Post on 11-Jul-2015
transcript
PIBA 2.0www.puynhope.com
… does not look at pecifications
… does not make assumptions from experience
but listens to customers pectations
- leading position to enlarge market share
- Sustainable strategies
- Understanding customers and share information
- Information available internal and external sources
• Current customers
• Potential customers
• Current dealers
• Potential dealers
• Future customers
to define better POS, concepts, strategies, services and products
Data vs. information !
You cannot aim at a customer if you do
not know what drives him or her!
Random customer shops at the AS dealer
Criteria Male
55
Female
67
Male
75
Female
61
Why? Personal service Personal service Personal service Personal service
Service 5 5 5 5
What is service? Def A Def B Def C Def D
Quality 5 5 5 5
Price 2 5 3 4
Assortment 1 2 3 2
Brand 2 1 2 2
Local 5 4 5 5
Looks …
Delivery speed …
Why not chain Big Always someone
else
Not personal No service
Potential customer shops at chain
Criteria Male
55
Female
67
Male
75
Female
61
Why? Assortment Warranty Quality Brand
Service 5 5 5 5
Quality 5 5 5 5
What is
service?
Def A Def B Def C Def D
Price 2 5 3 4
Assortment 4 2 3 3
Brand 4 3 5 5
Local 2 3 2 3
Looks …
Delivery speed …
Why not
independent
Rely on one
person
Quality changes What if the ind.
stops
Contingency
This enables you allready to target the
specific potential group
Rely on one person Quality changes What if the ind. stops Contingency
Certified dealer by AS Quality products Worldwide available Spare parts available everywhere
If you know what the target drives,
you can aim your activities and promotions
Criteria Male
55
Female
67
Male
75
Female
61
Conclusion
Service 5 5 5 5 5
Quality 5 5 5 5 5
Price 2 3 3 4 3
Assortment 4 2 3 3 3
Brand 4 3 5 5 4,2
Availability 5 4 5 5
Color … … … …
Influencer
External target
group X
Criteria Male
55
Female
67
Male
75
Female
61
Conclusion
Service 5 5 5 5 5
Quality 5 5 5 5 5
Price 2 3 3 4 3
Assortment 4 2 3 3 3
Brand 4 3 5 5 4,2
Availability 5 4 5 5
Color … … … …
Influencer
Criteria Sales 1 Sales 2 Marketer
1
Manager Criteria
Service 4 5 5 4 4,5
Quality 4 5 4 5 4,5
Price 5 5 3 5 4,5
Assortment 2 2 2 2 2
Brand 2 2 2 2 2
Availability 4 4 5 5 4,5
Color … … … … …
Influencer
External target
group X
Internal, what do
we think the target
group X responds
Criteria Male
55
Female
67
Male
75
Female
61
Conclusion
Service 5 5 5 5 5
Quality 5 5 5 5 5
Price 2 3 3 4 3
Assortment 4 2 3 3 3
Brand 4 3 5 5 4,2
Availability 5 4 5 5
Color … … … …
Influencer Children
Criteria Sales 1 Sales 2 Marketer
1
Manager Conclusion
Service 4 5 5 4 4,5
Quality 4 5 4 5 4,5
Price 5 5 3 5 4,5
Assortment 2 2 2 2 2
Brand 2 2 2 2 2
Availability 4 4 5 5 4,5
Color … … … … …
Influencer MD
New sales &
marketing insights
managerial information
External target
group X
Internal, what do
we think the target
group X responds
Criteria Male
55
Female
67
Male
75
Female
61
Conclusion
Service 5 5 5 5 5
Quality 5 5 5 5 5
Price 2 3 3 4 3
Assortment 4 2 3 3 3
Brand 4 3 5 5 4,2
Availability 5 4 5 5
Color … … … …
Influencer Children
Criteria Sales 1 Sales 2 Marketer
1
Manager Conclusion
Service 4 5 5 4 4,5
Quality 4 5 4 5 4,5
Price 5 5 3 5 4,5
Assortment 2 2 2 2 2
Brand 2 2 2 2 2
Availability 4 4 5 5 4,5
Color … … … … …
Influencer MD
Enables you to focus on and
understand your customers
needs
External target
group X
Internal, what do
we think the target
group X responds
Criteria Male
55
Female
67
Male
75
Female
61
Service 5 5 5 5
Quality 5 5 5 5
Price 2 3 3 4
Assortment 4 2 3 3
Brand 4 3 5 4
Availability 5 4 5 2
Color … … … …
…
25 22 26 23
Selecting easy target groups
to generate sales
Criteria Male
55
Female
67
Male
75
Female
61
Service 5 5 5 5
Quality 5 5 5 5
Price 2 3 3 4
Assortment 4 2 3 3
Brand 4 3 5 4
Availability 5 4 5 2
Color … … … …
…
25 22 26 23
Selecting easy target groups
to generate sales
Less needs = easy to sell
Much needs = a lot of effort
Criteria Male
55
Female
67
Male
75
Female
61
Service 5 5 5 5
Quality 5 5 5 5
Price 2 3 3 4
Assortment 4 2 3 3
Brand 4 3 5 4
Availability 5 4 5 2
Color … … … …
…
25 22 26 23
Easy target Women in 60s
Is the target group specific enough and
what is the potential of this group?
Criteria Female
67
Female
61
Sum
Service 5 5 10
Quality 5 5 10
Price 3 4 7
Assortment 2 3 5
Brand 3 4 7
Availability 4 2 6
Color … … …
…
22 23
Easy target Women in 60s
With this information we can build a new
concept that fits a bigger target group?
Criteria Female
67
Female
61
Sum
Service 5 5 10
Quality 5 5 10
Price 3 4 7
Assortment 2 3 5
Brand 3 4 7
Availability 4 2 6
Color … … …
…
22 23
… we allready know what USP´s to communicate
Easy target Women in 60s
Criteria Male Female Dealers …
Service 5 5 10
Quality 5 5 10
Price 3 4 7
Assortment 2 3 5
Brand 3 4 7
Availability 4 2 6
Color … … …
…
Sales conversations
We are prepared without using assumptions!
Identify need of future groups
Criteria Male
26
Female
31
Male
28
Female
34
When are you willing
to buy
ASAP Others tell me … …
What kind of service … …
Price level? …
Pay yourself
Configurate yourself
Never give away pole position!
Develop new products and services?
Criteria Male
55
Female
67
Male
75
Female
61
Sum is 4 p’s
Service 2 1 2 3 Less
Quality 5 5 5 5 High
Price level 300 250 300 350 Medium
Accessoires Charger Bluetooth Charger Charger Chargable
… …
Reads Magazine A Magazine B Magazine C Magazine D No adverts
Influenced by Children Children MD Children Focus on
influencers
Availability Independent Online Chain Online Sales online and
by chain
Develop new products and services?
Criteria Male
55
Female
67
Male
75
Female
61
Sum is 4 p’s
Service 2 1 2 3 Less
Quality 5 5 5 5 High
Price level 300 250 300 350 Medium
Accessoires Charger Bluetooth Charger Charger Chargable
… …
Reads Magazine A Magazine B Magazine C Magazine D No adverts
Influenced by Children Children MD Children Focus on
influencers
Availability Independent Online Chain Online Sales online and
by chain
Keep on collecting data
250 Males
50-65
220 Females
60 -75
…
Service
Quality
Price level
Accessoire
s
…
Reads Magazine A Magazine B Magazine C
Influenced
by
Children Children MD
Availabilit
y
Independen
t
Online Chain
• Focus with more detail
• See trends
• Compare new and old groups
• Becomes more reliable
• Own network
• Manage inconsitencies
• Implement continuity
• Update every Q and discuss outcome
• The personal influencer
• Communitize future target groups
• Manager successful business start-up
• Advice at start-ups
• Successful accelleration (to 258% per year)
• Repositioning
• Product introductions
• Product development
• Service development
• Concept development
Offline OnlineProduct reg. Sales meetings
Data Information
Use information correctly
Keep ahead
Keep learning
PIBA 2.0
Offline OnlineProduct reg. Sales meetings
Data Information
Use information correctly
Keep ahead
Keep learning
PIBA 2.0
PIBA 2.0
PIBA 2.0
Be the best in customer insights
Keep learning by proper implementation
Everybody can tell you what the best way is to present your
website and brochures
´We need to do it completely different. It should be white and
based on feelings, not on specs ……´Creative genius
´No it is allmost perfect, add more white specifications …..´Hippo with a degree
Do both and use free tools to measure the conversion
- Change text as much as you like, buttons, pictures etc
- Only the customers decide what they want to hear and …..
next year they want to hear something else!
So keep experimenting and use the results in all your communication
Select the winners!
A B
- You don´t know most of the end users
- Only feedback is from dealers and most of the time it is about margins
- Competition will take these steps to maximize profit
- Business is changing to online sales. Be there and make sure to have competitive products and services
- Give the right information in your S&M materials
- Start now. The more information, the more reliable is the information
- …
Most of your competitors do not have a decent Business Accelleration Strategy!
- 1 month of gathering in- and external information
- 1 month of creating forms and analyzing tools
- 1 month of implementation
- 3 months for changing texts and images for optimizers and transfer knowledge on this subject
Then you:
- have a good BA strategy, prepared for future needs and demands!
- do not have to guess anymore or use assumptions about customer needs
- have a strong and sustainable sales and marketing tool
- are able to influence conversion rates
Puynhope Interim Marketing Managers
www.puynhope.com