The document summarizes an intern's work on two projects during their summer internship. For the first project, the intern worked to improve a consumer insights dashboard by understanding existing data sources, selecting key metrics, and working with an agency to design the interface. For the second project, the intern conducted shop surveys and consumer interviews to understand point-of-sale communication effectiveness and provide inferences to improve communication. The intern gained experience in marketing research, data interpretation, dashboard design, and drawing insights from field work observations.
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Learn how to research a market. This deck covers the basics of how to conduct market research, including qualitative research methods, research questions, project planning and execution framework, and how to get started on your own. Taught by Natalie Nathanson of Magnetude Consulting
This presentation outlines an intentional process for converting technology to revenue. The methodology can be particularly helpful for early-stage technologies developed under government grants (e.g., SBIR) or licensed from research institutions.
What Your Roadmap Audiences Are Really ThinkingRich Mironov
Your different audiences have different (often opposing) goals and incentives, which means they probably want different product decisions and therefore different roadmaps. You need to understand and anticipate their agendas. What is your sales team thinking while you talk about next quarter? What questions are your marketers too polite to ask? And the questions you wish your executives wouldn't ask?
Three Product Challenges for EntrepreneursRich Mironov
Three perennial challenges for entrepreneurs and start-up founds are (1) seriously listening to their markets, (2) building customer-side savings/ROI logic, and (3) whole-product thinking. Tiny companies lack formal product managers, but need to apply some product management thinking to these fundamental product/market needs.
This talk was for Stanford Continuing Studies' Entrepreneurship course, “Getting from an Early Idea to a Real Business.”
Product Tank Dublin: Scaling Agile Product ModelsRich Mironov
"Product Managers, Product Owners, Scalable Agile Product Models:" what do the first few scale-ups of product management look like, from one end-to-end PM to several to a multi-tier model? And what are some of the challenges/pitfalls?
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Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
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Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
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-increase preference among customers ready to buy.
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What are the top priorities, challenges, and trends in B2B marketing as we head into the final stretch of 2018? We conducted in-depth interviews with senior B2B technology marketers to find out. The results included a few expected areas of consensus but also some surprising divergence of opinions.
Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. But doing it effectively to optimize results is also the top challenge marketers face.
Meanwhile, marketers report conflicting views about and are seeking guidance on search engine marketing, live events, and inbound vs. outbound tactics. And there's one promising avenue many marketers may be under-investing in. This webinar not only summarizes the issues raised in the study but also offers guidance from multiple sources on how to address the challenges of today's B2B marketers.
Info e tips about pitching, some questions that could be used as a track.
How to find the right market, possibly segmenting it with demographics and psychographics, considering country specific constraint (and issues related to export).
SWOT analysis for target market. How to narrow a market.
Business to business versus business to consumer markets.
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Join Achinta Mitra, Founder and President of Tiecas, Inc, as he explains how, despite the long, grueling buying cycle, you can prove the ROI of your content marketing... and win (or keep!) buy-in from your higher-ups.
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A set of slides that I had used to describe what Product Management in general is and how to utilize Business Model Canvas (BMC) to help organizations / startups in finding their product-market fit.
Integrating customer insights into your product development efforts and product strategy leads to customer success. Learn how to decide what type of research to use based on where you are in the product process.
Marketing 3.0: Creating a Faster Path to Innovation and ResultsSteve Drake
Four panelists representing 124+ associations discuss 5 problems and 5 solutions for 3.0 marketing. They are presenting this information at the 2014 ASAE Great Ideas Conference.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
Getting funded sometimes seems like a career itself (and indeed it is a big part of the CEO’s responsibilities). In order to succeed, need to understand both the rules of the game and the equipment – without these you may squander some of your most valuable resources - time and relationships. Two keys communication tools are the Executive Summary and the PowerPoint Presentation (Pitch Deck). This forum will help you understand how these tools are used to generate a face-to-face meeting, make a persuasive and memorable presentation, and then follow through with the details needed for investors to begin their due diligence process.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
Hardware Startups 101: Tips for "career engineers" (NESOSA 2015; Favalora)favalora
Strategic and tactical advice on hardware startups for first-time entrepreneurs. A talk by Gregg Favalora - an entrepreneur who exited a "holographic display" startup in 2009 - that will rapidly teach Career Engineers about the primary themes of startups. Topics: product definition, financing, sales. Links to an Online Guide for HW Resources in Eastern Massachusetts.
Trends in B2B Marketing: 7 Key Insights from the 'How B2B Marketing is Changi...Hannah Flynn
What are the top priorities, challenges, and trends in B2B marketing as we head into the final stretch of 2018? We conducted in-depth interviews with senior B2B technology marketers to find out. The results included a few expected areas of consensus but also some surprising divergence of opinions.
Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. But doing it effectively to optimize results is also the top challenge marketers face.
Meanwhile, marketers report conflicting views about and are seeking guidance on search engine marketing, live events, and inbound vs. outbound tactics. And there's one promising avenue many marketers may be under-investing in. This webinar not only summarizes the issues raised in the study but also offers guidance from multiple sources on how to address the challenges of today's B2B marketers.
Info e tips about pitching, some questions that could be used as a track.
How to find the right market, possibly segmenting it with demographics and psychographics, considering country specific constraint (and issues related to export).
SWOT analysis for target market. How to narrow a market.
Business to business versus business to consumer markets.
Prove ROI and Make the Business Case for Industrial Content MarketingHannah Flynn
It's the plight of an industrial marketer: over the course of a 12-18 month long buying cycle, you make contact with a whole host of influencers who read your content...who may or may not actually work in purchasing. By the time the RFQ comes in, the original project might be completely different... and your initial point of contact may be long gone! Meanwhile, the purchase somehow takes place, and Sales claims all the glory. How is a marketer supposed to make the business case for better content marketing?
Join Achinta Mitra, Founder and President of Tiecas, Inc, as he explains how, despite the long, grueling buying cycle, you can prove the ROI of your content marketing... and win (or keep!) buy-in from your higher-ups.
Matt Pensinger, SVP, Managing Director Jack Morton Worldwide spoke at this years Event Marketer Summit about sponsorship and increasing reach for campaigns.
Intro to Product Management and Business Model Canvas (BMC)Mulyadi Oey
A set of slides that I had used to describe what Product Management in general is and how to utilize Business Model Canvas (BMC) to help organizations / startups in finding their product-market fit.
Integrating customer insights into your product development efforts and product strategy leads to customer success. Learn how to decide what type of research to use based on where you are in the product process.
2. 2
• IIFT 2015-17 MBA(IB) candidate
• Strategy and Marketing majors
• Fresher
• Love reading books
• First stint in the Corporate World
• Learning What is Consumer Insights
• My first brush with Marketing Research
• Had the opportunity to do two projects = twice
the learning
4. 4
Understand.
The current dashboard has the following data sources:-
• Integrated
• Secondary
• Nielsen
• BVC
• Premium
The following sources were helpful in understanding the data:-
1. Insights Module
2. Data provided by Ipsos, where all the BVC and Premium Track data was given
in an excel sheet
3. The Summary Report circulated in the company every month
4. Secondary Data from Internet
5. 5
Visits.
For this project, critical factor was to understand the involved agencies and their workings. There
were basically two phases to my project:- Data Collection and GUI Creation.
Data
Collection
GUI CreationWHITE BOX
To understand the way data is being collected for the dashboard, I visited both agencies, IPSOS
and Nielsen.
After the metrics were decided and work on the preliminary GUI design was started, I visited
OSG to understand their capabilities and communicate our requirements.
Ipsos gives monthly report on our
BVC Track and Premium track
and also analyzes data.
Nielsen collects
tertiary data from a
number of sample
outlets.
Optimal Strategix Group, or OSG, is the
firm with whom we have partnered for the
creation of our GUI of dashboard. Once the
key metrics have been decided, OSG will be
designing the interface according to our
requirements.
6. 6
Brainstorm.
After agency visits and learning
dashboard designs, the next step was to
decide on the key metrics
Finally, we came
to the conclusion
to divide the
whole GUI into
two parts:-
1. Key Metrics
2. Deep Dive
Section
We brainstormed within our team to get an
idea of what the dashboard would comprise
of. It provided with a starting point for the
designing process.
7. 7
Key
Metrics.
After discussions, the following metrics were selected for incorporation in the
dashboard
BVC
Key Equity Measures
Brand Funnel
Quality of AE Graph
Quality of Consideration
Secondary
Market Share Trend
Segment Share Trend
Volume v/s Market Share
Percentage Change in Market Share
Volume Waterfall Chart
Nielsen
Retail Availability
Retail Throughput
Premium
Brand Funnel
Awareness-Trial-Consideration Charts
CBS
Brand Heat
Integrated
Market Share Comparison
Market Share By State
Key Equity Performance
Quality of AE
Quality of Consideration
Retail Availability
10. 10
Key
Takeaways.
The key takeaways from these project were:-
• Introduction to Marketing Research
• Learning about different kind of data collection techniques
• Interpretation and Way of Usage of Data so as to know how data
is interpreted and how it is applied //future.
• Dashboard Designing
12. 12
Approach
Shop Survey
Observations made across
the shop to know about
different communication
medium Consumer
Interviews
Interviews taken to
know what PoS
communication is
retained by them
14. 14
Drops, Koramangla: A Case Study
Beer
Freezers
Counter
Entrance
Kingfisher Bird on glass
walls of the shop
Heineken footsteps
leading to beer freezers
Smirnoff vertical displays
between shelves
15. 15
Drops, Koramangla: Case Inferences
Heineken did a brilliant communication by putting its stickers
from the entrance to its freezers.
The outlet, which has glass walls were covered with ‘Kingfisher
bird’ posters completely to give an effect of the whole shop
advertising it. Because of the huge exposure, consumers were
able to remember this communication.
The traditional posters on top of shelves escape the eyes of
consumers, while vertical displays are recalled. One reason
can be because of the eye-level position of vertical displays.
16. 16
Other
Observations
CRACKING THE ‘PLACEMENT’ CODE: Foster’s brand theatres hit or not?
Foster’s brand theatre right in the middle… …but filled with old Foster’s
• Very effective in terms of consumer’s recall
• The placement of the theatre in most of the shops were bang on, either
at center or near entrance
• But, most brand theatres had old Foster’s
• Reasons given:- to empty out the old ones, have not got the new stock,
unawareness
X
17. 17
GOING ALL OUT ON ADVERTISING OFFERS: Why KFS IPL offer is a hit?
More than 60% of the display dedicated to
the offer…
…message on offer not coming
across
X
18. 18
Consumer
Truth.
31 to 40 years old 41 above
• First timers
• Mostly college students
• Price Sensitive, will ask
for offers
• Not male dominant, many
women come under this
segment
LDA to 30 years old
• Same segment drinks in
BnR without being price
sensitive
• Testers
• Working people or just
started working
• Not price sensitive
• Male dominant
• Priority is to try different
things, regardless of offers
• Habitual drinkers
• Whisky/Scotch popular in
this group
• Price sensitive, will ask for
offer
• Male dominant
• Would not try different
things
19. 19
New Ideas.
IA ‘premium platform’ to wine displays
i.e. the whole section is on an elevated
platform
Bhagini Spirits(Kammanahalli)
Heineken stickers
from the entrance to its
freezers
Drops(Koramangla)
Delhi Metro uses
the same kind of
communication
for passengers to
deal with the
huge metro
network.
Glass walls covered with
‘Kingfisher bird’ posters
completely to give an
effect of the whole shop
advertising it
Drops(Koramangla)
20. 20
Key
Takeaways.
The key takeaways from these project were:-
• On ground work
• Learning how to see data from different perspective for taking out
concrete inferences
• Learned how shoppers interpret PoS communication
• How areas made a difference in terms of consumer group
21. 21
Challenges.
• First stint in Corporate World
• Language barrier (Project 2)
• PSSS footfall occurs mostly in late evenings (Project 2)
• Key Metrics Selection (Project 1)