Ozana Jurković // Challenges of modern marketing: the importance of analyses

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Ozana Jurković’s professional experience includes a variety of leading multinational companies, such as Henkel, AC Nielsen, a global market research company, where she held one of the top positions and was responsible for two countries, and Styria, one of the largest regional media houses, where she operated as a media consultant.

Due to her analytical skills she is one of the top 8 percent business professionals worldwide. Her approach to work is very practical and client focused, that’s why she is considered trustworthy by large global companies, such as Unilever, Gillete, Kraft and many others.

www.sempl.si

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  • Although all mentioned sectors are very differenet, their worries are in common
  • Ozana Jurković // Challenges of modern marketing: the importance of analyses

    1. 1. Challenges of modernmarketing:The Importance of Analyses Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  1 www.analiza360.hr
    2. 2. ANALIZA 360jednostavno do odluke ANALIZA 360 Brojevi : Analize : Argumenti : www.analiza360.hr
    3. 3. • market conditions getting tougher and tougher ...and it’s getting tougher if you are not market leaderAnaliza pripremljena za klijenta: SEMPL 13Analiza namijenjena isključivo za klijentovu internu uporabu Page  3 www.analiza360.hr
    4. 4. What keeps you up at night...? Advertisers Agencies Media ? ? ? Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  4 www.analiza360.hr
    5. 5. Market conditions get tougher and tougher media fragmentation # of consumers - 3,1% appearance of new brands purchasing power # 27. -> #31. more commercials +106.000 +22% Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  5 www.analiza360.hr
    6. 6. Market conditions get tougher and tougherwhat does it mean for advertisers, agencies and media? 2008 2012 Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  6 www.analiza360.hr
    7. 7. How data and analysis can help? fact based decision support Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  7 www.analiza360.hr
    8. 8. Advertising Week 2011, New York City THE HOLY GRAIL OF MARKETING MEASURING THE TRUE VALUE OF A NEW THINKERS ... FACEBOOK FAN ... NEW THINKING INSIDE THE FUTURE CONNECTING WITH SOCIAL, LOCAL OF TV AND VIDEO CONSUMERS AND MOBILE - ANYWHERE, ANYTI IGNITING THE NEXT 9 YEARS ME INNOVATION What data are behind? Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  8 www.analiza360.hr
    9. 9. Loyalty – other name for making friendshipsGetting to know other person - „consumer” What he/she likes / dislikes? How he/she is thinking? Who are his/her other friends? More listening, than talking Real life friendship Marketing one - to - one one - to - many Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  9 www.analiza360.hr
    10. 10. How to get to know my consumer? ...but we should not forget to get to know also other consumers on the market Service oriented FMCG sectors ? InHouse data Market research data Consumer Intelligence Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  10 www.analiza360.hr
    11. 11. Four ways to grow your businessthere might be easer way than to get competitive users... Total population 1. Consumers aquisition • Competitive switch • Category expansion Potential users + users of (new users) complimentary categories 2. Selling more to existing Current category users consumers 3. Consolidate consumers cross portfolio 4. Right consumer profile (optional) Our Users of competitive consumers brands Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  11 www.analiza360.hr
    12. 12. Case study - example ? Dodatak: Brand X – rast kroz objedinjavanje potrošača Naznake ponašanja potrošača dovele su do dodatne analize koja pokazuje da osim akvizicije novih potrošača, velika zona Korisnici kategorije za rast Branda X leži i u objedinjavanju već postojećih potrošača. Naime umjesto skupog ulaganja u nove potrošače, Korisnici bilo kojeg Brand X proizvoda u kategoriji... motivacija postojećih da i drugi proizvodi koje koriste budu iz Brand X porodice, može predstavljati značajnu zonu rasta Npr. piju Cappuccino ...no piju konkurentske proizvode Category Piju Piju Piju Piju 2u1,3u1, Piju Piju Classic kavu, Piju Piju users piju Instant kavu Brand X Cappuccino, ali NE Franck ali NEVelikiFranck Gold NE za rast potencijal ali kavu, Franck ali NE Franck 2u1, Cappuccino Classic Franck Gold 2u1, 3u1 ili Cappucino Brand X Classic +55% više korisnika Franck Gold 3u1 Category Users 1.537.000 860.000 661.000 374.000 594.000 Brand X ukupno 487.000 141.000 140.000 Kako do njih? 90.000 125.000 Café Cappuccino 253.000 104.000 51.000 75.000 30.000 71.000 90.000 npr. paketiranje proizvoda Café Classic 188.000 104.000 41.000 96.000 24.000 58.000 64.000 Café Gold 152.000 46.000 75.000 96.000 Koji28.000proizvoda daje najveći tip 54.000 49.000 Café 2u1, 3u1 191.000 71.000 84.000 58.000 82.000 potencijal? 54.000 55.000 Source: BRANDpuls, Hrvatska 2010, Target: Users , potrošači koji su u zadnjih 6mjeseci pili instant kavu i cappuccino = 100% Analiza pripremljena za klijenta: Brand X. Analiza namijenjena isključivo za klijentovu internu uporabu Page  2 ANALIZA 360 Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  12 www.analiza360.hr
    13. 13. Important to knowDo you have right perspective on the market? we competitor How consumers perceive focus on wrong you...? things... - - performance ++ ...instead of closing serious gaps ...and how they perceive content package your competitors? - - importance ++ Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  13 www.analiza360.hr
    14. 14. How to chose right tool?Metrics for each phase of marketing cycle Customer satisfaction Would you recommed to a friend or colleague? Loyalty • Repeat purchases Awareness • Churn rate • Unaided and aided awareness • Attendees of events Trial • Sales revenue • Lead conversion Evaluation • Product preferences • Product info downloads • Leads, Test-drives Source Data driven Marketing, Jeffery Mark, Kellogg School of Management Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  14 www.analiza360.hr
    15. 15. New challenges of marketingWhat Chief Marketing Officers should know? Global IBM research conducted in 64 countries and over 1.700 CMO 2/3 ..of CMO consider that main criteria for evaluation of their work will be... ...measuring results of marketing activities and their effectivness Source IBM, Gayling, Maxi studeni/prosinac 2011 Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  15 www.analiza360.hr
    16. 16. 10 most important marketing metricsSome marketing results can be measured by financial results.Stress in on „some”... 1. Brand awareness 6. Profit: Revenue – Costs 2. Comparative marketing: 7. NPV: Net present value Test drive 8. IRR: Internal rate of return 3. Loyalty marketing: Churn 9. Payback time 4. Customer satisfaction 10. Consumer lifetime value 5. Take rate Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  16 www.analiza360.hr
    17. 17. Balance scorecard of marketing STRATEGIC Leading metrics: • Brand awareness, CLTV, „test- Forward-looking metrics drive” measure specific campaign TACTICAL and tactic effectiveness Backward-looking metrics • Sales, lead conversion OPERATIONAL measure execution efficiency Internal-looking metrics • Take rate, ad dollars spent Source Data driven Marketing, Jeffery Mark, Kellogg School of Management Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  17 www.analiza360.hr
    18. 18. How to get maximum out of a campaign? Brand awareness PRE and POST campaign measuring ! measuring pre post +9% +5% not sufficient Brand / Ad Purchase awareness intention Source Data driven Marketing, Jeffery Mark, Kellogg School of Management Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  18 www.analiza360.hr
    19. 19. How to get maximum out of a campaign? Media-mix Understanding what works the best! evaluation Visibility issue GOOD - - brand awareness ++ print CPM (CPT) tv calculation per media viral ..ranking and choosing most profitable outdoor not POOR Branding issue sufficient - - ad recognition ++ Source Data driven Marketing, Jeffery Mark, Kellogg School of Management Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  19 www.analiza360.hr
    20. 20. Advertising week 2011, NYCwhat future brings ....”New thinkers...new thinking” 100% -5,2 +1 MAD MAN MATH MAN 1960s 2010s Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  20 www.analiza360.hr
    21. 21. When next time something keep you up at night... ...remember, numbers can give you helping hand Analiza pripremljena za klijenta: SEMPL 13 Analiza namijenjena isključivo za klijentovu internu uporabu Page  21 www.analiza360.hr
    22. 22. ANALIZA 360 jednostavno do odluke contacts: .....thank you for your attention Nada Finderle nada.finderle@analiza360.hr mob: +385 91 6300 614 Ozana Jurković ozana.jurkovic@analiza360.hr mob: +385 91 6300 576 www.analiza360.hrPage  22 www.analiza360.hr
    23. 23. ...thank you for your attention www.analiza360.hrAnaliza pripremljena za klijenta: SEMPL 13Analiza namijenjena isključivo za klijentovu internu uporabu Page  23 www.analiza360.hr

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