strategic marketing consumer insight
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© 2009 Benny Sommerfeld
Market Strategy Process
Prepared by
Benny SommerfeldJuly 2009
805-794-0580
© 2009 Benny Sommerfeld
Market Strategy Process
1.project as far into the future as comfortably possible
2. find a middle step to go back to
3.go back to starting point
© 2009 Benny Sommerfeld
Trend Mapping
• identify key trends o extract driving forces
• review of business parameterso industry specific trends o framing business
environment
© 2009 Benny Sommerfeld
Marketing Strategy and Consumer Insight
• identify objectiveso purpose of research?o what are the questions needed to be answered?o when do we need the answers?
timeline resources
• who are the target customers?o what are their expectations?o what needs do they have?
• gap analysiso how satisfied are the customers with today's services?o how important are the deliverables offered?
© 2009 Benny Sommerfeld
Identify Objectives
• who?o create research briefo design screeners
• what data are available?
o quantitativeo qualitativeo ethnographico identify "overlap"
© 2009 Benny Sommerfeld
Who is the Target Customer?
• collect datao magazineso newspaper articleso bookso how do they liveo visual mapping
• identify needso prioritizeo segment data
© 2009 Benny Sommerfeld
Gap Analysis
• is the offer relevant?
• what is important for the target customers?
• can we close the gap?
• identify opportunities
© 2009 Benny Sommerfeld
Create Consumer Clusters
• identify the driving forces behind the trends as a cluster
• select images which represent the cluster
• use four or five clusters when describing target customers
© 2009 Benny Sommerfeld
Use Cluster Insights in your Value Chain
• formulate corporate communications
• use imagery to illustrate services
• know where to look for your target audience, e.g. media consumption
© 2009 Benny Sommerfeld
Transfer Insights to Organization
• knowledge transfero if possible, cross
functional groups
o internal customers sign- off on findings
o establish relationships amongst decision makers at all times
© 2009 Benny Sommerfeld
Improve Research Methodologies
• use appropriate tools
• buy syndicated subscriptions
• software training skills
• team development
• have fun
© 2009 Benny Sommerfeld
Summary
• stretch the "future“
• focus on consumers
• empower the organization
• implement and follow up