Mi Circle For Mr Event Samantha Chmelik
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New Analytical Model combining the Marketing Mix and 5 Forces.
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Mi Circle For Mr Event Samantha Chmelik
- 1. The Market Intelligence Circle: Integrating Market Research, Competitive Intelligence, & Corporate Objectives to Understand Your Business Environment The Market Research Event 8 November 2005 Samantha Chmelik, Principal
- 2. Agenda • Evolution of the Market Intelligence Circle • The Market Intelligence Circle • Case Studies: Applying the MI Circle • Q&A © 2005 Knowledge inForm, Inc.
- 3. Evolution of the Market Intelligence Circle © 2005 Knowledge inForm, Inc.
- 4. Evolution of the Market Intelligence Circle What do I research? How do I create my research question/scope? How do I prioritize my research questions? How do I integrate all types of research, e.g. market research, competitive intelligence? How do I use my research results to advance corporate goals & objectives? © 2005 Knowledge inForm, Inc.
- 5. The Market Intelligence Circle © 2005 Knowledge inForm, Inc.
- 6. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 7. Research Questions Price Promotion Position Product •Price •Coupons •Brand Image •Features Customers Sensitivity •Rebates •Segmentation •Customer •Price Changes Service •Channel •NPD Competitors •Price Changes •Offers/Deals •Market Share •Technical •Brand Image Innovations •Price Wars •Channel •NPD Cycle •Price Changes •Contracts •Competitors •Scarce Vendors Resources •Pressures •Bulk •Other Purchasing Industries •Customization Served •Price •Typical •Segments •Market Size Industry/ Sensitivity Offers •Socio-Econ •Substitutes Market •Commodities •Segments Pressures © 2005 Knowledge inForm, Inc.
- 8. Chinese Herbs Case Study © 2005 Knowledge inForm, Inc.
- 9. Chinese Herbs • Small Business Looking to Expand • Demand for Chinese Herbs • Push Core Acupuncture Business © 2005 Knowledge inForm, Inc.
- 10. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 11. Chinese Herbs • Key = Promotions • Challenge = Identify Purchase Drivers © 2005 Knowledge inForm, Inc.
- 12. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 13. E-Legal Forms Case Study © 2005 Knowledge inForm, Inc.
- 14. E-Legal Forms • Medium Size Company • 3rd Round of VC Funding • Size the Market © 2005 Knowledge inForm, Inc.
- 15. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 16. E-Legal Forms • Key ◦ Segment the Market ◦ Identify Competitors ◦ Segment Customers • Challenge = Integrate Various Research Results © 2005 Knowledge inForm, Inc.
- 17. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 18. Ink Jet Ink Case Study © 2005 Knowledge inForm, Inc.
- 19. Ink Jet Ink • Large Specialty Chemical Company • Commodity Element • Uncover New Markets © 2005 Knowledge inForm, Inc.
- 20. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 21. Ink Jet Ink • Key ◦ Higher Value End Product ◦ B2B to B2C • Challenge = Reposition Company in Market © 2005 Knowledge inForm, Inc.
- 22. Market Intelligence CircleSM © 2005 Knowledge inForm, Inc.
- 23. Wrap-Up • Evolution of the Market Intelligence Circle • The Market Intelligence Circle • Case Studies ◦ Chinese Herbs ◦ E-Legal Forms ◦ Ink Jet Ink © 2005 Knowledge inForm, Inc.
- 24. Q&A and Thank You! © 2005 Knowledge inForm, Inc.
- 25. Contact Info Samantha Chmelik Principal, Knowledge inForm, Inc. chmelik@knowledgeinform.com 781-585-6856 www.knowledgeinform.com © 2005 Knowledge inForm, Inc.