Industry research
& Market positioning
1、Industry prospects and market opportunities analysis
Analyze the external environment of the industry development and the competitiveness of enterprises, and screen out the core business direction and competitive advantage of enterprise development. The analysis methods include SWOT(Strengths Weaknesses Opportunities Threats), PEST, and QCDMS.
2、Market positioning research
Market positioning research, that is, on the basis of market opportunities analysis, subdivide the market and fully assess the attractiveness of the product segment market and the competitiveness of the enterprises, and clarify the target market and product positioning.
The criteria for market segments include geographic factors, demographic factors, psychological factors, behavioral factors, etc. The assessment indicators of market positioning include estimating market size and market potential of segment market, assessing the competitors' positions in the segment market and the enterprise's possible market shares in this market, accounting costs and profits and determining profit space.
3、Usage habits and attitude research
U&A research is devoted to understanding consumers'purchase, use, habits, attitudes and other information about a product or service, and to providing information about brand competitive situation in the market.
The research content includes:
- How to find market opportunities for existing or new products?
- How to effectively subdivide the market, select the target market and determine product positioning?
- How to develop a marketing mix strategy?
- How to evaluate enterprise's marketing activities?
The research will help enterprise understand:
- Product penetration level and penetration depth
- Characteristics of product use and purchase groups
- Usage habits and purchase habits of target consumers, including product types, packaging specifications, frequency of use, and usage methods
- Preferences such as usage time, usage places, usage occasions, usage quantity, price to be paid, etc.
- Market performance of major competitive brands, aiming at brand cognition, advertising cognition, brand penetration rate, and brand's most common usage rate
- Brand loyalty, brand attraction and product attraction, brand image, brand strengths and weaknesses for competitive analysis.
New product development
New product development includes seven aspects: obtaining product ideas, demand analysis, product planning/design, product realization, pre-assessment of new products, optimal management of product iteration, and product pre-delivery evaluation.
1Product ideas, that is, obtain users' demands and provide input for new product ideas. The specific content includes business development needs, user research, feedback from users and business departments, and the revelation of competition.
2Demand analysis, that is, start from users' demand, mine the real motivation of users, verify the feasibility of new product ideas, and transform it into product demands/functions.
3Product planning/design, that is, refine feasible new product features, prioritize and schedule implementation plans. Common analytical models include the location method of four quadrants technique and the KANO model.
4Product realization, that is, each department cooperates to realize the product according to the development plan.
5re-assessment of new products, that is, before the launch of the product, by inviting target users to participate in product evaluation, to improve the success rate of new product listing, save R&D and marketing costs and avoid losses due to careless mistakes in products. The main assessments and models include user acceptance testing (multi-dimensional product acceptance testing model), price testing (PSM model), ad delivery testing (advertising content and delivery channels), and product usability testing.
6Optimal management of product iteration, that is, take appropriate optimization and improvement measures for the work difficult points put forward by participants in product operation and implementation and the bad perceptible points of the user experience, and verify the effectiveness of the measures after optimization to ensure that the product iterative optimization effect is consistent with expectations.
7Product pre-delivery evaluation, that is, pre-delivery estimation for new products that have been iteratively optimized for several times after the launch, and determine whether products with the current status are suitable for handing over to the Product Department for management. The commonly used analytical method is the five-dimensional evaluation method.
Marketing strategy research
Including the provision of marketing mix strategy, marketing strategy implementation and activity analysis for enterprises.
1、 Provide a marketing mix strategy, that is, develop strategies for product positioning, product prices, product mix, sales channels, promotion, etc. to enter the target market.
Product decision-making, that is, provide advice and strategies in the core of the product (the basic benefits or utility that purchasers expect to derive from the product), the shape of the product (specific forms to meet different needs of consumers such as product quality, style, brand, packaging, etc.), the added value of the product( Sales and after-sales service).
Pricing decision, that is, analyze the relationships among price and cost, corporate marketing objectives, market demand, market competition, and provide advice and strategies for enterprises' products or service pricing. Analytical methods include GABOR GRANGER analysis methods, price sensitivity test, BPTO analysis methods, etc.
Sales channel decision-making, that is, select the most effective and economical channel types in the main sales channels of products, and accelerate enterprise products to be transferred to consumers in a timely, appropriate, economical and convenient way. Promotional decision-making, that is, tailored to the specific circumstances and needs of the target market, help enterprises flexibly choose and apply the best promotional form in advertising, public relations and business promotion, etc.
2、 Marketing strategy execution and control analysis, that is, concretize marketing strategies into a comprehensive marketing action plan, and help enterprises evaluate and adjust the target market, product positioning, marketing mix strategy at the same time, and drive continuous optimization of the marketing action plan. Specific research content includes market situation analysis, marketing objectives, marketing strategies, marketing
Advertising research
Advertising research includes both pre-advertising testing and advertising effect evaluation.
1、 Pre-advertising testing
After making the draft advertisement, inspect the advertisement before the launch, check the existing problems in the advertisement scheme, and find the most effective advertisement scheme. The main content includes two aspects: advertising design testing and channel testing.
The test methods are:
Product concept test: Display a product concept or a set of alternative product concepts that are initially set by the enterprise in front of a group of target consumers to obtain their reactions. The product concept is usually required to be described by daily text or pictures, including concept screening test, concept attraction test and product template test.
Understand the reaction test: To understand the specific views of consumers on advertising through interviews, focus symposiums, questionnaires, etc.
Vision test: Test the trajectory of the gaze point when the consumer views the advertisement through the experiments to study which advertising elements are the focus of consumer attention, and whether consumers watch the advertisement according to the design intention of advertising.
Instant exposure test: Teat the remarkable degree of advertising composition elements,, primarily used for the testing of print ads.
2、 Advertising effect evaluation
Provide a complete evaluation system that integrates the characteristics of specific market activities and evaluate services for different assessment purposes.
Evaluation items: ad arrival rate, ad comprehension, ad search rate, purchase willingness, ad sharing rate, etc.
Research methods: mainly questionnaires and interviews with target consumer groups.
Tracking after product launch
Tracking after product launch includes brand awareness monitoring, product and service awareness monitoring, etc.
1、 Brand awareness monitoring
Provide brand awareness monitoring after the launch of the product, that is, accumulate and analyze the changing trend of brand performance in the long term through brand indicators evaluation, and provide a basis for brand decision making through the brand matrix.
Tracking detection items: brand awareness, brand association, brand satisfaction, brand loyalty.
Research duration: Conduct weekly, monthly, bimonthly, four times a year, seasonal tracking surveys according to the specific requirements of the enterprise for the frequency of data collection.
Research methods: questionnaires, mystery customers, observation diaries, etc.
2、 Product and service awareness monitoring
After listing, collect product or service-related information oriented to target users and markets, and analyze the performance of enterprise products or services in the market through evaluation indicators, bid for competitors at the same time and improve the quality of enterprise products or services.
Tracking detection items: product satisfaction (quality, pricing, type), service satisfaction (quality, channel), product purchase willingness, service purchase willingness, etc.
Research methods: in-depth interviews, mystery customers, observation diaries, questionnaires, etc.