Everything you need to know about marketing segmentation, from the marketing experts at Adashmore Creative. This presentation helps you figure out where to start, factors to consider, best practices, and how to use segments to your advantage.
Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
Everything you need to know about marketing segmentation, from the marketing experts at Adashmore Creative. This presentation helps you figure out where to start, factors to consider, best practices, and how to use segments to your advantage.
Slides of my presentation during the event organized by foundation “Young Entrepreneurs Stichting, YES” at the Aruba Chamber of Commerce and Industry. January 28th, 2014.
5 greatest steps for how to segement your market. By leul girmaLeul Girma
In this video we we’ll going to see how to make Excellent market segmentation, this process moving through five greatest marketing steps.
Each segmentation steps brought you understandable and useful tools.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Lean Startup and other business practice books teach you to find what you're looking for but often lack the mechanics to see the answers. Here is a short discussion on how to do cost-effective market research.
5 greatest steps for how to segement your market. By leul girmaLeul Girma
In this video we we’ll going to see how to make Excellent market segmentation, this process moving through five greatest marketing steps.
Each segmentation steps brought you understandable and useful tools.
Conducting Marketing Research
What is Marketing Research?
Types of Marketing Research Firms
The Marketing Research Process
Marketing Research Process
Characteristics of Good Marketing Research
What is Marketing-Mix Modeling?
Marketing Dashboards
Lean Startup and other business practice books teach you to find what you're looking for but often lack the mechanics to see the answers. Here is a short discussion on how to do cost-effective market research.
Equity and Social Justice in Mathematics Educationteddychao
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Johnson and Johnson Sales and Marketing ResearchPrajakta Talathi
Sales and Channel Management
Based on the research, few recommendations are suggested to improve the sales, to improve the culture and to restructure future of J&J.
How to conduct market research in startups and small firms?Asen Gyczew
Many business mistakes are made due to insufficient market research. That’s why U created for you this guide to simple market research methods supported byon-line course so that you can see how with virtually no money you can research many important to you aspects like the size of the market or segment, the sales tactics of competitors, customer preferences etc. .
I will show you 3 groups of market research methods:
1. Consulting methods
2. On-line methods
3. Off-line methods
Since we want you to be able to do market research on your own there will be very little theory and loads of nice examples in many fields. You will master the market research in fields such as: retail, fast moving consumer goods, food sector, on-line businesses, services and some off-line businesses. This training will be especially beneficial for small business owners, startup, and consultants. You will learn what mystery shopping, store-checks is, bottom-up , top-down approach and others.
You will be able also to download from the on-line courses many additional resources
1. Links to free presentation and movies showing examples of research
2. Links to books worth reading
3. Excels with calculations showing you how you can do the market research as well as analyses and draw conclusions
Chuck Liu Design Research Lead KISSmetrics @chuckjliu cliu@kissmetrics.com
Market research helps you make decisions.
3 Essential Mantras of Market Research 1
Goal: Make better decisions, faster.
Get things done in days, not weeks or months.
Market research priorities are different depending on what stage your business is at
There are many FREE resources out there.
Google Trends: Measure market potential and interest AVINASH KAUSHIK HTTP://KISS.LY/LEANAC
Talking to experts: Get the detailed scoop of workflows and processes
1. Hypothesis- driven Have an idea to prove or disprove
2. Short and targeted 5 days, 2 weeks max
3 Ways for Early Stage Businesses to do Lean Market Research 2
1. Survey + Social Distribution Cheap (or free), but requires more work on your part
1. Make a screener or survey 2. Tweet/share it out 3. Analyze
Try the good ole’ “asking for a friend” (except it’s you really asking)
Whether you’re actually asking for a friend or not, this actually works be er, especially if you tag a potential competitor
1. Ask a question on Quora 2. Revitalize an old relevant thread with a new comment 3. Ask people to answer an existing question
2. AdWords Easy setup, variable expenses
You Pay for Clicks, Which Is Pre y Realistic
AdWords Keyword Planner does the work for you in volume and interest
1. Practice your pitch 2. Limited character count = concise messaging 3. Bad ideas = no problem
3. Amazon Mechanical Turk Disclaimer: I haven’t tried yet, but I want to
Mechanical Turk Plan: Simple • Design a test • Distribute a test • Analyze the data
3 Strategies for Existing Businesses/ Enterprises to Getting Faster Research Done 3
1. In-App Surveys Contextual, relevant, and dismissible
Existing workflow and pain points • Nudge your customers with in-app surveys • Open-ended
In-App Survey Pros and Cons Pros • Low cost • Low effort • Can be turned on/off as you please to measure activities over time • Quick responses based on targeting technique Cons • Limits demographic to your existing users • Can potentially annoy your users
2. Experience Sampling Uncover user needs and behaviors
Pros • Highlights behaviors, moods, stress levels • Gives context to these behaviors depending on how it was administered (same time every day, multiple times a day, etc.) • Measures differences over time Cons • Risk of participants dropping off or stopping participation • Incentive needed to lure in • Not good for checking if someone is doing a task repetitively Experience Sampling Pros and Cons
3. Persona Advisory Board
Quick Review: Personas (thanks to Buffer for these images!
Pros • Highly contextual information about day in the life, workflow, and process • Visibility into which tools are used for tasks • Deeper relationship and trust built with customer Cons • High amount of effort on your part • Recruiting can be hit or miss depending on your relationship with customers / th
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
Developing a marketing plan for the first timer can be daunting, here we present a user friendly guidebook on the key steps, inputs and take the reader through the development of a marketing plan from start to finish
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019Carol Phillips
The first step in developing a brand strategy is to assess where the brand stands today. This presentation explains the most relevant frameworks for organizing information to reveal the insights needed to create an effective brand strategy.
this presentation pays attention to the to competitor analysis and how to conduct especially for an entrepreneur that's working on a shoe string budget.
Market planning: industry and competition ,
market planning: industry and competition
,
developing the marketing plan
,
distribution channel
,
analyzing the competition
,
swot analysis
Digital Marketing Strategic Planning WorkshopDigi Mark
5th ITI Digital Marketing Day
By: Mohab Ayman
#DMDay5
Digital Marketing Strategy is:
Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support the overall Business Objectives.
Comprising of various Steps, the fundamentals of advertising can be broken down to 8 steps. Followed by an intense customer & competitor analysis, the STP strategies are set which becomes the foundation of the Advertising Campaign.
A basic treatise that goes through the math regarding stock ownership as a company is founded up through IPO. Very simplistic model that assumes rising prices throughout.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
1. Market Research
and
Intelligence Gathering
This presentation is made possible by the support of the American People through the United States Agency
for International Development (USAID). The contents of this presentation are the sole responsibility of
Rasmussen International and do not necessarily reflect the views of USAID or the United States
Government.
2. Power of Information
• Strong market
research is very
important
• Allows you to make
plans with real data
• Attack big markets
• Minimize competitive
threats
3. Market Research Sources
• Primary, direct:
– Conducting qualitative interviews
– Informal talks
•
•
•
Customers,
Prospects,
Suppliers & vendors
• Secondary, indirect:
– Published sources help you gather general information
about your target market, industry, and competition
5. Secondary Sources
• Traditionally: expensive industry reports
(Gartner, Forrester, IDG)
• Now: publicly accessible records
– Local/Regional markets & industry sectors:
•
•
•
Business Associations & Chambers of Commerce
Trade Associations & Industry groups
Business journals & Academic institutions
– International markets, add to the above:
•
•
Chambers of Commerce of your target country
Embassies and Consulates
6. Types of market intelligence
• Quantitative:
– Size of market
– market demographics & cohorts
– business characteristics, trends
• Qualitative:
– Understanding customer behavior,
– Perceptions and buying patterns
– Market opportunities & threats
•
•
•
•
Product/service features
Are expectations met/going to be met?
Perceptions on competitive advantage?
Follow up – any action items to tweak product/service?
7. Major Corporate Assumptions and Future Goals
• Assumptions:
– What do they believe about their reputation and capabilities?
– Who are their key decision makers? Functional backgrounds?
– What is their attitude toward change and risk?
• Future Goals:
–
–
–
–
Financial goals (ROI, share price, sales volume?)
Incentive systems for management?
Who is on their board of directors?
What are their governmental constraints?
Where can you obtain these answers? Public and private…
8. Product Positioning
Positioning Methods:
• By attribute
– BMW known for engineering, Volvo for safety & durability
• By price & quality
– Walmart vs. Neiman Marcus
• By application
– Morning blend coffee
• By user type
– Johnson & Johnson baby shampoo repositioned for adult use as mild
shampoo
• Vis-à-vis competitor
– Avis – “We’re #2 so we try harder”)
• As solution provider for a specific problem
9. Positioning Measurement
• Perceptual Mapping
Spatial mapping of brand perception by various individuals
• Positioning to a Segment
includes all the options a target market has to fulfill need for a
product/service, including substitute products
• Positioning Map
chart different products & services to enable comparison and
contrast easily
axes of map – price vs. quality, comfort vs. price, expertise vs. price
any gaps on the map can point to areas of new product development
10. Positioning Statement
Positioning statement breaks down into 4 parts:
1. Target Market
2. Your Product/Service
3. Frame of Reference/Category
includes all the options a target market has to fulfill need for a
product/service, including substitute products
4. Point of Difference or Uniqueness
the benefit that buyers get from your product uniquely
11. Construct a “Day in the life”
• This is the story telling part of what you do…
•
•
•
•
What your customers need and what they care about
How they will use your type of product/service
How they gain value
How they will be happy to pay you
12. Research Methods
QUANTITATIVE: CONJOINT
ANALYSIS
Helps analyze thought
process behind preferences.
Identify & describe levels of
product attributes or
characteristics.
Measure relative utility and
relative importance of the
attributes.
The relative value of product/
service attributes can be
analyzed statistically.
13. Research Methods
QUANTITATIVE: KEY DRIVER
ANALYSIS
Survey method that uses
statistical linear regression to
measure strength of multiple
attributes (variables) relative to a
strategic characteristic
(dependent variable).
Useful in answering:
• What is driving the brand it its
market segment?
• What would make its market
share rise?
• What makes a competitor’s
market share rise?
14. Competitive Analysis and Frameworks
•
Investors ask: Who is the competition?
•
Capabilities:
–
–
–
–
–
–
–
–
–
–
•
Products and Services offered
Marketing and selling
Dealers and distributors
Facilities and locations
Operations
Technology
Overall cost position
Financial strength
Organizational culture
Managerial capacity
Strategy
–
–
–
Corporate portfolio and SBUs
Political ties and other special advantages
Strategic direction? Growth, harvest…?
15. Typical two-axis diagram
• You define the
axes to show
your strengths
• You’re always
in the top right
corner
You
17. Competitive Analysis:
The Porter Model
Potential
Entrants
Who is your
Competition?
Suppliers
Current
Industry
Structure
(rivalry amongst competitors)
Substitutes
Customers
18. Thinking through the Porter Model
• Minimizing Substitution Effects:
Potential
Entrants
Suppliers
Current
Industry
Structure
Customers
(rivalry amongst
competitors)
– How easy is it for a customer to
substitute your product/service?
Substitutes
Potential
Entrants
• Minimizing Supplier issues:
– How easy is it for Suppliers to drive up
prices?
Suppliers
Current
Industry
Structure
Customers
(rivalry amongst
competitors)
Substitutes
• Reducing bargaining power of
customers
Potential
Entrants
Suppliers
Current
Industry
Structure
(rivalry amongst
competitors)
Substitutes
Customers
19. Building Barriers to Entry
•
•
•
•
•
•
•
•
•
•
High capital investment
Specialized service delivery processes
Special distribution channels
Unique image or brand awareness
Patented or difficult to copy features
Geographical location advantages
Specialized sources of supply (supplies and labor)
Special purpose machinery or software
Special financing techniques
Experience curve knowledge
Results in higher profitability and less risk
20. Conclusion
• Understand
–
–
–
–
Target market and segment,
Your industry,
Your customers,
Your competitors
• Know how to position yourself and your products and
services to pinpoint your messaging
• Reduce business risk and increase revenue & profitability