0
Market Strategy Process
         Prepared by
    Benny Sommerfeld
          July 2009



       805-794-0580


      benny...
Market Strategy Process


– project as far into the
  future as comfortably
  possible

– find a middle step to go
  back ...
Trend Mapping

• identify key trends
   o extract driving forces

• review of business
  parameters
   o industry specific...
Marketing Strategy and Consumer Insight
• identify objectives
   o purpose of research?
   o what are the questions needed...
Identify Objectives

• who?
  o create research brief
  o design screeners

• what data are available?
  o quantitative
  ...
Who is the Target Customer?

• collect data
   o magazines
   o newspaper articles
   o books
   o how do they live
   o v...
Gap Analysis

• is the offer relevant?

• what is important for the target
  customers?

• can we close the gap?

• identi...
Create Consumer Clusters

• identify the driving
  forces behind the
  trends as a cluster

• select images which
  repres...
Use Cluster Insights in your Value Chain

• formulate corporate
  communications

• use imagery to illustrate
  services

...
Transfer Insights to Organization

• knowledge transfer
   o if possible, cross
     functional groups
   o   internal cus...
Improve Research Methodologies

• use appropriate tools

• buy syndicated
  subscriptions

• software training skills

• t...
Summary

• stretch the "future“

• focus on consumers

• empower the organization

• implement and follow up




         ...
Thank
 You!



  805-794-0580


  benny.sommerfeld@gmail.com




                               © 2009 Benny Sommerfeld
Upcoming SlideShare
Loading in...5
×

Strategic Marketing Consumer Insight

695

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
695
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Strategic Marketing Consumer Insight"

  1. 1. Market Strategy Process Prepared by Benny Sommerfeld July 2009 805-794-0580 benny.sommerfeld@gmail.com © 2009 Benny Sommerfeld
  2. 2. Market Strategy Process – project as far into the future as comfortably possible – find a middle step to go back to – go back to starting point © 2009 Benny Sommerfeld
  3. 3. Trend Mapping • identify key trends o extract driving forces • review of business parameters o industry specific trends o framing business environment © 2009 Benny Sommerfeld
  4. 4. Marketing Strategy and Consumer Insight • identify objectives o purpose of research? o what are the questions needed to be answered? o when do we need the answers?  timeline  resources • who are the target customers? o what are their expectations? o what needs do they have? • gap analysis o how satisfied are the customers with today's services? o how important are the deliverables offered? © 2009 Benny Sommerfeld
  5. 5. Identify Objectives • who? o create research brief o design screeners • what data are available? o quantitative o qualitative o ethnographic o identify "overlap" © 2009 Benny Sommerfeld
  6. 6. Who is the Target Customer? • collect data o magazines o newspaper articles o books o how do they live o visual mapping • identify needs o prioritize o segment data © 2009 Benny Sommerfeld
  7. 7. Gap Analysis • is the offer relevant? • what is important for the target customers? • can we close the gap? • identify opportunities © 2009 Benny Sommerfeld
  8. 8. Create Consumer Clusters • identify the driving forces behind the trends as a cluster • select images which represent the cluster • use four or five clusters when describing target customers © 2009 Benny Sommerfeld
  9. 9. Use Cluster Insights in your Value Chain • formulate corporate communications • use imagery to illustrate services • know where to look for your target audience, e.g. media consumption © 2009 Benny Sommerfeld
  10. 10. Transfer Insights to Organization • knowledge transfer o if possible, cross functional groups o internal customers sign- off on findings o establish relationships amongst decision makers at all times © 2009 Benny Sommerfeld
  11. 11. Improve Research Methodologies • use appropriate tools • buy syndicated subscriptions • software training skills • team development • have fun © 2009 Benny Sommerfeld
  12. 12. Summary • stretch the "future“ • focus on consumers • empower the organization • implement and follow up © 2009 Benny Sommerfeld
  13. 13. Thank You! 805-794-0580 benny.sommerfeld@gmail.com © 2009 Benny Sommerfeld
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×