Best Practice Workshop: Technology Roadmapping Brno, 5th February 2013 Conducting Market Intelligence: a fast approach Ing. Tomáš Avrat (South Moravian Innovation Centre)

1. Best Practice Workshop:
Technology Roadmapping
Brno, 5th February 2013
Conducting Market Intelligence:
a fast approach
Ing. Tomáš Avrat
South Moravian Innovation Centre
My introduction
• More than 25 years experience in Marketing
• Various positions: Marketing Manager, Brand
Manager, Strategic Marketing Manager, Innovation
Manager, CMI (Consumer Market Intelligence)
Manager
• Both Ad agencies and clients Paul Hartmann,
Heineken
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2. Content
My talk:
Market Intelligence in a Nutshell based on
experience from Global Corporation and small
company
More info: web, books, studies…
Market Intelligence?
IS NOT
• market research only
• a guarantee of success
• quick win
• money wasting
• to have any amount of figures, statements,
insights
• must
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3. Market Intelligence?
IS
• valuable strategic tool
•
•
•
•
being ahead of competitors
being more sure
avoiding of stupid mistakes
source of growth
• to have understanding
• to have rights answers
• option
Market Intelligence?
Market Intelligence
Business Intelligence
Market intelligence is the information
relevant to a company’s markets, gathered
and analyzed specifically for the purpose of
accurate and confident decision-making in
determining market opportunity, market
penetration strategy, and market
development metrics
Business Intelligence refers to skills,
processes, technologies, applications and
practices used to support decision making.
Business Intelligence often aims to support
better business decision-making and as such
can be defined as a decision support system
• outside the company
• look from the window
• doing the right things
• inside the company
• look in the mirror
• doing the things right
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4. Deliverables of MI
Identify and formulate
strategic issues arising
from consumers/market
Comprehensive analyses &
perspective
Re-enforce one version
of the truth
(C/C)MI?
THE SECRET WEAPON OF COMPETITIVE ADVANTAGE
To understand consumers / customers and market dynamics better
than competitors and to know better how to apply this intelligence
to business processes and decisions.
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5. Market Intelligence?
Does the company need MI?
YES
, but appropriate level (Mix of MI and BI)
The level (mix) depends on:
• Business segment
• B2B or B2C
• Company strategy
• Creator or Follower
• Economy of scale or tailor made products
• Economy x Mainstream x Premium (price/value ratio)
• Company / Product cycle
• Rational or Intuitive Management
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6. Before you say YES
Strategic level not operational level (decision making point of view)
company management interest
choice not duty
Company issue not any team issue (collecting data point of view)
nearly all employees interest
Continual not ad hoc
beneficial in long-term (the older the better)
cheaper, more relevant, more valuable
Before you say YES
Centralized & decentralized not the only one
centralized outputs, decentralized inputs
top-down & bottom-up
Investments not costs
beneficial in long-term
should not be an issue of budget cuts
Systematic not chaotic
rules, guidelines, forms, responsibilities, reports, periodicity
define minimum level of info (mix of MI & BI)
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7. YES, let’s do it
Allocate sources
In order of priority
1. People – crucial issue
Open minded, analytical, combine various perspectives, creative,
perfect knowledge of company business, …
2. Time
and …
3. Money
Especially info about trends are for free
YES, let’s do it
Define Human Resource
1. One person -> Core Team (marketing, R&D) ->
Extended Team (Marketing, Sales, Purchase,
Production, Development, Finance) -> whole
company
2. Forms, Reports, meetings, workshops,..
3. Reward & Motivation
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8. YES, let’s do it
Define your Area of interest = Define
your „product“
Air conditioning in offices = To keep requested air temperature
EXPECTED
LEVEL
Low costs, low noisiness, remote control
EXTENDED
LEVEL
Choice of aroma, quality of air (sea air), ..
POTENTIAL
LEVEL
Aromatherapy (automatic programs to
energize, to prevent flu, ..)
YES, let’s do it
Define your Shakeholders
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9. Low-cost Inputs?
Examples:
• Conferences, seminars
• Sales team of competitors
• Universities
• Dissertations (be proactive – cooperate)
• Talk with your suppliers
• Ask your Association
• Internet, social media
Low-costs Inputs?
• JWT Intelligence
• The Truth about ..
• Havas reports
• Trend watching
• Accenture
• McKinsey
• CEB Iconoculture
and many, many more…
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