF IDEAS. COMMUNICATION CONCEPT :
  • 22. FORMAT OF IDEAS. PRODUCT CONCEPT: Consumer insight: "... I’d love to feel a real taste, as that in the village ...." Proposition: ".... The milk collected from farms in the Vladimir Region, processed without boiling in a sparing mode, with a floating richness ... " RTB: the Vladimir Region farms, pasteurization and short shelf life, floating richness A product (service) concept development should include the involvement of the Client’s R&D team.
  • 23. FORMAT OF IDEAS. PRODUCT CONCEPT: Consumer insight: ... I wanna enjoy the taste, yet with no extra calories .... " Proposition: ".... Yogurt with sugar, however this sugar is not digested as well as fibers... “ RTB: Special sugar processing: changed Traditional yogurt Innovative calorie-free yogurt polarity of molecules ("chirality") A product (service) concept development may require the involvement of TRIZ experts, conducting R&D and patent protection.
  • 24. FORMAT OF IDEAS. PACKAGE CONCEPT: how to achieve the "authentic traditional nature"? A new way to pack products, a carton chest with stories inside.
  • 25. FORMAT OF IDEAS. PACKAGE CONCEPT: how to make "a journey of tastes"? A new way to pack products, another product structure, add-on elements.
  • 26. IDEA CHECK-UP Flexible approach to concepts, lots of visual materials, designs, consumer tests – stress upon the emotional engagement and comprehension of the benefit / value
  • 27. IDEA CHECK-UP. MARKETING MIX TEST: Assessing product and service attributes – both individually and along with the price and communications Product / service A chance to get ‘confidence samples’ of people susceptible to slight differences in taste for organoleptic tests Testing both the concepts and ready-made materials Communications or Assessing communication effects package and demand simulation PC-based simulation of actual interaction between communications and consumers Using the market simulation methods and offering dedicated software to assess the demand at different price levels and Price characteristics of a product / service
  • 28. MAKING IDEAS WORK. INSIDE AND OUT.
  • 29. Make the exact idea work at reasonable costs >> Interactive communication projects often have a complex and cross-functional structure, which requires an array of various specialists and contractors. Eventually, the meaning and content of the idea is getting lost. At the other extreme, the project becomes too costly where a chain ad agency is involved. >> We can take over control of such a project substantially lowering the costs associated with subcontractors through a clear delimitation of tasks and isolation of the creative component (which is often duplicated by all contractors in the project). Also, the need for additional staff is no more relevant.
  • 30. Win over staff support >> Introduction of innovation - in products or services, brand, communication, culture - requires support of the staff. The function of "inspiring introduction of innovations" typically falls "in between" the marketing and HR departments. Eventually, such projects are pumped through the internal communication channels chaotically, in the "shifting the responsibility" atmosphere, without clear target setting and without a clear performance assessment. >> We can act as the integrator, and work together to achieve the necessary support for changes by the staff.
  • 31. Cultivating innovations >> While introducing new products in large companies we are often faced with tremendous resistance - the product has not proved itself yet, the risks are considerable and managers fear for their careers. A conflict with the current culture is possible. >> We can take over the "seeding stage" of the project and bring it to the level of a "robust start-up", and then hand it over to the "parent company", including the staff.
  • 32. OUR EXPERTISE * To arrange a face-to-face meeting and case-study presentation, call + 7 495 995 8268
  • 33. Any project is a journey. It’s great to have the right people by your side! ☺ We really know how to work in cross- functional teams It’s convenient We look at the reality rather with us: we We offer interesting and than trying to squeeze it into cherish the Client practical ideas a format of a "research product". We are reasonable when dealing with budgets We know how We support the valuable attention introduction of the to detail is found ideas
  • 34. http ://c om m u nit y.liv ejou r n a l. com /i_u m/
  • 35. Приходите пообщаться в Сигарную Pleasureдля революционеров! Ждем Вас! комнату to create working ideas. Iridium. Да-да, именно Вас! ☺