Strategic Marketing Consumer Insight

© 2009 Benny Sommerfeld

Market Strategy Process

Prepared by

Benny SommerfeldJuly 2009

805-794-0580

[email protected]


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


Trend Mapping

• identify key trends o extract driving forces

• review of business parameterso industry specific trends o framing business

environment


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?


Identify Objectives

• who?o create research briefo design screeners

• what data are available?

o quantitativeo qualitativeo ethnographico identify "overlap"


Who is the Target Customer?

• collect datao magazineso newspaper articleso bookso how do they liveo visual mapping

• identify needso prioritizeo segment data


Gap Analysis

• is the offer relevant?

• what is important for the target customers?

• can we close the gap?

• identify opportunities


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


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


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


Improve Research Methodologies

• use appropriate tools

• buy syndicated subscriptions

• software training skills

• team development

• have fun


Summary

• stretch the "future“

• focus on consumers

• empower the organization

• implement and follow up


ThankYou!

805-794-0580

[email protected]

Strategic Marketing Consumer Insight

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Transcript of Strategic Marketing Consumer Insight