Strategic Marketing Consumer Insight

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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
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