Using the eyes of the consumer to build successful, globalized brand management strategies

Date of publication: June 15, 1994


Today, most Brand Management teams are being asked to become productive with smaller budgets and fewer human and material resources; to move faster, know more and make fewer mistakes; and, be more profitable in the bargain. Couple this with the accelerated rate of change found in all marketplaces, the overwhelming amount of information that needs to be processed and the apparent decrease in effectiveness of traditional survey methodologies and it can be concluded that a new generation of research tools is needed to help move us into the future. Research tools that will manage vast amounts of consumer data and integrate classical market analyses into one single-source database model. Tools that will give us both the current status of our brands and their market relationships plus the ability to simulate and prioritize new growth options. Tools that will visualize this information so that the knowledge that is hidden in the information is delivered, not left in the "numbers graveyard". MATRIX' rM, based on proprietary analytical/decision making software developed by the Landis Group, is such a tool. The following paper will give background on the MATRIX process, the data collection and software techniques that link brand perception to consumer needs and the tools that visualize this information. Having established the MATRIX foundation, we will then discuss the evolution of Allergan's brand management strategy; the market forces that are dictating a shift in this strategy; and Allergan's use of MATRIX to effectively redefine both the strategy and tactics of its brand management process on a global and market specific basis

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