Insights Discussion

Insights Discussion - Leveraging Insights Click to edit...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
P. 1 Click to edit Master subtitle style ASIA LEADERSHIP ACADEMY 2007 Leveraging Insights Ron McEachern Hong Kong, 2009
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
P. 2 ASIA LEADERSHIP ACADEMY 2007 Building A Powerful Consumer Brand In China China Brand Building Lays Case Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Managing Profitability 11. KPI’s and Performance Tracking 12. Managing HQ Expectations China Context
Background image of page 2
P. 3 ASIA LEADERSHIP ACADEMY 2007 There is Increased Complexity to The Consumer Landscape H&W Stop Go Life True to Core New Communicati on Changing Consumer Tougher Competition Increased Choices Consumers are In Control 3D / Experiential Models Needed Global + Regional New Value Players Clear Brand Identity Needed to Cut thru the Clutter Need Insight Depth / Rigor / Consistency Insights
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
P. 4 ASIA LEADERSHIP ACADEMY 2007 What Types Of Information (Insights) Would You Like To Have To Run Your China Business? Insights
Background image of page 4
P. 5 ASIA LEADERSHIP ACADEMY 2007 Insights Are Integral To Many Core Business Processes - Monitoring business progress; share, affinity, image, attitude - Annual Operating Plan development - Strategic Plan development - Innovation and R&D processes; concepts, prototypes - Test market design and monitoring - Creative development; impact, recall - Pricing and Promotions - Trade partnerships Insights
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
P. 6 ASIA LEADERSHIP ACADEMY 2007 HSBC – The Local Bank Insights
Background image of page 6
P. 7 ASIA LEADERSHIP ACADEMY 2007 Clear Insights Framework and Tools Can Provide…. Focus in Innovation Exploration Work Depth in Insights – With Consumer Discipline in the Innovation Process Consistency across markets in Approach + Measures Insights
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
P. 8 ASIA LEADERSHIP ACADEMY 2007 There Are Two Critical Tasks For Insights 1. Managing Day-To-Day business planning and monitoring 1. Supporting effective innovation and one-off business issues Insights
Background image of page 8
P. 9 ASIA LEADERSHIP ACADEMY 2007 Market DNA Market DNA Category/Customer Environment, Channel Consumer Consumption/Shopping behavior Competitor Competitive Context Company Brand Equity driven by: Affinity Quality Innovation Value Promotion Macro External Factors Insights Need A Consistent Approach To Insights To Manage Day-To-Day PepsiCo Calls This “Market DNA”
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
P. 10 ASIA LEADERSHIP ACADEMY 2007 X There Are Three Key Levers That Marketing Can Pull Penetration Frequency Amount Address barriers to consumption Innovate against new needs for greater share of occasions --------------------- Hunger fill Natural/Healthy Day Parts Target Underdeveloped Segments --------------------- Male/Female Age Emerging Cities X Local Consumer Insights Are Required…. .”6W’s” Insights
Background image of page 10
P. 11 ASIA LEADERSHIP ACADEMY 2007 Developed “Six W’s” Approach To Sorting Consumer Insights Who?
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/12/2010 for the course MBA na taught by Professor Rofessorcassiancheung,professordanyangxie,professordavidzweig,andprofessorheliwang. during the Winter '10 term at HKUST.

Page1 / 34

Insights Discussion - Leveraging Insights Click to edit...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online