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Fusing brand strength and customer need to create explosive insights Presented by Pippa Bailey The eras of marketing development Then marketing evolved and average products could be successful A long time ago, a good product was enough Nowadays your product, pack, and marketing all need to be good Greetings Earth Woman, I’ve got this brilliant concept SoH nuq? Expectation Loyalty Repeat purchase Fulfilment Satisfaction Run Attack EROS (Early Rules of Success) ONLINE DEVELOPER GROUPS R&D MARKETING CONSUMERS MMR BRAND OWNERS ARTICULATE CONSUMERS © MMR Research Worldwide. All rights reserved. 14 Online Developer Groups © MMR Research Worldwide. All rights reserved. PRE-WORKSHOP 1 PRE-WORK Sample immersion; parameters and selection 6 2 3 PRE-WORK Detailed vocabulary session to define and understand the “pool” lexicon SENSORY EXPLORATION AND WARMUP 5 Warm-up in smaller groups run by sensory experts, trying contrasting products to get respondents in the right mindset for following exercises, proven to increase detail and clarity in the following stages 7 RESPONDENT ASSESSMENT AND SELECTION Screening for above average sensory perception and articulacy, as well as detailed brand articulacy BRAND BREAKOUT SESSION Group splits in two, to discuss concept & brand, profile brand based on pool of Emotional / Functional terms SENSORY EXPLORATION WORKSHOPS Respondents split into two groups. Possible product executions explored in an iterative process involving R&D and MMR staff – sensory profiling and exploration into emotional territories 8 4 MARKETING INTRODUCTION SESSION Marketing-led session to explore concept and brand, explain to respondents what is to be achieved and really establish consumer buy-in CROSS COMPARISON AND WRAP-UP Groups recombined and questioned about each other’s findings. Key respondents may be kept behind for even more detailed interviews 15 Finding the perfect product for a relaunch Squeezing more juice from the fruit 1. Engage the consumer – and the right consumer 2. Make sure the right people are at the party 3. Create the time for co-creation Objective: Successful product launch by better aligning concept and product delivery The last 5% can make the difference between success and failure If you’re going to compromise any element of your new product launch, make sure it’s not key to the consumer! Thank you For more information please contact Pippa Bailey [email protected] www.mmr-research.com