1. Market Strategy Process
Prepared by
Benny Sommerfeld
July 2009
805-794-0580
benny.sommerfeld@gmail.com
© 2009 Benny Sommerfeld

2. Market Strategy Process
– project as far into the
future as comfortably
possible
– find a middle step to go
back to
– go back to starting point
© 2009 Benny Sommerfeld

3. Trend Mapping
• identify key trends
o extract driving forces
• review of business
parameters
o industry specific trends
o framing business
environment
© 2009 Benny Sommerfeld

4. Marketing Strategy and Consumer Insight
• identify objectives
o purpose of research?
o what are the questions needed to be answered?
o when do we need the answers?
 timeline
 resources
• who are the target customers?
o what are their expectations?
o what needs do they have?
• gap analysis
o how satisfied are the customers with today's services?
o how important are the deliverables offered?
© 2009 Benny Sommerfeld

5. Identify Objectives
• who?
o create research brief
o design screeners
• what data are available?
o quantitative
o qualitative
o ethnographic
o identify "overlap"
© 2009 Benny Sommerfeld

6. Who is the Target Customer?
• collect data
o magazines
o newspaper articles
o books
o how do they live
o visual mapping
• identify needs
o prioritize
o segment data
© 2009 Benny Sommerfeld

7. Gap Analysis
• is the offer relevant?
• what is important for the target
customers?
• can we close the gap?
• identify opportunities
© 2009 Benny Sommerfeld

8. Create Consumer Clusters
• identify the driving
forces behind the
trends as a cluster
• select images which
represent the cluster
• use four or five clusters
when describing target
customers
© 2009 Benny Sommerfeld

9. Use Cluster Insights in your Value Chain
• formulate corporate
communications
• use imagery to illustrate
services
• know where to look for
your target audience,
e.g. media consumption
© 2009 Benny Sommerfeld

10. Transfer Insights to Organization
• knowledge transfer
o if possible, cross
functional groups
o internal customers
sign- off on findings
o establish relationships
amongst decision
makers at all times
© 2009 Benny Sommerfeld

11. Improve Research Methodologies
• use appropriate tools
• buy syndicated
subscriptions
• software training skills
• team development
• have fun
© 2009 Benny Sommerfeld

12. Summary
• stretch the "future“
• focus on consumers
• empower the organization
• implement and follow up
© 2009 Benny Sommerfeld

13. Thank
You!
805-794-0580
benny.sommerfeld@gmail.com
© 2009 Benny Sommerfeld