This document provides an introduction to a six-part strategy course. It outlines the instructor's background and qualifications. The learning goals are to understand business strategy, study international business cases, and learn practical business skills. The class format emphasizes participation and contribution. Grading will be based on an exam, group presentation, class participation, and attendance. Etiquette for business meetings is discussed. Marketing strategy tools like Porter's five forces, SWOT analysis, and the 4 P's are introduced. The document concludes by assigning homework to reposition the brand Lillet for millennials using market research and a creative presentation.
Knowing your customer is critical. This session will give you practical skills to help you make truly customer-centric business decisions.
At the heart of every successful business is love for their customers. But how can you love someone you don’t even know?
Whether you’re designing a product or creating a marketing campaign – knowing your customer is critical. This class will introduce you to the tools you need to get to know your customers through market research – their needs, wants, pain points and the key insights which drive their behaviour.
Instructor: Jeanette Cheah from General Assembly
Product companies have to cross the threshold of Product-Market fit before scaling. Validating the solution & business model hypothesis is the essence of this step.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Written in 1960, the article revolutionized the thought processes of business managers who were narrowly focused on the products they sold—they were short-sighted or myopic, as Levitt calls it.
It is important to define an industry by asking a simple question—“what business are we in?
To ensure growth, companies must define their business properly based on customer needs and desires. Businesses are actually customer satisfying institutions/entities.
my·o·pi·a
lack of imagination, foresight, or intellectual insight
Enrique Godreau, Managing Partner of 9Mile Labs, shared some thoughtful, data-driven ideas around market sizing and competitive analysis for startups.
If you are looking to understand more about Total Addressable Market, Serviceable Addressable Market, Target Market, etc., check out these slides.
Enrique shared this presentation at the NEXT Program in Seattle (swnext.co)
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
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.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
2. PAUL DAWSON
• Cambridge University : BA, MA
• University of California – Berkeley : MA
• Stanford Business School : MBA
• Engagement Manager : McKinsey and Company, (Los
Angeles)
• CEO: Camus International (London, Hong Kong, Tokyo)
• Strategy Adviser: (Europe, Asia, Middle East, South America)
Email : pdawson@groupeinseec.com Tel: o6 45 54 09 66
3. LEARNING GOALS
• UNDERSTAND BUSINESS STRATEGY
• STUDY INTERNATIONAL BUSINESS CASES
• LEARN PRACTICAL BUSINESS SKILLS
15. TODAY’S SESSION:TRADITIONAL
MARKETING
“OLDIES BUT GOODIES”
tried and tested marketing tools you must
understand
CASE STUDY and PRACTICE
developing a marketing strategy for a new
product
18. GROUP WARM UP EXERCISE
- DIVIDE INTO GROUPS OF FIVE
- ELECT A SPOKES-PERSON
- YOU ARE USA TALENT AGENCY MARKETERS
- HOLD A BRAINSTORM SESSION (10 MINUTES)
WHAT FRENCH PRODUCTS OR SERVICES
COULD SUSAN BOYLE ENDORSE?
25. STRATEGY: more mysterious than GOD;
less mysterious than SEX
• “GOD” - 1.5 BILLION HITS
• “STRATEGY” - 2.02 BILLION HITS
• “SEX” - 3.9 BILLION HITS
Google USA
26. WARM UP EXERCISE: THE MIND OF A
STRATEGIST
• WHAT ARE THE THINGS THAT A STRATEGIST
HAS TO THINK ABOUT IN A BIG
MULTINATIONAL COMPANY ?
27. STRATEGISTS
think about ALL ASPECTS of change……
• PRODUCT • METEOROLGY
• CUSTOMER • CLIMATE CHANGE
• COMPETITION • GEOGRAPHY
• DISTRIBUTION • ECOLOGY
• SALES • SOCIOLOGY
• MARKETING • DEMOGRAPHICS
• FINANCE • ECONOMICS
• COSTS • POLITICS
• MARGINS • LEGAL
• HUMAN RESOURCES • REGULATORY
• RAW MATERIALS • TRENDS
• PRODUCTION • VALUES
• LOGISTICS
GOAL: MAXIMIZE PROFITS AND BRAND EQUITY (and…….?)
28. STRATEGY IS…..
“ A long term set of actions designed to achieve
a particular goal”.
Source: American Business Intelligence
33. MICHAEL PORTER’S 5 FORCES
• THREAT OF NEW ENTRANTS
• THREAT OF SUBSTITUTES
• BARGAINING POWER OF BUYERS
• BARGAINING POWER OF SUPPLIERS
• INTENSITY OF COMPETITIVE RIVALRY
34. 5 FORCES IN ACTION
• YOU ARE STRATEGIC MANAGERS AT RUINART
CHAMPAGNE
• YOU ARE CONSIDERING OPENING A FACILITY
IN CALIFORNIA…..
• WHAT WOULD PORTER SAY?
36. SWOT ANALYSIS IN ACTION...
• YOU ARE STRATEGIC MANAGERS AT A GREY
GOOSE VODKA
• YOU ARE CONSIDERING LAUNCHING A RUM
PRODUCT
• WHAT WILL YOUR SWOT LOOK LIKE?
37. SWOT ANALYSIS IN ACTION...
• YOU ARE STRATEGIC MANAGERS AT RENAULT’s
INTERNATIONAL CAR DIVISION
• YOU ARE CONSIDERING BUILDING A NEW
FACTORY IN INDIA…..
• WHAT WILL OUR SWOT LOOK LIKE?
39. MARKETING MIX: 4 P’s
• HOW should I describe my product?
• HOW MUCH am I going to sell it for ?
• WHERE am I going to sell my product?
• HOW am I going to tell people about my
product?
40. 4 P’S IN ACTION
YOU ARE MANUFACTURERS OF “HEALTHY”
FRUIT-BASED SWEETS FOR CHILDREN….
42. USP = UNIQUE SELLING PROPOSITION
• WHAT MAKES MY PRODUCT UNIQUE?
• WHY IS MY PRODUCT DIFFERENT FROM THE
COMPETITION?
• HOW IS MY PRODUCT / BRAND
DIFFERENTIATED ?
43. BRAND MANAGEMENT STRATEGY
• Analyze your market
• Know your brand
• Understand your customer
• Organize, prioritize and allocate resources
Nothing revolutionary: classic brand
management
44. FRQUENTLY OVER- USED MARKETING
TOOLS
• Porter 5 forces
• SWOT Analysis
• 4 P’s
• USE THEM TO DEVELOP YOUR “SO WHAT”
See next page
56. CUSTOMER SEGMENTATION
• GEOGRAPHIC
• DEMOGRAPHIC
age gender family size
marital status sexual orientation
income occupation education
socio-economic status
• PSYCHOGRAPHIC
personality lifestyle hobbies
values attitudes
• BEHAVIORAL
perceived benefits end use
58. GENERATIONS IN THE USA TODAY
Generation Population Spending Power
BOOMERS 78 MILLION $2.1 TRILLION
GENERATION “X” 41 MILLION $ 125 BILLION
MILLENIALS 73 MILLION $ 73 BILLION
Yankelovich, US Census
59. THE MILLENNIAL MIND
Reject “old” Marketing
Technology driven
Explore
Make their own rules
Experiment
Share
Social Networking
60. 7 BASIC MARKETING TASKS
1. BRAINSTORM NEW PRODUCT CONCEPT
2. UNDERSTAND COMPETITIVE ENVIRONMENT
3. IDENTIFY TARGET CUSTOMERS/MARKETS
4. RESEARCH CUSTOMER NEEDS
5. DEVELOP UNIQUE PRODUCT
6. DETERMINE MARKETING MIX
7. MONITOR, MEASURE AND ADJUST
Paul Dawson /Peter Doyle
61. MARKET RESEARCH
• FORMAL QUANTITATIVE SURVEY
• FOCUS GROUPS
• INDIVIDUAL INTERVIEWS
• INFORMAL DISCUSSIONS
62. 7 BASIC MARKETING TASKS
1. BRAINSTORM NEW PRODUCT CONCEPT
2. UNDERSTAND COMPETITIVE ENVIRONMENT
3. IDENTIFY TARGET CUSTOMERS/MARKETS
4. RESEARCH CUSTOMER NEEDS
5. DEVELOP UNIQUE PRODUCT
6. DETERMINE MARKETING MIX
7. MONITOR, MEASURE AND ADJUST
Paul Dawson /Peter Doyle
63. BRAND MANAGEMENT STRATEGY
• Analyze your market
• Know your brand
• Understand your customer
• Organize, prioritize and allocate resources
Nothing revolutionary: classic brand
management
67. YOU ARE RED BULL STRATEGISTS:
• YOU ARE STRATEGISTS for RED BULL ENERGY
DRINKS
• RED BULL NEEDS TO GROW
• BUT ENERGY DRINKS MARKET SATURATED
• YOUR CHALLENGE: TO KICK START A NEW
GROWTH SPURT FOR RED BULL:
– IDENTIFY A BRAND EXTENSION
– AVOID CANNIBALIZATION
– BUILD ON BRAND PLATFORM
• GROW MARKET SHARE AND PROFITS
97. CLASS EXERCISE
• NEW PRODUCT CONCEPT NEEDED
• CROWDED CATEGORY
• HIGHLY COMPETITIVE
• MARKET SATURATION REACHED
• NEED TO GROW MARKET SHARE
• NEED TO AVOID CANNIBALIZATION
BRAINSTORM AND DEVELOP NEW PRODUCT
CONCEPT
GROUP WORK + CLASS PRESENTATION
110. LILLET CASE STUDY
• LILLET: bought by Pernod Ricard January 2008
• 2007 Sales Euros 3.8 million
• 2007 Volumes 750,000 bottles per year
• Located Podensac, Bordeaux
• 7 employees
111. LILLET (Continued)
• 85% wine and 15% fruit liqueur
• Liqueur made from:
- Spanish sweet oranges
- Tahitian bitter oranges
- Moroccan green oranges
- Peruvian Quinina
- Aged in oak barrels
112. LILLET (continued)
• Brazilian monk invented recipe in Louis XVI era
• Company founded by Lillet brothers in 1872
• Duchess Of Windsor brand champion in 1950’s
(Travelled with Lillet in her luggage)
• James Bond Secret Agent 007 favourite drink:
Casino Royale, Quantum of Solace
113. LILLET: THE ‘VESPER’ MARTINI
Pour over 5 ice cubes:
• 3 measures Gin
• 1 measure Vodka
• Half measure Lillet
• One large lemon zest
“Shaken, not stirred” ( A movie classic)
114. HOMEWORK BRIEFING :
REPOSITIONING LILLET
YOUR BOSS WANTS TO TEST A LILLET
RELAUNCH IN BORDEAUX
HOW CAN YOU REPOSITION THIS BRAND
FOR MILLENNIALS?
DO SOME MARKET RESEARCH!
HOW TO RELAUNCH THIS OLD BRAND FOR
A NEW GENERATION?
DIVIDE INTO GROUPS OF 4-6 PEOPLE
115. YOUR PRESENTATION SHOULD
INCLUDE….
• MARKET RESEARCH RESULTS
• NEW BRAND POSITIONING
• IDEAS FOR ADVERISING AND PROMOTION
• NEW PACKAGING?
BE AS CREATIVE AS YOU WANT!
BRING GROUP PRESENTATION ON USB KEY AND
A PAPER COPY TO NEXT CLASS.
BE READY TO PRESENT!
116. HISTORY
4 P’s
SWOT
PORTER
(PS: I LIKE MUSIC AND VIDEO AND COLOURFUL IMAGES!)