Umbrella Marketing Group is an international network of marketing agencies that provides research, strategy, sales support, and e-marketing services. It has over 25 marketing specialists representing clients from various industries including Coca-Cola, IBM, and Sony. Umbrella conducts trendwatching and benchmarking to help clients identify important consumer and industry trends, understand competitors, and leverage opportunities to improve results.

1. Desk research of
global marketing trends
Umbrella Marketing Group
Identification of innovations and
significant phenomena that are the
expression of key changes in the
markets and consumer behavior.

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Umbrella Marketing Group is a global, social,
modern network of marketing agencies based on
knowledge, offshoring, and crowdsourcing.
It provides services in the field of research,
strategy, sales support and broadly understood e-
marketing.
The team has more than 25 marketer specialists
who represent high commitment, friendly and
open attitude, and above all, desire to grow.
The key clients are international companies with
which long-term business relationships are
maintained.
These include companies from the Saint Gobain
group, EATON, AmeriGas, Velux, Hilding Anders,
and Coca-Cola Hellenic, Securitas, Materne,
Duravit, IBM, Sony and many more.
Let's introduce ourselves

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Each reference will be in two forms:
Complete: descriptions, titles, technological
solutions, photos, even videos, short statements of
contractor, fitter, investor, and perhaps an expert
commentary. There will be initially about 5-7 most
interesting implementations, and then one per
quarter on average.
Simple - a brief description, maybe pictures and
quotes from an investor or contractor’s commentary.
We assume that after some time distributors and
performers may place these references them
Trendwatching and Benchmarking
Develop a deep understanding of your
competition, industry and the ever-changing
marketing landscape to better inform your
strategies.
Any marketer will tell you that one of the first
steps to establishing a marketing or
innovation strategy is research.
Understanding what’s going on in the market
and media, consumer trends and insights and
anticipating the direction these are going in
are all key to pinpointing areas of opportunity
and innovation.

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The media landscape and every industry
is constantly changing. Combine that with
evolving customer behaviours and
crowded advertising space, and it’s
necessary to ensure you’re keeping up
with the pace.
If you’re already trendwatching and
benchmarking to keep up, it might not be
as simple as it sounds. Is your research
too broad, or perhaps too specific?
How and where are you collecting
your audience data from? Most
importantly, are you actually getting
actionable results from this
research?
The challenge

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By developing a strong
trendwatching and benchmarking
process, you’re able to identify the
important trends and audience
behaviours that will ultimately
influence your product launches,
messaging, marketing activities and
ultimately, sales.
And it’s not just about keeping up
with your audience. Benchmarking
allows you to see what your direct
competitors are doing, and how
they’re responding to trends in the
market, to ensure your business is
seizing the same opportunities as
them.
And to know you’re keeping up
with your competition is one thing.
But benchmarking is also crucial
to seeing how you can do better
than them. By using your
competition’s activities as a
benchmark, you’ll often see a
better way to leverage key trends
to drive sales and results for your
brand.
The Opportunity

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Our simple four-step methodology takes a
personalised approach, ensuring we gather the
right information based on each brand’s goals.
Capture information via desk
research. This includes media
monitoring, competitor
websites, social listening on
blogs, portals and social
media websites.
Collate the data via our online
platform and analyse it to
define the most significant
industry and consumer
trends and competitor
activities.
Provide personalised
recommendations to our
clients by translating the data
into relevant, actionable
information, best practises
and areas to focus on and
avoid.
Consistently monitor trends
and competitors on a month-
on-month or quarter-on-
quarter basis, tracking
changes and refining our
recommendations to include
these.

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The customer receives access to our
application (also in EN), where every
significant information is appropriately
posted.
It contains reports, the ability to search by
any criteria, the ability to evaluate a given
publication, commentary, etc.

8. POLAND
Umbrella Marketing Group Sp. z o.o.
Leonida Teligi 5/8 | 02-777 Warszawa
Grzegorz Osóbka
telefon: +48 515 276 780 email:
g.osobka@umbrella.pl
UGANDA
Umbrella Marketing Group
Course View Towers | 7th floor, plot 21 |
Yusuf Lule Road | Kampala
Justyna Śnieżek
telefon: +256 778 257 227 email:
justyna@umbrella-mg.co.ug
NEW ZEALAND
Umbrella Marketing Group
NZ17B Farnham Street | Parnell |
Auckland 1052
Chris Dzikiewicz
telefon: +64 272 165 297 email:
chris@umbrella-mg.co.nz
Umbrella can help elevate your
brand’s marketing outlook with a
robust trendwatching and
benchmarking strategy.