Más contenido relacionado Similar a Consumer Life Cycle Research - Brand Pioneers 2012 (20) Consumer Life Cycle Research - Brand Pioneers 20123. The Era of more...
More Brands
More Media
More Interaction
More Choice
More Knowledge
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6. HOW DO WE.....
win the HEART of the consumer?
beat competition?
make a profit (ROI)?
7. NOKIA CASE
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8. NOKIA CASE
What went wrong?
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14. Consumer Life Cycle
Principle
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15. Consumer Life Cycle
Monitoring
Online Brand Performance Tool
Holistic Thoughtful On demand Founded
16. Holistic
TOM
Preference
Spontaneous
NPS
Aided
Loyalty
Recognition
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Buying
Association
Criteria
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Consideration
Buying
Intention
20. Essential Elements
1. Well thought adoptive questionnaire
2. Real consumer opinions
3. Robust IT infrastructure
4. Intuitive user interface
21. KPI’s
Know Want Try Buy Love
KPI’s: 95% | 90% 75% | 72% 50% | 53% 25% | 21% 4% | 2%
Deodorant Market Netherlands
April 2012
N=500
Nat. Rep. on age, region and gender
22. CLC Benchmark
Deo Market
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Deodorant Market Netherlands
April 2012
N=500
Nat. Rep. on age, region and gender
23. Image grid
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25. Promise
Better understanding of your marketing budget
(cost reduction)
What really matters when consumers buy
(risk reduction)
What drives consumers to stay loyal and become
brand lovers
(Financial growth)
27. Results
More accurate strategic market information
complete picture of your brand’s current competitive position
Better strategic decisions
Better performing brands
What gets measured, gets done!
31. Product Product
Frustration Ideas
Green fields
Innovation