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The Marketing Directors · and shape stronger marketing or brand strategies … Marketing...
Transcript of The Marketing Directors · and shape stronger marketing or brand strategies … Marketing...
Market research methods to answer all your questions and tell the full story
Marketing Directors The
Why?
Personal and business
Vital that research
has business credibility
Increasing corporate
Changing consumer attitudes
and demands
9 out of 10 decisions made by
‘judgement’
accountability
competitiveness
Our research methods are designed to help you get and stay ahead …
Forward looking
Challenging
Collaborative
Creative
Understand context Too narrow a focus can miss valuable big picture context (for example on possible alternatives or substitutes for your products)
Consumers’ perspectives are often limited by their own natural
frame of reference and experiences
Consumers have latent creative ability and can be used to develop
not just evaluate solutions
and shape stronger marketing or ‘brand’ strategies …
Marketing objectives
Positioning strategy
Determines what we want to achieve (customers and
products/services)
Determines desired customer take-out/experience
Marketing mix/ brand encounters
Making the promise/ setting the expectation
Product/ service
development objectives and
strategy
Promotion objectives
and strategy
Pricing objectives
and strategy
Distribution/ delivery
objectives and strategy
Physical environment
objectives and strategy
People objectives
and strategy
Process objectives
and strategy
Delivering the promise
Broad and specific action plans
Source: The Marketing Director’s Handbook.
Working together we’ll hypothesise issues and opportunities to explore ..…
What we know we
know
What we know we
don’t know
?
What we don’t know
we know
?
What we don’t know we don’t
know
??
Clever research sampling helps diagnose issues and opportunities ….
Lapsed
Unaware
Aware
Tried
Loyal Loyal customers vs. triallists will reveal product strengths Loyal/tried vs. aware (but not
tried) or unaware will reveal promotion weaknesses Loyal vs. lapsed
customers will reveal product
weaknesses
Source: The Marketing Director’s Handbook
Customers/ prospects
Using multiple research methods provides comprehensive insights on what consumers think and feel …..
For example….
Innovative pre-tasks immerse, prompt detailed consideration, information recording and idea creation …
Santa Claus Challenge Digital Scrapbooks
Understanding the customer journey reveals relationship drivers and barriers
Customer journey
Strength of customer
relationship with brand
Lapsed
Unaware
Aware
Tried
Loyal
Advocate
Terrorist
Delivery
Source: The Marketing Directors Ltd.
Relationship driver
Sourcing Selection Purchase Usage Repeat purchase
/usage
Relationship inhibitor
‘Ethnography’ reveals detailed contextual and behavioural understanding …..
Stills from a video film showing
rudimentary and much required denture care by proud, health
and image conscious
consumers in Poland, Russia and Hungary…
Source: Denture care study, Eastern Europe
… simple adverts (brandcepts) express and uncover needs, brand benefits and features ….
They appear real and are
understood by consumers; they provoke, engage, excite and help
reveal new positioning dimensions
Source: Drama school development study
… ‘productcepts’ or ‘servicecepts’ bring products and services to life …
New product or service
stimuli help consumers
understand, critique and build ideas
Source: Food and toiletries development studies
Rigorous analysis clarifies the way forward …
Who and what are audience needs and wants?
PICK ME UP/BOOST
ENHANCED EXPERIENCE
ESCAPE/ DREAM
FEAR OF ‘LOSING’
REWARD (GIFT/TREAT)
PASS TIME
RELEASE (RELAXATION)
MAKE MONEY
What are brand strengths, weaknesses, features and benefits?
Marketing
By determining consumer drivers and barriers...
Stopping smoking seen as a major event and achievement -
evidenced by recall of the precise date and time ….
Smoking initially driven by a desire to
look ‘cool’
Increasing taxation and cost of cigarettes increase propensity to give up smoking - most prevalent early
April
Smoking prohibition on long haul flights -
reveals need for short term de-stressing
solutions eg nicotine quick fixes
Smelly clothes and perceived social
exclusion of smokers – all increase propensity
to give up
Onset of physical shakes, (nicotine ‘cold
turkey’), and perception of being
beaten by a large cigarette - bring health
worries to a head
Smoking seen as a means of relaxation, escape and cocooning from
the world - all are tangible benefits that encourage the habit
Smoking behaviour reinforced by social acceptance, being
part of a club and being seen to be ’different’
Source: Smoking cessation timeline Interviews
By spotlighting innovation opportunities…
Evidence & Relevance of Insight: • An estimated 100,000 a year pick up some form of
infection while in UK hospitals • MRSA is now endemic in almost all UK hospitals • According to the National Audit Office, 9% of patients in
NHS hospitals are suffering from an infection acquired while on wards or in surgery. This causes up to 5000 deaths annually and costs the NHS £1bn / year
• Overall the healthcare sector accounts for 4.1 million litres of paint sold and food / catering and agriculture accounts for a further 4m litres
Insight Under pressure from the media and consumers, the
Government, and Health Service, want to improve hygiene standards in hospitals. There is a need to eliminate bacteria
on surfaces, equipment and in the air
Source: Building/decoration product innovation study
Application / Opportunity:
• There is a strong latent and unfulfilled need for surface solutions to improve hygiene in hospitals, care homes, and places such as schools and catering establishments, in order to prevent the spread of infection and disease, eg. e-coli, MRSA
• Potential new products include surface cleaning and preparation materials through to complete
coating systems, for example, that inhibit or kill bacteria, that are environmentally friendly / reduce
‘out-gassing / risk of ‘sick building’ syndrome
By determining the most appealing, distinctive and credible communication messages….
Very Positive
Positive
Appeal
Female Male
Customer type
A fun, sociable and inclusive experience, and ability to learn from the
best are the most appealing and credible
messages
Source: Drama school development study
...the most appealing and distinctive ‘product’ features…
Low
High
Appeal
Medium
Dream
Teams
Hot
Gear
How
to do
tricks
Competition/
Quiz
High
Latest
Football
News &
Gossip
Stand out
Letters Country
reviews
Interviews/
profiles
Stadium
reviews
TV/radio
listings
Cartoons
Comedy
Photo
Features
Posters
Football
scores
and stats
Source: Magazine development study
Quantifying product appeal….
% respondents
Question: Which of the following pasties is most appealing to you? Base : 112 respondents (non pasty rejectors)
40%
16%
12%
8% 8%
6% 4%
3% 2%
Source: Cornish pasty taste test
.. optimum price, volume and profitability …
Volume m and Profit £m
Price
Highest profit
potential at price £2.99 - £3.49; higher
degree of price sensitivity
Source: Cornish pasty price/trade-off study
Econometrics analysis enables the quantification of causes and effects and creation of predictive models
Source: Statistical analysis of GRO sales / price 2000-2011 and removing other variables. NB: Changing assumptions will change the forecast
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Sale
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Actual sales and predicted sales
Actual Sales Volume
Predicted/Forecast SalesVolumes
All provides clear insights and direction to improve, promote and build your business or brand
Watching your research last night was very informative and amongst
the most useful time I’ve spent working for our organisation.
Departmental Manager,
Dept for Education
That is the most insightful and useful piece of work that
I’ve seen in my life.
Managing Director,
BBC Worldwide
Comparing your work with that of another agency I worked with recently is like comparing a Premiership team
with a Sunday pub league side.
General Manager,
Energy company
What sets us apart
• Researchers and marketers with
decades of experience dedicated
to meet your needs
• Collaborative, trustworthy,
inspiring to work with
• Totally tailored and creative
qualitative, quantitative and
secondary research methods
• Superior analysis and marketing/
commercial skills to add extra
value
• UK and international individual and
small business partner network to
assure quality and value
Call Guy Tomlinson on +44 (0) 1628 400699 to find out how we could help you: The Marketing Directors The Old Barrel Store Brewery Courtyard Draymans Lane Marlow Bucks SL7 2FF Tel: +44 (0) 1628 400 699 (Main) www.themarketingdirectors.co.uk Email: [email protected] ©The Marketing Directors 2013