introducing... NeedScope the system revealing the innermost drivers in your market
|
|
- Laureen Sparks
- 7 years ago
- Views:
Transcription
1 introducing... the NeedScope system revealing the innermost drivers in your market
2 Therefore a need to get beyond the expressed and the rational. Standard research Tangible, easy to express, rational or rationalized reasons Expressed brand identity Needscope TM Emotional drivers, difficult or impossible to express verbally Linked to brand personality and need function
3 What Is NeedScope? Marketing is satisfying consumer needs at a profit NeedScope identifies and measures consumer needs And how well brands meet the needs
4 What Does NeedScope Do? Recognises layers of consumer needs and brand image Functional Needs Identity Needs The Emotive Customer Needs Symbolism Social Values Product Features
5 What Does NeedScope Do? Recognises layers of consumer needs and brand image Uses a psychological framework for understanding needs and Outward directed brand image Extroverted Receptivity Functional Needs Identity Needs The Emotive Customer Needs Symbolism Social Values Product Features Dominance NeedScope Inward directed Introverted
6 What Does NeedScope Do? Recognises layers of consumer needs and brand image Uses a psychological framework for understanding needs and Outward directed brand image Extroverted NeedScope Uses projective photosets/collages qualitatively and quantitatively to access the emotive layer Receptivity Functional Needs Identity Needs The Emotive Customer Needs Symbolism Social Values Product Features Inward directed Introverted Dominance
7 What Does NeedScope Do? Recognises layers of consumer needs and brand image Uses a psychological framework for understanding needs and Outward directed brand image Extroverted Uses projective photosets/collages qualitatively and quantitatively to access the emotive layer Receptivity NeedScope Functional Needs Identity Needs The Emotive Customer Needs Symbolism Social Values Product Features Inward directed Introverted Dominance Measures consumer needs and how brands satisfy them with interactive analysis software
8 How Can NeedScope Give Competitive Advantage? Build strong brands that meet real needs Build loyal relationships with consumers Manage global brands and brand portfolios Create competitive advantage when products and services are similar Identify competitive weaknesses to attack Identify new opportunities in the market
9 Revealing Layers of Consumer Needs and Brand Image Functional Needs Identity Needs The Customer Emotive Needs Symbolism Social Values Product Features
10 The Rational Layer Lack Of Loyalty Consumer Needs Functional Needs Functional Needs; fragrance, price, pack size etc Consumer Needs Product Features Brand Image Product features; fragrance free, high-tech formulation, average price
11 The Social Layer Values Consumer Needs Functional Needs Identity Needs Functional Needs; fragrance, price, pack size etc Consumer Needs Identity Needs; peer group identification, social level, lifestyle Social Values Product Features Brand Image Social character; family, older, female etc Product features; fragrance free, high-tech formulation, average price
12 The Emotive Core The Driving Force Of Brand Choice Consumer Needs Functional Needs Identity Needs Emotive Needs Symbology Social Values Product Features Brand Image Functional Needs; fragrance, price, pack size etc Consumer Needs Identity Needs; peer group identification, social level, lifestyle Emotive Needs; feeling consumer looking for and what it says about me and my personality The brand s personality; fun loving, serious Social character; family, older, female etc Product features; fragrance free, high-tech formulation, average price
13 Three Layers Of Brand Image
14 Identifying The Type Of Emotive Market Drivers Gratification Needs Expressive Needs The product/brand changes a psychological state The product/brand is a personality aspiration The need to feel; Stimulation Comfort Control Harmony Analgesics Household cleaners Food Gratification Alcohol Tobacco Telecoms Banking Expressive The need to project an image of Powerful Competent Gentle Carefree Apparel Personal care
15 Expressive Needs Personality Aspirations
16 Gratification Needs Feelings
17 A Psychological Framework To Decode The Drivers Of Consumer Behaviour Outward directed Extroverted Receptivity Dominance Inward directed Introverted NeedScope
18 A Model Of Consumer Psychology Outward directed Extroverted Receptivity Passivity Dominance Assertiveness Inward directed Introverted
19 Core Expressive Needs Extroverted Fun-loving Carefree Spontaneous Bold Dynamic Independent Warm Approachable Practical Self-assured Assertive Forthright Kind Gentle Sensitive Focused Competent Intelligent Introverted
20 Accessing The Emotive Layer The NeedScope Toolbox That Digs Deep
21 Qualitative Photosets Symbolic representations of NeedScope archetypes Validated for consistent response but analysis based on the individual
22 Projective Photoset Taiwanese Females There are different ethnic photosets for regions where NeedScope is practiced Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
23 Personality Photoset Macro View Personality photosets are used qualitatively to analyse the symbolic level of a brand image Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
24 Personality Photoset Micro View Dogs or cats can be used when we want to elicit more subtle differences between brands Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
25 Emotive Photoset Gratification/Feeling Emotive photosets enable consumers to explain their real feelings about consuming a brand or product without resorting to surface level words e.g. It feels good. Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
26 Emotive Photoset Gratification/Feeling The universal nature of landscapes make them another powerful tool that works across all cultures to access feelings. Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
27 Emotive Photoset Expressive/Personality In expressive markets Fairytale photosets give access to the personality people are expressing through their brand Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
28 Emotive Photoset Expressive/Personality These photosets are matched to the gender of the consumer Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
29 Emotive Photoset Expressive/Personality Statue photosets also give access to personality Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
30 Emotive Photoset Expressive/Personality These photosets are also matched to the gender Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
31 The Quantitative Challenge Measuring Consumer Needs and How Brands Satisfy Them
32 The Quantitative Toolbox Collages For Projection Extroverted Pleasure Harmony Union Activity Drive Aggression Receptivity Passivity Assertiveness Dominance Comfort Protection Peace Structure Order Control Introverted
33 Program Design
34 Program Design Overview PHASE ONE Comprehensive review of current Unilever strategies and research PHASE TWO Modeller pre-test (qualitative) PHASE THREE Pilot (quantitative) PHASE FOUR Segmenter and positioner (quantitative) PHASE FIVE Integration with results from the global study and Other Asian markets
35 Segmenter and Positioner Deliverables Need Space and Segment profiles These will be analysed by category and in total The larger the dot/number the more important the attribute for the segment Note an individual can be in more than one need segment should they have different needs in different categories Need Space Attribute 5 Personality 13 Need segment 6 Social id. 13 Social id. 2 Attribute 15 Need segment 1 Personality 14 Social id. 17 Feeling 18 Feeling 12 Feeling 8 Benefit 21 Social id. 5 Benefit 5 Personality 16 Benefit 46 Personality 5 Fragrance 1 Attribute 2 Fragrance 5 Personality 4 Feeling 16 Benefit 29 Benefit 11 Feeling 10 Feeling 13Strength 1 Attribute 13 Benefit 17 Fragrance 10 Personality 6 Attribute 7 Benefit 1 Benefit 47 Benefit 28 Social id. 4 Fragrance 8 Benefit 49 Attribute 14 Benefit 51 Fragrance 16 Benefit 23 Benefit 40 Slightly lower $ Attribute 1 Benefit 10 Social id. 9 Benefit 18 Benefit 8 Benefit 38 Personality 17 Benefit 19 Feeling 1 Benefit 3 Social id. 1 Benefit 48 Benefit 13 Fragrance 3 Strength 2 Personality 10 Benefit 2 Benefit 33 Average $ Benefit 30 Benefit 32 Feeling 15 Feeling 7 Slightly higher $ Fragrance 12 Benefit 22 Benefit 31 Fragrance 13 Personality 8 Need segment 5 Benefit 39 Benefit 36 Benefit 35 Attribute 8 Need segment 2 Fragrance 4 Benefit 9 Fragrance 11 Feeling 9 Social id. 8 Social id. 10 Fragrance 2 Strength 4 Attribute 4 Attribute 3 Benefit 24 Attribute 9 Social id. 16 Feeling 5 Feeling 3 Benefit 50 Fragrance 6 Benefit 45 Attribute 10 Benefit 15 Strength 3 Benefit 27 Personality 12 Fragrance 7 Fragrance 9 Feeling 11 Fragrance 15 Benefit 14 Social id. 18 Feeling 14 Personality 3 Benefit 6 Benefit 16 Personality 15 Social id. 15 Benefit 26 Benefit 7 Social id. 12 Personality 11 Social id. 7 Lower $ Attribute 11 Benefit 34 Benefit 4 Feeling 17 Attribute 12 Benefit 25 Social id. 14 Personality 18 Social id. 3 Feeling 6 Personality 9 Fragrance 14 Benefit 37 Personality 1 Attribute 6 Personality 7 Social id. 11 Feeling 2 Social id. 6 Personality 2 Benefit 12 Feeling 4 Benefit 20 Higher $ Need segment 4 Need segment 3 NeedScope Attributes Price Fragrance Strength Benefits I Benefits II Benefits III Social Identity Personality Feelings Need Segment Profile Attributes 4.1 Attribute Attribute Attribute 5 Price 2.5 Average $ Fragrance Need Attribute 5 segment 6 Social id. 13 Social id. 2 Need segment 2.7 1Fragrance 2 Personality 14 Social id. 17 Feeling Fragrance 8 Feeling 12 Feeling 8 Social id. 5 Personality 16 Benefit 46 Personality 5 Strength Feeling 16 Attribute 2 Benefits I Feeling Benefit 10 Benefit 17 Attribute Benefit 9 Fragrance 8 Benefit 49 Benefits II Benefit 23 Benefit Benefit 23 Personality Benefit 17 Benefits III Benefit Benefit 46 Average $ 2.7 Benefit 33 Need segment Benefit 49 Need segment 2 Benefit 9 Social Identity Fragrance Social id Social id Social id Social id. 5 Personality 4.2 Personality Personality Personality Personality 17 Feelings Need segment 4 Need segment 4.1 3Feeling Feeling Feeling 16 NeedScope 2.1 Feeling 8 Segment Needs [Need segment 6], Full Sample, n=607, c= Feeling 18 Attributes Price Fragrance Strength Benefits I Benefits II Benefits III Social Identity Personality Feelings
36 Segmenter and Positioner Deliverables Age group and lifestage needs can be projected into the NeedScope space Lifestage is an important targeting variable in skin care Age Group Needs Age Group Needs Need segment 6 Need segment 1 Need segment 6 Need segment 1 Feeling 8 Benefit Fragrance 8 Benefit 23 Benefit 8 Benefit 17 Need segment 5 Need segment Need segment 3 Need segment 2 Benefit 33 Average $ Need segment 5 Social id. 10 Fragrance 2 Benefit 9 Feeling 3 Attribute Feeling 14 Personality 11 Social id. 7 Attribute 11 Benefit 34 Social id. 3 Personality 1 Social id. 11 Personality 2 Need segment 4 Personality 9 Need segment 3 Need segment 2 NeedScope NeedScope Attributes Price Fragrance Strength Benefits I Benefits II Benefits III Social Identity Personality Feelings
37 Segmenter and Positioner Deliverables Product and Brand positioning Will be analysed by category and in total Product Positioning Brand Positioning Need segment 6 Need segment 1 Need segment 6 Need segment 1 Brand H Brand C Product H Product M Product F Brand M Brand F Need segment 5 Product J Product G Product L Product E Product K Product D Product A Product I Need segment 2 Need segment 5 Brand J Brand I Brand N Brand G Brand K Brand E Brand D Brand O Need segment 2 Product B Product C Brand P Brand A Brand L Brand B Need segment 4 Need segment 3 Need segment 4 Need segment 3 NeedScope NeedScope
38 Segmenter and Positioner Deliverables Product and Brand Image profiling The larger the dot/number the more the attribute define the brand s image The yellow footprint shows the make-up of the brand s average positioning in the needs space Brand Image Profile Attributes 4.5 Attribute Attribute 3 Price 1.8 Slightly higher $ Fragrance 3.5 Fragrance Fragrance Fragrance 6 Strength 3.6 Strength 2 Benefits I 3.0 Benefit Benefit Benefit 9 Benefits II 2.1 Benefit Benefit 14 Benefits III 4.8 Benefit 32 Need 2.1segment Benefit Benefit Benefit 28 Social Identity 3.5 Social id Social id Social id Social id Social id. 17 Personality 4.6 Personality Personality Personality Personality Personality 4 Feelings 4.0 Feeling Feeling Feeling NeedScope Feeling 10 Need segment 6 Social id. 2 Need segment 1 Social id. 17 Feeling 8 Benefit 21 Social id. 5 Personality 5 Personality 4 Feeling 10 Brand F Personality 6 Benefit 28 Social id. 4 Benefit 51 Fragrance 16 Benefit 10 Social id. 9 Benefit 8 Feeling 1 Strength 2 Personality 10 Benefit 32 Feeling 7 Slightly higher $ Personality 8 Benefit 31 Need segment 2 Benefit 9 Fragrance 2 Attribute 4 Attribute 3 Fragrance 6 Fragrance 9 Benefit 14 Social id. 18 Personality 1 Social id. 6 Need segment 4 Need segment 3 Attributes Price Fragrance Strength Benefits I Benefits II Benefits III Social Identity Personality Feelings
39 Segmenter and Positioner Deliverables Brand Fit to Needs Portfolio Maximisation The higher the correlation the better a brand meets segment needs a good predictor of segment brand preference Segments with lower brand correlations indicates a gap/opportunity Need segment 1 Need segment 2 Need segment 3 Need segment 4 Need segment 5 Need segment 6 Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I Brand J Brand K
40 Segmenter and Positioner Deliverables Optimising a Brand s Positioning Improving Need fit Attributes to reinforce, develop and negate to optimise brand positioning Need Segment 1 versus Brand F Brand F, [ Segment Needs (Need segment 1) r = High 0.00 Low Low Negate Benefit 21 Fragrance 2 Benefit 9 Attribute 4 Personality 1 Personality 5 Benefit 32 Strength 2 Feeling 1 Slightly higher $ Benefit 36 Social id. 1 Benefit 19 Social id. 9 Attribute 3 Benefit 37 Personality 17 Feeling 18 Feeling 17 Social id. 2 Fragrance 16 Social id. 5 Social id. 17Benefit 35 Personality 6 Benefit 50 Feeling 9 Attribute 2 Benefit 5 Benefit 29 Social id. 6 Personality 15 Fragrance 6 Feeling 13 Benefit 31 Benefit 10 Feeling 15 Feeling 8 Benefit 15 Fragrance 7 Personality 8 Fragrance 8 Personality 10 Benefit 14 Personality 7 Benefit 48 Benefit 1 Social id. 18Fragrance 1 Personality 14Benefit 18 Benefit 25 Benefit 2 Benefit 13 Personality 16 Attribute 15 Average $ Social id. 13 Attribute 10 Fragrance 9 Feeling 16 Feeling 10 Benefit 23 Attribute 14 Social id. 8 Social id. 11 Attribute 13 Strength 1 Attribute 1 Fragrance 11 Benefit 17 Social id. 4 Benefit 34 Benefit 8 Higher $ Benefit 51 Benefit 24 Feeling 12 Feeling 4 Attribute 5 Fragrance 12 Fragrance 13 Benefit 28 Feeling 7 Benefit 11 Personality 2 Attribute 12 Lower $ Fragrance Benefit 5 3 Personality 4 Personality 9 Attribute 9 Benefit 47 Fragrance 4Benefit 30 Benefit 7 Benefit 46 Benefit 40 Social id. 3Attribute 6 Benefit 27 Fragrance 3 Strength 4 Fragrance 15 Feeling 14 Attribute 7 Fragrance 14 Feeling 11 Social id. 16Attribute 11 Personality 13 Benefit 6 Benefit 12 Benefit 49 Benefit 4 Benefit 22Benefit 16 Social id. 15 Personality 18 Feeling 6 Slightly lower $ Social id. 7Personality Benefit 3 Feeling 2 45 Benefit 20 Social id. 10 Fragrance 10 Feeling 3 Strength 3 Attribute 8 Benefit 39 Social id. 14 Benefit 33 Personality 12 Benefit 26 Feeling 5 Benefit 38 Personality 11 Social id. 12 Ignore 0.00 Need segment 1 Reinforce Develop 4.16 High Attributes Price Fragrance Strength Benefits I Benefits II Benefits III Social Identity Personality Feelings
41 Segmenter and Positioner Deliverables Brand extension analysis The higher the correlation the more suitable the brand can fit a product category Product and Brand Image Fit - Correlations Brand B Brand C Brand D Product A Product B Product C Product D Product E Product F Product G Product H Product I Product J Product K
42 Segmenter and Positioner Deliverables Brand extension analysis How a brand needs to evolve to extend Product D versus Brand B Image Brand B r = High 0.00 Low Low Negate Benefit 9 Feeling 14 Attribute 3 Social id. 6 Attribute 11 Social id. 1 Feeling 13 Personality 15 Personality 1 Personality 2 Attribute 2 Strength 2 Social id. 7 Benefit 4 Average $ Benefit 8 Personality 10 Social id. 4 Feeling 3 Benefit 3 Personality 3 Social id. 13 Attribute 9 Slightly higher $ Social id. 17 Feeling 1 Personality 11 Personality 6 Personality 8 Attribute 14 Benefit 5 Feeling 11 Personality 18 Social id. 11 Attribute 6 Feeling 9 Feeling 17 Personality 9 Social id. 10 Slightly lower $ Attribute 8 Personality 7 Strength 4 Feeling 7 Feeling 6 Strength 3 Benefit 1 Benefit 13 Benefit 6 Social id. 3 Social id. 16 Social id. 2 Feeling 16 Feeling 12 Attribute 10 Personality 12 Social id. 15 Strength 1 Benefit 2 Benefit 10 Feeling 5 Attribute 5 Attribute 4 Personality 4 Higher $ Social id. 14 Benefit 12 Feeling 8 Feeling 15 Benefit 11 Attribute 13 Personality 14 Personality 13 Personality 5 Feeling 2 Benefit 7 Lower $ Feeling 4 Attribute 7 Social id. 8 Social id. 18 Social id. 5 Feeling 10 Feeling 18 Attribute 15 Attribute 1 Personality 16 Attribute 12 Social id. 12 Personality 17 Social id. 9 Ignore Product D 0.00 Reinforce Develop 3.13 High Attributes Price Fragrance Strength Benefits I Social Identity Personality Feelings
43 NeedScope Analysis System NeedScope software provides the platform for interactive data interrogation and strategy development A client version of the software is available if required
44 Summary of Deliverables 1. Customization of the needspace to represent need dynamics that underlie skin care. 2. Position of master brands both independent of variants as well as the aggregate position. 3. Need segments and sizes 4. Segments will be defined and detailed out in terms of motives, gratifications, desired personality, desired effects on skin, ideal skin, rituals followed, products used, product features sought sizes, behaviour, demographics. 5. Brand positioning analysis Unique differentiators Shared values Variant master brand relationships Differences and similarities across markets Strengths and vulnerabilities. 6. Integration with global and other country results (to be done qualitatively as different systems have been followed)
45 The report will contain a series of parts An analysis of skin care and personal wash behaviour including brand repertoires Market need structure and dynamics. Comparison with global need dynamics Need segmentation sizes of segments, dynamic and functional attributes of each segment, importance of product fit of brand in each need state, demographic and Behavioural skews. Master variant analysis Brand positioning analysis and interaction with the need segments. Identification of opportunities Portfolio guidance Interactive software installed with the client for additional analysis
MODULE TITLE: Foundations of Marketing
SCHOOL OF ARTS, SOCIAL SCIENCES AND MANAGEMENT DIVISION OF BUSINESS, ENTERPRISE AND MANAGEMENT LEVEL 1 DIET 1 MODULE CODE: B1072 MODULE TITLE: Foundations of Marketing DATE: 16/12/2014 WRITING TIME: 2
More informationMarket Analysis, Segmentation & Consumer Buying Behavior
Market Analysis, Segmentation & Consumer Buying Behavior Market Analysis If you are preparing a marketing plan, where s the best place to look for information about macro trends? Marketing Jeopardy Michael
More informationCracking the Customer Code. Chain Restaurants
Cracking the Customer Code Chain Restaurants Fulfilling the brand promise Big companies are carefully organised so that their departments work to align core strategic issues over the business as a whole.
More informationOur unique perspective on brand and comms tracking
Our unique perspective on brand and comms tracking Hamish Asser Research Director Introducing BrandBox A powerful, flexible and transparent brand tracking tool that monitors brand performance and identifies
More informationELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT. ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 5 Issue 2, April (2014)
A STUDY OF CUSTOMER PERCEPTION OF YOUTH TOWARDS BRANDED FASHION APPARELS IN JALANDHAR CITY Syed Tabrez Hassan 1 Bilal H Hurrah 2 Amit Lanja 3 ABSTRACT As in this competition era, from business point of
More informationStrategic Brand Management Building, Measuring and Managing Brand Equity
Strategic Brand Management Building, Measuring and Managing Brand Equity Part 1 Opening Perspectives 开 放 视 觉 Chapter 1 Brands and Brand Management ------------------------------------------------------------------------
More informationChapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers
Chapter Seven Customer-Driven Marketing Strategy: Creating Value for Target Customers Customer-Driven Marketing Strategy: Creating Value for Target Customers Market Segmentation Market Targeting Topic
More informationqüé= RJjfkrqb=mboplk^ifqv=qbpqÒ=
qüé= RJjfkrqb=mboplk^ifqv=qbpqÒ= Below are ten horizontal lines with four words on each line, one in each column. In each line, put the number 4 next to the word that best describes you in that line; a
More informationSIRXCCS408 Build retail relationships and sustain customer loyalty
SIRXCCS408 Build retail relationships and sustain customer loyalty Release: 1 SIRXCCS408 Build retail relationships and sustain customer loyalty Modification History The version details of this endorsed
More informationWhat this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing
Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,
More informationStrategic objectives at Montblanc
Student Self-administered case study Strategic objectives at Montblanc Case duration (Min): 45-60 Strategic Management (SM) Strategic objectives Worldwide Case summary: Strategies are means to ends the
More informationLIFE AT HOME 2016 HELSINKI
LIFE AT HOME 2016 HELSINKI About the survey An online survey was conducted in (incl. Espoo & Vantaa) between May 13 th and May 20 th. 1007 answers were collected and the average response time was 18 minutes.
More informationCosmetics Market in Asia: Favorable Demographics Fuel Sales
Brochure More information from http://www.researchandmarkets.com/reports/575260/ Cosmetics Market in Asia: Favorable Demographics Fuel Sales Description: The Japanese cosmetics market is in a stable condition
More informationLUXURY OFFERING. Tailored Methods
LUXURY OFFERING Tailored Methods Galileo has unmatched expertise in the field of market research and brand consulting for luxury brands and has designed tailored research approaches for many luxury companies
More informationNew National Poll Reveals Public Attitudes on Substance Abuse, Treatment and the Prospects of Recovery
New National Poll Reveals Public Attitudes on Substance Abuse, Treatment and the Prospects of Recovery Finds some significant differences in perceptions among various population groups. Nearly half of
More informationCreating Powerful Brands. Malcolm McDonald and Leslie de Chernatony. Theme of the Book
Malcolm McDonald and Leslie de Chernatony Butterworth Heinemann, September 2003, 496 pages ISBN 0750659807 Theme of the Book A thorough and practical analysis of the essential elements of branding, giving
More informationMARKET SEGMENTATION TARGETING GLOBAL MARKET SEGMENTATION CHAPTER 7 SEGMENTATION TARGETING, AND POSITIONING CONTRASTING VIEWS OF GLOBAL. Upper.
MARKET SEGMENTATION CHAPTER 7 SEGMENTATION, TARGETING, AND Represents an effort to identify and categorize groups of customers and countries according to common characteristics Millennials Generation Y
More informationTrue Colors Personality Quiz
True Colors Personality Quiz Describe Yourself: In the boxes below are groups of word clusters printed horizontally in rows. Look at all the choices in the first box (A,B,C,D). Read the words and decide
More information1 Compiled by: Deep Banerjee, Marketingpundit.com (Market Segmentation)
MARKET SEGMENTATION (Compiled by Deep Banerjee, Marketingpundit.com) Definition : The division of a market into different homogenous groups of consumers is known as Market Segmentation. Market segmentation
More informationCUSTOMER EXPERIENCE DESIGN CUSTOMER EXPERIENCE DESIGN
02 03 FIFTH QUADRANT Established in 1998, Fifth Quadrant is a Management Consultancy and Analyst Organisation specialising in: METHODOLOGIES USED CUSTOMER EXPERIENCE STRATEGY CUSTOMER EXPERIENCE RESEARCH
More informationMarket Segmentation. Chapter 8 Segmenting and Targeting Markets. Learning Outcomes. Learning Outcomes. Market Segmentation. A Market Is...
Learning Outcomes Segmenting and Targeting Markets CHAPTER 8 Designed by Eric Brengle B-books, Ltd. Marketing 10 Lamb, Hair, McDaniel Prepared by Amit Shah Frostburg State University LO I LO 2 LO 3 Describe
More informationBest Practices: Engaging Millennials with Advertising
February 21, 2012 Best Practices: Engaging Millennials with Advertising # 7370 Today s roughly 79 million multi-tasking Millennials are notoriously less receptive to advertising than previous generations.
More informationIntroducing Social Psychology
Introducing Social Psychology Theories and Methods in Social Psychology 27 Feb 2012, Banu Cingöz Ulu What is social psychology? A field within psychology that strives to understand the social dynamics
More informationSECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.
Foundations of Marketing: B1072: 2012/13 Exam Paper This examination is in TWO sections. SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.
More informationCE Entrepreneurship Market Segmentation
CE Entrepreneurship Market Segmentation What is market segmentation? To say we will market our product to the general public is a bold statement. It is a very general statement and may be impossible to
More informationChapter 2 A Systems Approach to Leadership Overview
Chapter 2 A Systems Approach to Leadership Overview 2.1 Introduction Developing a high performance organisation is an appropriate and achievable goal in today s business environment. High performance organisations
More informationCHAPTER 5 MARKET SEGMENTATION AND TARGETING STRATEGIES USED BY FMCG COMPANIES
CHAPTER 5 MARKET SEGMENTATION AND TARGETING STRATEGIES USED BY FMCG COMPANIES 5.1 Market segmentation: One of the fundamental principles of marketing is the concept of market segmentation. Sometimes it
More informationThe Four True Colors. Blue Relationship Oriented. Gold Structure Oriented. Green Cognitive Oriented. Orange Impulse Oriented
True Colors What is True Colors? True Colors is an inventory designed to help you better understand yourself and others. True Colors is an activity used to promote the appreciation of individual differences.
More informationSegmentation: Foundation of Marketing Strategy
Gelb Consulting Group, Inc. 1011 Highway 6 South P + 281.759.3600 Suite 120 F + 281.759.3607 Houston, Texas 77077 www.gelbconsulting.com An Endeavor Management Company Overview One purpose of marketing
More informationMaster in Marketing and Communication. Module 7. Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1
Master in Marketing and Communication Module 7 Segmentation, Targeting, Differentiation and Positioning. Lecture 7- slide 1 Customer-Driven Marketing Strategy: Creating Value for Target Customers Topic
More informationChapter 2 Market Structure, Types and Segmentation
Market Structure There are a variety of differing market structures which are separated by the levels of competition that exist within each market and the market conditions in which the businesses operate.
More informationFinal Examination Semester 1 / Year 2010
Southern College Kolej Selatan 南 方 学 院 Final Examination Semester 1 / Year 2010 COURSE : MARKETING PRINCIPLES AND PRACTICE COURSE CODE : ADAD 2062 TIME : 2 1/2 HOURS DEPARTMENT : ART AND DESIGN LECTURER
More informationThe 2013 Financial Institution Consumer Recommendation & Loyalty Study Advanced
The 2013 Financial Institution Consumer Recommendation & Loyalty Study Advanced A study of the depth of consumer loyalty towards Australian Financial Institutions using the Net Promoter Score Net Promoter,
More informationWHAT YOU D KNOW IF WE COULD TALK TO YOU
PRESENTS DATA DRIVEN BRAND MARKETING PART TWO YOUR DEFINITIVE GUIDE TO FINDING THE CHANNELS THAT DRIVE THE BEST RESPONSE WHAT YOU D KNOW IF WE COULD TALK TO YOU 1. Building Value on Existing Segmentations
More informationSocial media influences how we shop. Brands need to be in the right place with the right message
Social media influences how we shop Brands need to be in the right place with the right message The phenomenal growth of social media has changed consumers lives in many ways not least when it comes to
More informationSample Reporting. Analytics and Evaluation
Sample Reporting Analytics and Evaluation This sample publication is provided with the understanding that company names and related example reporting are solely illustrative and the content does not constitute
More informationThe Financial Services Trust Index: A Pilot Study. Christine T Ennew. Financial Services Research Forum. University of Nottingham
The Financial Services Trust Index: A Pilot Study Christine T Ennew Harjit Sekhon Financial Services Research Forum University of Nottingham The Financial Services Trust Index: A Pilot Study Executive
More informationThe Power of Color: What Does Your Color Say About You?
The Power of Color: What Does Your Color Say About You? The COLOR CODE-Taylor Hartman, PhD The purpose of the profile is to help you identify your personality color (or type), which is the most important
More informationThe Digital Performance Benchmark. What distinguishes world class digital from the rest of the pack?
The Digital Performance Benchmark What distinguishes world class digital from the rest of the pack? Digital Performance The future is digital The digital landscape is rapidly evolving. With customers across
More informationTrends in Brand Marketing:
a Nielsen bluepaper Trends in Brand Marketing: An interview with Kevin Lane Keller, author of Strategic Brand Management Trends in Brand Marketing: Interview with Prof. Kevin Lane Keller, author of Strategic
More informationPSHE at key stages 1 4 Guidance on assessment, recording and reporting
PSHE at key stages 1 4 Guidance on assessment, recording and reporting October 2005 QCA/05/2183 Contents About this guidance...2 What is this guidance for?...2 Why is assessment important?...2 Who is this
More informationMotivations of Play in Online Games. Nick Yee. Department of Communication. Stanford University
Motivations of Play in Online Games Nick Yee Department of Communication Stanford University Full reference: Yee, N. (2007). Motivations of Play in Online Games. Journal of CyberPsychology and Behavior,
More informationEffective Segmentation. Six steps to effective segmentation
Effective Segmentation Six steps to effective segmentation Segmentation is a powerful tool to help achieve your business strategy and drive higher value to your brand. Sure, I hear you say, we all know
More informationTransforming the life insurance industry Lifestyle based Analytics. John King and Kim Cohen
Transforming the life insurance industry Lifestyle based Analytics John King and Kim Cohen What is analytics? Real world examples Life Insurance Applications How to guide Where to from here? What we will
More informationIdentifying Market Segments and Targets
Chapter 7 Identifying Segments and Targets 7-1 ing Management Process 1. Situation Analysis Customer Analysis Competitor Analysis Company Analysis 2. Establish Strategic Direction Segmentation and Targeting
More informationHow To Write A Customer Profile Sheet
How to understand your customers needs and expectations. This information sheet will help you to A) improve the way you collect information from and about your customers. B) use the information to plan
More informationA Travel Marketing Toolkit for Universities and Colleges Tools and resources to help you change the travel behaviours of your students
A Travel Marketing Toolkit for Universities and Colleges Tools and resources to help you change the travel behaviours of your students TravelWest toolkit produced by Universities Travel Officer James Morvan,
More informationEffectiveness case study. How newspaper advertising stimulated a 20% increase in sales of KETTLE Chips
Effectiveness case study How newspaper advertising stimulated a 20% increase in sales of KETTLE Chips KETTLE Chips: The story KETTLE Chips successfully created a significant uplift in sales from existing,
More informationINVESTING FOR A BETTER LIFE
FEATURED INSIGHTS DELIVERING CONSUMER CLARITY INVESTING FOR A BETTER LIFE A LIFE INSURANCE LANDSCAPE STUDY IN INDIA BY: SUBHASH CHANDRA, EXECUTIVE DIRECTOR, NIELSEN INTENTION TO INVEST IN LIFE INSURANCE
More informationSIRXSLS001A Sell products and services
SIRXSLS001A Sell products and services Revision Number: 1 SIRXSLS001A Sell products and services Modification History Not applicable. Unit Descriptor Unit descriptor This unit describes the performance
More informationWhen Engaging the Right Talent, One Size Does Not Fit All
When Engaging the Right Talent, One Size Does Not Fit All Candidate Preferences in Job Search and Interview Practices This is the first in a five-part series from ManpowerGroup Solutions analyzing the
More informationDigital Segmentation. Basic principles of effective customer segmentation
Digital Segmentation Basic principles of effective customer segmentation October 2012 Introduction This paper is an introduction to customer segmentation. It goes through the basics of segmentation, explaining
More informationAsset 1.6 What are speech, language and communication needs?
1 of 5 The National Strategies Asset 1.6 What are speech, language and needs? a) Summary of key points Taken from the Primary and Secondary Inclusion Development Programme (IDP): Dyslexia and speech, language
More informationIdentify the influences that encourage young people to abstain from alcohol, tobacco and other drug use.
Too Good for Drugs Curriculum Correlations Correlated with Oregon State Standards Grade 8 Lesson One: Go for Your Goals Develop personal goals. List steps for reaching a goal. Demonstrate how to picture
More informationTHE WELLBEING FRAMEWORK FOR SCHOOLS
April 2015 21/04/15_16531 CONNECT SUCCEED THRIVE THE WELLBEING FRAMEWORK FOR SCHOOLS Introduction The NSW Department of Education and Communities (DEC) is committed to creating quality learning opportunities
More informationATTENTION GENERATION NEXT!
ATTENTION GENERATION NEXT! ISSUE 3 OUT OF 3 BEATING THE ATTENTION DEFICIT FOR YOUNG AUDIENCES Thought Piece 2015 WHEN WE THINK ABOUT WHAT IT S LIKE TO BE YOUNG, WE NATURALLY THINK BACK TO OUR OWN CHILDHOOD;
More information4 Explain t he. 7 geographic, domestic, and psychographic approaches t o 8 segment ing consumer market s. 5
CHAPTER 9 Market ing Segment at ion, Target ing, and Posit ioning Chapter Objectives 1 2 3 Ident ify t he essent ial components of a market. Out line t he role of market segment at ion in developing a
More informationChapter 10 Personality Name Period Date. MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
Chapter 10 Personality Name Period Date MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) The BEST kind of personality test is one that is. A) both
More informationMARK 3323 - IMC Dr. Freling EXAM II REVIEW
MARK 3323 - IMC Dr. Freling EXAM II REVIEW Chapter 5 Advertising, Integrated Brand Promotion, & Consumer Behavior Chapter 6 Market Segmentation, Positioning, and the Value Proposition Chapter 7 Advertising
More informationOkami Study Guide: Chapter 12
1 Chapter Test 1. People are not merely a random collection of traits, meaning that people s personalities are a. integrated b. organized c. enduring d. transient Answer: B difficulty: 1 conceptual 2.
More informationEnd-User Insight. Service Description
End-User Insight Service Description ConsumerLab End-User Insight service description page 2 (17) Ericsson has an unparalleled understanding of end-user drivers and attitudes towards technology. We carry
More informationGovernment Communication Professional Competency Framework
Government Communication Professional Competency Framework April 2013 Introduction Every day, government communicators deliver great work which supports communities and helps citizens understand their
More informationUsing Choice-Based Market Segmentation to Improve Your Marketing Strategy
Using Choice-Based Market Segmentation to Improve Your Marketing Strategy Dr. Bruce Isaacson, President of MMR Strategy Group Dominique Romanowski, Vice President of MMR Strategy Group 16501 Ventura Boulevard,
More informationPutting Inheritance Tax (IHT) Online Understanding the customer journey for Inheritance Tax
Research report Putting Inheritance Tax (IHT) Online Understanding the customer journey for Inheritance Tax Prepared by Carat UK for Her Majesty s Revenue and Customs April 2015 About Personal Tax Customer,
More informationSelect a shape below that appeals to you the most and then scroll down to read about your personality.
Personality Test Select a shape below that appeals to you the most and then scroll down to read about your personality. A psychologist developed these shapes. They have been tested worldwide, over a period
More informationTOOL. Self Evaluation for Gender Workers
GEMTREX PROFESSIONALISING GENDER TRAINERS AND EXPERTS IN ADULT EDUCATION Project 230293 - CP - 1-2006-1- AT - GRUNDTVIG-G1 TOOL Self Evaluation for Gender Workers GemTrEx project team 2008 CONTENT 1. Introduction...
More information5+5 Defence Initiative Logo
Graphic Standards Manual 5+5 Defence Initiative Logo This manual sets out the rules of the Visual Identity of the 5 +5 Defence Initiative. These rules should be respected and implemented correctly. Only
More informationMarketing Planning How to Identify a Target Market and Prepare a Customer Profile
Marketing Planning How to Identify a Target Market and Prepare a Customer Profile 1. What You Should Know Before Getting Started In order to market your product or service, it is imperative that you tailor
More informationKYCS - Integrating KYC with Social Identity: The Future-Ready Marketing Approach
A Point of View KYCS - Integrating KYC with Identity: The Future-Ready Marketing Approach Abstract media has empowered us to voice and share our opinion on things that impact our lives. It has reshaped
More informationMarket Segmentation, Targeting, and Positioning. Leonard Walletzký
Market Segmentation, Targeting, and Positioning Leonard Walletzký 5C STP Marketing Mix Marketing framework Customer Company Context Collaborators Competitors Segmentation Targeting Positioning 4P 7P 4C
More informationRethinking Advertising Development
Rethinking Advertising Development June 2012 2 3 Ipsos ASI: Rethinking Advertising Development It is clear that, when they set out to develop a new advertising campaign, advertisers do not plan to air
More informationBrand Strategy Approach Client Example
Brand Strategy Approach Client Example Hugh Dewitte, Strategic Planner Hugh has over 20 years of agency and client side experience in communication planning, web-based brand strategy, brand identity and
More informationBOOK REPORT ARE YOU IN IT FOR THE LONG HAUL?
BOOK REPORT Mirror, Mirror on the Wall, Am I the Most Valued of them All? The Ultimate Element of Differentiation is YOU By Leo J. Pusateri ISBN 0-9716056-0-2 ARE YOU IN IT FOR THE LONG HAUL? After years
More informationGetting Older and Looking Good: The Realities About Aging Naturally
Getting Older and Looking Good: The Realities About Aging Naturally Executive Summary: The New Face of Beauty In the last decade, as entered their forties and fifties, cosmetic companies have stepped up
More informationChapter Five Socialization. Human Development: Biology and Society. Social Isolation
Chapter Five Socialization Socialization is the lifelong process of social interaction through which individuals acquire a self-identify and the physical, mental, and social skills needed for survival
More informationthe future of digital trust
the future of digital trust A European study on the nature of consumer trust and personal data September 2014 2 the future of digital trust my data value As outlined in the first instalment of The Future
More informationSlide 15.1. What is a brand?
Slide 15.1 What is a brand? A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them
More informationA-LEVEL BUSINESS Paper 3 Specimen Assessment Material. Mark scheme
A-LEVEL BUSINESS Paper 3 Specimen Assessment Material Mark scheme Mark schemes are prepared by the Lead Assessment Writer and considered, together with the relevant questions, by a panel of subject teachers.
More informationTND PRETEST (HIGH SCHOOL) University of Southern California Student Survey SCHOOL NAME: MONTH DAY YEAR THINGS TO REMEMBER:
Date completed Student ID TND PRETEST (HIGH SCHOOL) University of Southern California Student Survey SCHOOL NAME: BIRTH DATE: AGE: - - MONTH DAY YEAR GENDER: M F THINGS TO REMEMBER: Read each question
More informationThe 2013 Superannuation Consumer Recommendation & Loyalty Study
The 2013 Superannuation Consumer Recommendation & Loyalty Study A study of the depth of consumer loyalty towards Australian Superannuation brands using the Net Promoter Score Net Promoter, NPS, and Net
More informationUnit 10. Group Dynamics. Never doubt that a small group of thoughtful citizens can change the world. Indeed, it is the only thing that ever has.
Unit 10 Group Dynamics Never doubt that a small group of thoughtful citizens can change the world. Indeed, it is the only thing that ever has. Margaret Mead The social process by which people interact
More informationKey Terms. DECA Ryerson 2015-16 Case Guides Business to Business Marketing
Key Terms Acquisition Costs: The incremental costs involved in obtaining a new customer. Agent: A business entity that negotiates, purchases, and/or sells, but does not take title to the goods. Benchmark:
More informationThe Art of Customer Profiling. Why understanding audience is important and how to do it
The Art of Customer Profiling Why understanding audience is important and how to do it The Art of Customer Profiling 2014 1. The importance of understanding your audience...3 CONTENTS 1.1 Why is it important
More informationLOGIT AND PROBIT ANALYSIS
LOGIT AND PROBIT ANALYSIS A.K. Vasisht I.A.S.R.I., Library Avenue, New Delhi 110 012 amitvasisht@iasri.res.in In dummy regression variable models, it is assumed implicitly that the dependent variable Y
More informationMarketing (Marketing Principles)
Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the
More informationDevelopments in the Distribution, Pricing & Product Design of Personal Insurance. Adam Driussi
Developments in the Distribution, Pricing & Product Design of Personal Insurance Adam Driussi Overview Distribution Product Design & Pricing Distribution around the globe Direct Mixture Tied Agents Brokers
More informationTHE ROCHESTER INSTITUTE OF TECHNOLOGY DEPARTMENT OF COMMUNICATION. Brand Loyalty: College Student Loyalty to Brands with Social Media Outlets
THE ROCHESTER INSTITUTE OF TECHNOLOGY DEPARTMENT OF COMMUNICATION Brand Loyalty: College Student Loyalty to Brands with Social Media Outlets By Lisa Lucibello A Paper submitted In partial fulfillment of
More informationA COMPARATIVE STUDY OF WORKFORCE DIVERSITY IN SERVICE AND MANUFACTURING SECTORS IN INDIA
IMPACT: International Journal of Research in Business Management (IMPACT: IJRBM) ISSN(E): 2321-886X; ISSN(P): 2347-4572 Vol. 2, Issue 3, Mar 2014, 1-8 Impact Journals A COMPARATIVE STUDY OF WORKFORCE DIVERSITY
More informationWhich is why TMI is here to help. We have to admit it. we really love what we do.
We have to admit it. we really love what we do. We get to work with great brands to create brilliant customer experiences that their customers love and their employees can t wait to deliver. It s not just
More informationDC Participant Engagement Highlighted Findings from the Research Report. Released: September 2015
DC Participant Engagement Highlighted Findings from the Research Report Released: September 2015 Table of Contents Research Objectives 3 Methodology 4 Highlighted Findings Responsible Lifestyles 5 Perceptions
More informationBuilding a Successful Brand
Building a Successful Brand Tina Soika President American Hearing Aid Associates Branding Exercise 1 What do you want your customers and prospective customers to know about you? Write that list on a piece
More information1st semester Common Core subjects taught to all classes
Course Description Branding & Marketing Management /AP Degree in Business, Design and Technology Common Core projects done by all students from all lines in the 1 st, 2 nd and 3 rd semesters TEKO project
More informationCRM and One to One Marketing. Michael Collins Marketing and Data Strategist Travelosophy
CRM and One to One Marketing Michael Collins Marketing and Data Strategist Travelosophy Travel Companies are Lucky! Travel Companies are Lucky! Traditionally they have collected: Customer and prospect
More information2016 CANADIAN SOCIAL MEDIA MONITOR. Simplified Understanding
2016 CANADIAN SOCIAL MEDIA MONITOR Simplified Understanding May 2016 Canadian Social Media Monitor 2016 Background Insights West s Canadian Social Media Monitor highlights for Canadian marketers key trends
More informationSession 2 Generating Value from 'Big Data' Mark T. Bain
Session 2 Generating Value from 'Big Data' Mark T. Bain Presented by Mark Bain Head of Insurance Consulting KPMG GENERATING VALUE FROM BIG DATA 1 BIG DATA IS EVERYWHERE WHAT IS BIG DATA ALL ABOUT? WHAT
More informationTrending with NextGen travelers. Understanding the NextGen consumer-traveler
Trending with NextGen travelers Understanding the NextGen consumer-traveler Why NextGen is important Amadeus research study: the NextGen traveler Understanding trendsetters and future heavy consumers of
More information2013/14 2016/17 Strategic Plan. Prepared with assistance from Grant O Hara
2013/14 2016/17 Strategic Plan Prepared with assistance from Grant O Hara ONE PAGE SUMMARY SUMMARY OF STRATEGIC PLAN 2014 TO 2017 4. Strengths Focus 1. Vision For Volleyball to be a unified and growth
More informationThe New Era of Customer Loyalty Management
Marketing Practice The New Era of Customer Loyalty Management Opportunities to Create Profitable Growth Overview We are now poised to enter a new era of loyalty management in which winning companies will
More informationMarketing, Recruitment and Admissions. Marketing Strategy 2013-2015
Marketing, Recruitment and Admissions Marketing Strategy 2013-2015 November 2013 The Marketing Strategy is created cooperatively by the Department s marketing managers and exists to advance the University
More informationPast, present, and future Analytics at Loyalty NZ. V. Morder SUNZ 2014
Past, present, and future Analytics at Loyalty NZ V. Morder SUNZ 2014 Contents Visions The undisputed customer loyalty experts To create, maintain and motivate loyal customers for our Participants Win
More information