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Today's marketing is about connecting with the customers, creating innovative relationships and providing unique experience locally and globally. Methods are numerous; the most innovative and customer &culture sensitive companies win the customers, i.e. the business.
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9.11.2012 Copyright Hanuman Consulting 1
HANUMAN CONSULTING
Customer Centric
Marketing to Global Markets
Abbreviatred from a lecture given in Metropolia Master’s Programme 10/2012
9.11.2012 Copyright Hanuman Consulting 2
= How to Connect with Customers Market and Culture Sensitively?
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- B2B
- B2C
- Personnel
- Subgroups
- Stakeholders
- Partners
- Governments
- Cultures
- Markets
- Owners
- Investors
- ...
Define the Customer
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Connected (not isolated)
Active (not passive)
Informed (not unaware)
What can you offer more than your competitors?
How do you connect and how you communicate?
Today’s Global Customer
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Geographical by place OR segmented by people?
Local vs. global.
How do you use the chosen market for
your advantage?
Terms: Market
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What is global today?
Glocal?
International?
Transnational?
Cultures, local spices, and peculiarities?
Terms: Global
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Taste
Customer Data & Cultures
Need
Desire
Preferences
Behavior
Activities
Purchase habits
Purchase
history
Hobbies
Demographics
History
Religions &
beliefs
Languages &
communication
Values &
mentality
Politics
Laws, regulations &
practice
Economic conditions
International
relations
Infrastucture &
technology
Competetive arena
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Cultures Affect Marketing
• Taboos (do’s and donts’)
• Communication channels
• Choice of message and media
• Technical aspects
• Advertising
• Product attributes
• Price (e.g. ref. brand)
• Product competitiveness
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Developed and Developing Markets
- Service, experience,
enjoyment, ”food
for mind” are valued
- Consumers are not
fools but info-savvy
- Consider the elderly
- Sell value-adds
- Be inventive in
marketing
- Price sensitivity
- Know your segment
- Satisfy basic needs
- Pack small
- Product samples
- Educate
- Be practical in
marketing
Developed Developing
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Getting to Know the Customer- Methods
• Market research
• Customer research (surveys)
• Academic research
• Service process/ design
• Customer journey
• Customer care
• Feedback
• Campaign results
• User experience (UX)
• User statistics
• Testing, experimenting
• Piloting
• Focus groups
• Theme discussions
• Crowdsourcing
• Co-creation (co-design)
• Service blueprinting
• Interview
• Questionnaire
• Observation
• Mystery shopping
• Etnography
• Stories
• Log book
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Data vs. Information
No amount of data is worth what the information is!
• Data must be dealed with.
• Only information creates results.
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CRM Lifecycle
Reduce marketing &
customer service costs
Find, attract & win new
customers
Learn about
customers
Nurture & retain
customers
Entice (former)
customers back
General rule: 20% of
B2B customers bring
80% of your revenue!
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• Acquisition cost highest long retention saves
• Long-term customers more loyal and less price conscious
• Importance of viral marketing and SoMe
• Old customers don’t need to be educated on process or product
• Known customers generally increase happiness among
employees & vice versa
• Customer retention rate (beginning of year vs. end of year)
• Churn rate
• Purchase rate
• Average retention rate
CRM Lifecycle Tools
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- Bundling products to packages
- Cross-selling
- Cross-promotions
- Loyalty programmes
- Ask to recommend
- Viral marketing
- Switching costs
- Leads, prospects and degree of loyalty
- Churn management
Customer value and level of service define!
Entice to a Relationship
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Customers should be dealed with differently based on their value:
- Profitability
- Potentiality
- Reference value
- Increase of learning and knowledge in the company
- New market entries
Identify Key customer values (KCV) from customer point-of-
view as well as from company-point-of-view!
Values of Customers
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Global Segmenting
- B2B market: location, type/size, product usage, size and
frequency of orders, supplier loyalty/ switching, delivery
requirements, trade category, business sector
- B2C market: location, demographics, brand loyalty, product
usage, benefits sought, brand perceptions, attitudes, socio-
economic characters, motivation, lifestyle, purchase behavior
and occasion, consumption behavior.
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Global Segmenting
- Market: opportunities, challengies, restrictions,
infrastructure…
- Culture: habits, what’s cool & last season, what rocks, taboos,
gender differences…
- People: social class, how they differ, what is similar…
How many segments can you differentiate?
How and which segment do you choose?
How do you profile and communicate your product to them?
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Customer Centric Marketing Process
Co
mp
any
• Brand
• Strategy
• Service agreement
• Owners & HR
Pro
du
ct
• Price
• Time
• Method
• PLC
• R&D
• Materials & needs
Cu
sto
mer
• Needs
• Wants
• Behavior
• Location
• CLC
• Segment
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Co
mp
any
• Brand
• Strategy
• Service process
• Service promise
• People
Pro
du
ct
• Price
• Time
• Method
• PLC
• HR
Cu
sto
mer
• Needs
• Wants
• Behavior
• Location
• Segment
Marketing
Communication
Service
CRM
Nurturing
Communication
Service
Customer Centric Marketing Process
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Customer Centric Marketing Communication
Today’s marketing communication has shifted from attention
seeking to dialogue with customers.
To know what kind of a dialogue you should have with your
customers, you must study, segment, and understand them.
Knowledge has become a competitive advantage in
successful marketing communication creation.
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- Advertising
- Sales promos & price off
- Rebates, bonuses
- PR
- Media & media management
- Campaigns, promotions
- Sponsorship & product
placement
- Follow buying behavior
- By image & brand
- Personality
- Teach customers & let
customers teach you
- Direct marketing
- E-commerce
- Personal selling
- Point-of-sales (POS)
- Internal marketing
- Use fans as informants
- Social media & sharing
- Sampling and coupons
- Free trial
How to Connect?
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Communication Mix
1. Who to say to (segmentation)
2. What to say (message/ positioning)
3. How to say it (innovativeness)
4. Where to say it (media selection)
5. When to say it (media scheduling)
6. How much to spend
7. How to measure results
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Contact & Challenge us!
Hanuman Consulting
www.hanuman.fi
maria@hanuman.fi
Tel. +358 40 5868899
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