Atlas Group Competencies 2009 July

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Atlas Group is an innovative consumer intelligence consultancy, founded in 2003, with more than thirty combined years of experience in planning, research, and consumer interaction. We guide understanding to reveal where consumers and brands intersect by decoding
and interpreting markets, trends, and messages…Exploring, navigating, and deciphering cluttered and often confusing territory.

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Atlas Group Competencies 2009 July

  1. 1. ATLAS GROUP An Introduction NOVEMBER 2008 PAGE 1
  2. 2. “Popular culture is the matter that makes up our collective life and that amalgamates our plentiful affinities. …(It) permeates our everyday conversations, unifying social groups and colleagues, and circulating the materials with which we splice together our identities, creating the images and the soundtracks through which we contemplate who we are.” PAGE 2
  3. 3. WE DECODE POPULAR CULTURE PAGE 3
  4. 4.  Atlas Group is an innovative consumer intelligence consultancy with more than thirty combined years of experience in planning, research, and consumer interaction  The associates of Atlas Group work in partnership with our clients to deliver customized, relevant strategic insights that drive action  Like a compass for insights, we guide understanding to reveal where consumers and brands intersect by decoding and interpreting markets, trends, and messages… PAGE 4
  5. 5.  Atlas Group is an innovative consumer intelligence consultancy with more than thirty combined years of experience in planning, research, and consumer interaction  The associates of Atlas Group work in partnership with our clients to deliver customized, relevant strategic insights that drive action  Like a compass for insights, we guide understanding to reveal where consumers and brands intersect by decoding and interpreting markets, trends, and messages…exploring, navigating, and deciphering cluttered and often confusing territory PAGE 5
  6. 6. WHO WE KNOW 30-Somethings + 40-Somethings Metropolitan Young Adults Gen X Parents Nightlife Patrons + Staff Kids Teens Tweens Latino Community PAGE 6
  7. 7.  The partners of Atlas Group have considerable experience in researching brands and products, including topics regarding competitors, target consumers, and related marketplaces PAGE 7
  8. 8.  The partners of Atlas Group have considerable experience in researching brands and products, including topics regarding competitors, target consumers, and related marketplaces  We work with our clients to harness this vital information in order to • inform a new business pitch • infuse creative development • aid in account retention • offer meaningful added-value services PAGE 8
  9. 9. CATEGORIES Beer, Wine, and Spirits Health and Beauty Aids Breakfast Foods Candy and Snack Foods Soft Drinks (Carbonated Beverages, Energy Drinks, Iced Tea, Coffee) Education Tobacco Consumer Electronics Restaurants Automotive Apparel and Footwear Retail Wireless Communications (Handsets and Carriers) Financial Services PAGE 9
  10. 10. CHANGING DIRECTIONS Past Present Future Most consumer trend agencies follow The universe of media and Market indicators point towards an far behind the consumer, and some communications channels continues increased need for innovative, have closed shop, as their to expand making it more difficult, but targeted, layered, and strategic information quickly becomes dated also more critical for brand messages consumer insights and does not provide actionable capture consumer attention and to cut A holistic approach that harnesses insights through the confusion, distraction, research expertise can help to guide, distrust and malaise to deepen, and to refine initiatives, by Fads and trends are great fun, but without a context for understanding As traditional outlets continue to lose incorporating relevant consumer insight with other germane disciplines them, and the real opportunities they effectiveness, a shift toward reveal, their value is lost integrated marketing strategies Few independent companies exist demands a superior understanding of with the focused expertise that we “Me too” marketing, born from the offer the target and an even greater need latest consumer trend data is proving for a meaningful connection with to be costly, difficult to measure and consumers control, and negatively impacting consumer brand perceptions PAGE 10
  11. 11.  Decoding and interpreting insights, and popular culture signifiers—which capture the attention of target consumers—infuses brands, strategies and concepts with the relevance to break through  By way of traditional and non-traditional methodologies, we bring the consumer to life at both micro and macro levels providing a comprehensive multi-dimensional model PAGE 11
  12. 12. HOW WE GET THERE STRATEGIC PLANNING COMPETITIVE MAPPING   QUALITATIVE RESEARCH INFORMATION RESOURCES PAGE 12
  13. 13. STRATEGIC PLANNING  Insightful, measurable communication initiatives • Executable via a diverse set of marketing and advertising disciplines  Infusing outstanding creative solutions that will be effective in the marketplace  Identifying a client’s existing relevant resources • Formulating additional recommended resources • Introducing tools to harness resources to inform strategies and to solve problems PAGE 13
  14. 14. QUALITATIVE RESEARCH  Trend  Segments and stakeholders  Concept and communication testing  Lifestyle and marketplace immersion  Usability  Facilitation services • In total or a la carte  Moderation and management • Focus group, discussion group, 1-on-1, brainstorming, ideation PAGE 14
  15. 15. INFORMATION RESOURCES  Research services • Trend bank • Clipping service • Library  Publishing • White papers • Trend reports PAGE 15
  16. 16. WORK  Apostrophe Brands • Kilo Kai Rum  Packaging concept testing (trade)  Taste testing (trade)  Draftfcb • Procter & Gamble  Consumer research • Crest, Folgers, Health and Beauty Aids (various) • Brown-Forman  Concept testing (consumer) • Canadian Mist • Milk PEP  Concept testing (consumer) • Sony USA  Consumer research – new business pitch • Wal-Mart  Consumer research – new business pitch • Hispanic Holiday/Milestone Shopping Initiative  Consumer research – for presentation use • Health and Wellness Shopping Initiative  Consumer research – for presentation use PAGE 16
  17. 17. WORK  426, Inc. • Patty Burger  Strategic planning and research • Distinguido Tequila  Strategic planning and research • Penthouse.com  Strategic planning and research  Kinetic • New Business Development  Strategic planning and research PAGE 17
  18. 18. WORK  Legacy Marketing Partners • RJ Reynolds Tobacco Company  Consumer research • Pall Mall  Cultural Influencer Program evaluation and planning • Kool  Strategic planning and research • Camel  Strategic planning and research • Camel Snus • Burger King  Strategic planning and competitive research-Latino consumer events • Vodka Category  Competitive research PAGE 18
  19. 19. WORK  Mirrorball • Heineken USA  Consumer research, trade (musician) research • Heineken  Strategic planning • Dos Equis (XX)  PileDriver Marketing and Communications, Inc. • Motorola, Inc.  Alternative channel marketing - program measurement • DSW  Alternative channel marketing - strategic planning  TBA Global • New Balance Athletic Shoe, Inc.  Consumer research PAGE 19
  20. 20. WORK  Tribal DDB • PepsiCo, Inc.  Strategic planning and consumer research • Tropicana Twister  Wirestone • Beam Global Spirits & Wine, Inc.  Strategic planning, research, and ideation facilitation • Jim Beam Bourbon, Vox Vodka, DeKuyper • Motorola, Inc.  Strategic planning, research, and ideation facilitation • Global Service, Over The Air • Skyy Spirits LLC  Strategic planning, consumer research, and trend review • Cabo Wabo PAGE 20
  21. 21. CONTACT CHICAGO NEW YORK Atlas Group, LLC Atlas Group, LLC 3528 W. Fulton Blvd. 235 S. 1st Street First Floor Number 2E Chicago, Illinois Brooklyn, New York 60624 11211 USA USA 773.826.1347 info@atlasgroupchicago.com www.atlasgroupchicago.com PAGE 21

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