Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.
Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.
Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.
We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation. Eden Springs needed a way to recapture the needs of the customer if they were to bring innovation back into the category, unlock sustainable value, re-establish brand equity and protect themselves from more nimble disrupters that may be around the corner. But with such a focus on driving cost out of the system for their previous private equity owners, customer needs were not in the focus.
We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation.
This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as the 'brand'. The Wirthlin Values approach is used to develop an emotionally-based global positioning that links the relevant elements of the advisor and the firm to motivating personal emotions shared by investors around the globe.
Acquisitions are a principal way in which companies grow and expand. Therefore, the strategic implications of them are of considerable importance. However, reasons for acquisition are not always strategic in nature. The decision to acquire a company should result from a well-developed Acquisition Strategy integrated with the whole Corporate Strategy. Moreover Acquisition Strategy is Just a tool of the Corporate Strategy. The combination of acquisitions being based on motives of a non-strategic nature, together with payment of a substantial premium for the acquired company, most often under time pressure, has in many cases led to unsuccessful acquisition results. We will suggest in this lecture to approach company acquisition from the Corporate Strategy perspective. At one side this should greatly enhance, but not guarantee success in either an individual acquisition or in an acquisition program, at the other side this will underline the important role of the marketing function in the initial steps of the acquisition process.
This paper considers the issues involved in developing a customer service strategy concurrently with the overall strategy for the business. It takes the view that customer service is as important a component of the retail offer as is the merchandise assortment or the trading environment, possibly more so. An effective approach to customer service is to develop a corporate philosophy towards customer service and to build this into the culture of the company.
Several different organizational forms for a multinational manufacturing company are examined, and the implications of these different structures for the nature of the marketing research function: in particular the degree of centralization or decentralization. As an example of a matrix organization with a centralized marketing research department, Braun AG of West Germany is discussed. The nature of this company's approach to international marketing and research is examined, as are the operational advantages and disadvantages of centralized vs. decentralized market research. The optimal balance for this kind of operation is concluded to be a high degree of central control, coupled with flexibility and sensitivity in the way the research is conducted.
The paper describes how qualitative research conceived on a very large scale and analysed by a multi-disciplinary team, can help to establish a data-base of value to decision-makers in all areas of marketing in West Africa. The AdAfrica project is also unusual in that it was initiated by researchers rather than commissioned by manufacturers. The broad geographical and conceptual scope of the project appears to have considerable utility for those multi-national companies who are looking for economies of scale in regional, if not global, marketing. We believe this type of research, which provides a rounded picture of society from the point of view of individual psychology, anthropology, advertising and economics, is likely to become increasingly in demand as the economic recession leads to greater competition in international marketing, and a need to really know the consumer in depth.