Consumer Insight Archives

Segmentation based on Generation

Posted on November 12, 2012 by Drypen | 0 Comments

Segmentation based on Generation Beyond during gender, age, income, ethnic heritage, education, or other demographic variables for segmentation, many marketers target generational cohorts. This approach doesn’t require the use of psychographic information to enrich the demographics. It does possess some…

Consistent consumer segmentation execution

Posted on January 31, 2011 by Drypen | 0 Comments

Consistent consumer segmentation execution Follwing are questions you need to answer when consumenr segmentation is under execution. What is your current segmentation approach and model?Do you leverage different segmentation type -value, behaviour and need based segmentation in conjunction?Do you understand how the segmentation…

Building online customer relationship

Posted on December 29, 2010 by Drypen | 0 Comments

Building online customer relationship JUST FOR a moment, I’d like everyone to take off their advertising hat and become a consumer, with passions, needs and preferences. Think about a brand which you feel a particular connection with, one that helps…

Indulgence – A Positioning Strategy for premium biscuits category – Escapist Advertising

Posted on December 23, 2010 by Drypen | 0 Comments

Indulgence – A Positioning Strategy for premium biscuits category – Escapist Advertising A campaign for Sunfeast’s premium range of biscuits uses the “indulgence” positioning, which has become a hallmark of this category, but with a twist. The premium biscuits category…

Value creation becomes more important than ever

Posted on December 13, 2010 by Drypen | 0 Comments

Value creation becomes more important than ever The handwriting has been on the wall for a long time, but a lackluster economy and ongoing financial turmoil have underscored the broad trend that has fundamentally altered how private equity investors make…

Consumer engagement: From new media to TVCs

Posted on October 18, 2010 by Drypen | 0 Comments

“I was at the Cannes Lions this year and Mark Zuckerberg from Facebook was there. He’s looking for the same answers,” says Charles Courtier , global CEO, MEC. The question is one that has been vexing the entire marketing communications…

Consumer Segmentation insight

Posted on September 28, 2010 by Drypen | 0 Comments

Each organization needs to assess its current capabilities to develop relevant customer segmentation and to translate this analysis into differentiated customer experiences. Relevant Consumer Segmentation insight: What drives your existing customers in terms of attitudes, needs and behaviors? How are…

Word of Mouth (WOM) has re-emerged as an important Marketing Phenomenon

Posted on September 7, 2010 by Drypen | 0 Comments

Word of mouth (WOM) has re-emerged as an important marketing phenomenon, and its use as a customer acquisition method has started to attract renewed interest (e.g., Godes and Mayzlin 2009; Iyengar, Van den Bulte, and Valente 2010). Traditionally, WOM’s appeal…

Brands relation with its customer – A Consumer Insight

Posted on September 1, 2010 by Drypen | 0 Comments

Brand is more than a name. It is a relationship based on an assurance, a promise and trust. Successful brands deliver these timeless values, build on them and resonate not just with the immediate needs of consumers but also their…

Harnessing word of mouth

Posted on June 4, 2010 by Drypen | 0 Comments

Harnessing word of mouth The rewards of pursuing excellence in wordaof-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match. Yet many marketers avoid it. Some worry that it remains…