Market & Customers

Market Segmentation Customer Segmentation Fundamental insights into customer value Market analysis

Marketing & Sales

Campaign management Product & service design Loyalty concepts POS/assortment strategies Pricing and marketing communication strategy Sales activation

FRUGAL product framework

Readiness assessment: roughly target market/customer segment and development strategy

What are Customer’s requirements? Which alternative best (adapt an existing product vs develop from scratch)?

Market analysis: detailed target market/customer segments

What is the market volume/expected growth? What are customer requirements? Explain in detail? What is target price? What is price range and revenue model?

Product design: developing the concept for technical solution

What product features are required and what are not? What are product costs? Value chain configuration: developing the value chain concept Marketing/sales: channels? Production/logistics: footprint?

Roadmap: summarizing concepts and defining next steps

What is your business case? How would you define risk management for your business? How would you implement your planning & strategies and how would you monitor them?

Developing your business model

What are critical success factors considering the competitive environment? What preferences do target customers have and how can these be served? Which factors influences the growth of the relevant market? How you will design a business model for your business in order to be successful in market?

Developing framework

How do you differentiate from competition regarding your effort to customers and franchisees?

POWER BRAND

Brand energy

Brand clarity

Precision of the brand image/personality in the awareness of the clients

Brand uniqueness

Differentiation of the brand in comparison to other brands in the market based on the consumer perspective.

Brand attraction

Emotional & rational attractiveness/fit of the brand in relation to the target

Brand mass

Brand awareness

Brand recall and recognition in the relevant market

Brand usage

Degree of achieved brand conversion among the consumers in the relevant market

Brand ubiquity

Availability and coverage in the relevant market

HOW TO BECOME A POWER BRAND- CONGRUITY OF CUSTOMER & BRAND VALUE

CUSTOMER

Value Preferences Perception

Needs Desires Aspirations

The individual absorbs a brand’s promises and projections, tests it against his/her individual value and need profile.

BRAND

Brand communication Functional attributes

Brand name, symbols Users Projection

By all marketing activities, esp. communication and design, or by its user peer group a brand address a certain set of values and transport a brand promises.

FRUGAL product design approach

Define the features which are required as well as features that are not required to fulfill market requirements and customer needs

How will you prioritize features? How would you define alternatives for feature realization? Defining a relationship between features and components Make sure that each feature is covered by at least one component. How would you estimate range for component cost? How would you derive target specification from rough component cost and competitor

benchmarks? How would you calculate target costs for every component based on target specification? How would you calculate total product cost and adjust target specification cost if necessary.