- Gain
Market Overview: i.e. provide market insights to help you expand
into new category or new territory.
-
Evaluate the opportunities for expanding your brand into new markets
- Facilitate market evaluation - gain a broad understanding of market
dynamics and your potential customers
- Gain insight on your potential new customers
- Begin to develop your marketing strategy through knowing:
- The size of the market
- The demographic profiles
- The trends over time
- Who the leading players are
-
User 360 degree perspective: i.e. gains an in depth understanding
of your existing and potential consumers. It is a single source study,
which gives you a 360 degree perspective about your consumer - On their
Lifestyle, Usage & Attitude, Media Exposure, Product and Brand usage
and daily activity corresponding to your target groups.
- Engage
your customers on a more personal level
- Ensure the personality of your brand correlates with the lifestyles
of its users
- Tap into your customers' interests - understand their favorite newspaper
sections, music, films and TV programmes
- Develop marketing strategies that are relevant to your consumers
- get to grips with what motivates them
- Identify the best sponsorship opportunities that exist for your
target audience
- Get the complete picture on your customers' lives and attitudes
-
Brandscape: Key brands driving your category in terms of users
and positioning.
-
Gain an overview of the media landscape to help steer your marketing
strategies
- Evaluate which consumer groups offer the best opportunities
- Predict what might happen in the future - appreciate how brands
have performed over time ; how media have performed over time
- Understand the motivations behind brand choice - identify the key
attitudinal themes that differentiate brand users
- The
Competitive Environment: Understanding more about the inter
relation between competing brands within the category.
-
Uncover the opportunities to exploit, and the threats to defend
- Refine your approach - identify the key differences and similarities
between competing brands
- Predict what might happen in the future - understand how the category
and brands have fared over time to create the current market conditions
- Gain a comprehensive overview of the competitive environment to
help steer your marketing strategies
- Key
Drivers: Recognize what motivates consumer in your target group
and make them choose one media/brand over the competitive set.
-
Understand your existing and potential customers' behavior based on
their fundamental priorities in life
- Identify the key factors that drive consumers to choose one brand
over the competitive set
- Reveal synergies between your brand and the attitudes of its users
- Develop marketing strategies that tap in to your customers' core
interests and values
- Searchlight:
identify what characterize your group and spot suitable sponsorship
and promotional opportunities.
-
Search across all categories in order to identify the optimal sponsorship
and promotional opportunities
- Pick out the top relationships for your brand without bias from
user input or selection
- Understand the key dynamics within a target audience's broader lifestyle
repertoire
- Improve strategic planning for a brand
- Devising
best communication strategy for your brand