Abstract:

Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies fully integrate the results to create a holistic model. This paper demonstrates the value of linking knowledge programmes to produce dynamic, predictive marketing knowledge. By demonstrating a project recently completed for Allied Domecq, the authors will show one way of creating just such a holistic model and illustrate how it provides the ability to target and plan for future growth. The results of the study have been key to planning future brand and communication strategies, but they also permeate areas such as outlet identification, logistics and promotions strategy.