best practice guide - marketing strategy - consumer market analysis by wayne chen
DESCRIPTION
An overview of the consumer marketing analysis for your marketing strategy. Great for entry level marketer, product marketing, and senior marketing executives. Learn to develop your consumer profile.TRANSCRIPT
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ì Consumer Market Analysis A Best Prac+ce Guide For Your Marke+ng Strategy Process
By: Wayne E. Chen
© 2011 – Wayne Chen
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Learning Objective
ì Look at the consumer and their needs
ì Iden+fy segments or groups
ì Understand buying process
ì Evaluate segments
ì Develop consumer profile
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Consumer Analysis
ì Consumers + Needs
ì How to iden+fy segments ì How to segment the
market? ì Who needs us and why? ì Who buys and uses? ì What is the buying
process? ì High or low
involvement?
© 2011 – Wayne Chen
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Need Category
ì What is the need?
ì Who needs us?
ì Why do they need us?
ì Can your product be applied to other situa+ons? ì Arm & Hammer ì Uncover poten+al market
© 2011 – Wayne Chen
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Who Buys?
ì Who is buying?
ì Who is using the product?
ì Buyers can be different from users ì Women buying men’s
underwear and socks ì Determine Buyer & User
© 2011 – Wayne Chen
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The Buying Process
ì How the product is brought ì Collect marke+ng research ì Observe and inves+gate
ì Why should I care? ì Iden+fy cri+cal routes to
reach customers ì Adop+on / Problem-‐solving
process
ì A.I.D.A ì AYen+on, Interest, Desire,
Ac+on
© 2011 – Wayne Chen
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Five Step To Buying
Awareness Informa+on Search
Evaluate Alterna+ves Purchase Evaluate
© 2011 – Wayne Chen
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Awareness Buying
ì Might Need Something ì Interest ì Problem ì Recogni+on
ì Realizing the need over +me
ì Accelera+ng the buying process with ads
© 2011 – Wayne Chen
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Information Search
ì Product Informa+on ì Sor+ng out the ads ì Deciding what is best ì Ge]ng second-‐hand
readings ì Sampling the product
© 2011 – Wayne Chen
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Evaluating Alternatives
ì Which is the best for me? ì Price comparison ì Quality comparison ì Value comparison
ì Iden+fy the influencers ì Target buying behavior ì Promo+on models
© 2011 – Wayne Chen
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Distribution Buying
ì Where to buy? ì Store vs. Online ì Easy of purchase ì Acceptability
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Purchasing Decision
ì Purchase is not always a “WIN” ì A trail period ì Time consuming purchases
ì Reducing product risks ì Ads and videos ì Knowledgeable sales people ì Trial warran+es ì Printed collateral ì Posi+ve referrals ì Product comparison
© 2011 – Wayne Chen
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Purchase Evaluation
ì Post-‐purchase Behavior. ì Good decision or Bad? ì Physical or psychology
tes+ng ì Is there a beYer
alterna+ve?
ì Automobile evalua+on ì Poten+al and recent
buyer targe+ng
© 2011 – Wayne Chen
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Providing Research Information
ì Consumer research ì Success & Improvements
ì Ques+ons ì What specific ques+ons
do I need answered? ì How am I going to
leverage the informa+on once I aYain it?
ì Wasted efforts ac+ons
© 2011 – Wayne Chen
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Product Involvement Levels
ì High vs. Low involvement assessment
ì High level risk ì High priced products
ì Benefits ì Psychological reward
© 2011 – Wayne Chen
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High vs. Low Matrix
Complex process
Brand loyalty
Experiment Random
Seeking Variety
Anxiety Reduc+on
Baseless Beliefs
Cheapest Random
Baseless loyalty Iner+a
Significant Differences
Few Differences
High
Low
© 2011 – Wayne Chen
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How To Segment
ì “Who is our consumer?” ì Segmented vs. Mass ì Coca-‐Cola vs. Vitamin
Water
ì Segmenta+on serves: ì Profitability volume ì Efficiently reached ì Develop marke+ng
programs
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Effective Segmentation
ì Crea+ng aim and efficient execu+on. Yielding most sales and profits ì Risk of money and +me
ì Four major variables: ì Geographic ì Demographic ì Psychographic ì Behavioral
© 2011 – Wayne Chen
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Geographic Segmentation
ì Divides the market by ì Country ì State ì Region ì Count ì City ì Neighborhood
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Demographic Segmentation
ì Demographic breakdown ì Age ì Sex ì Income ì Marital Status ì Family Life Cycle ì Educa+on or Occupa+on ì Ethnicity ì Religion ì Race
© 2011 – Wayne Chen
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Psychographic Segmentation
ì Lifestyle ì Ac+vi+es, Interests
ì Personality ì Conserva+ve,
Gregarious, Risk-‐taking
ì Difficult to assess and quan+fy
ì Generalize psychological profiles
© 2011 – Wayne Chen
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Behavioral Segmentation
ì Purchase behavior ì Usage
ì Frequency, Benefits ì Purchase Occasion
ì Gij, Vaca+on, ì Brand Loyalty
ì Affilia+on ì Responsiveness
ì Sales, Coupons, and Rebates
© 2011 – Wayne Chen
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Evaluating Marketing Segments
Measurability
Accessibility
Sustainability
Profitability
Compa+bility
Effec+veness
Defendability
© 2011 – Wayne Chen
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Evaluate Segments
ì Profitability ì Poten+al in market?
ì Compe++on Compa+bility ì Interest & Strategy?
ì Effec+veness ì Adequately service this
segment?
ì Defendability ì Compe+tor’s aYack?
© 2011 – Wayne Chen
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Evaluate Segments
ì Measurability ì Iden+fy and quan+fy
size
ì Accessibility ì Reach segment through
ads, sales force or distributors
ì Substan+ality ì Shrinking, maturing or
growing?
© 2011 – Wayne Chen
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Develop Consumer Profile
ì Profile ì Female, 25-‐35YO ì College – Bachelors ì Professional or business
execu+ve ì No dependents, childless ì 100K +, Large City ì European Car Owner ì Enjoys Yoga and Art
© 2011 – Wayne Chen