identifying needs
TRANSCRIPT
Random customer shops at the AS dealer
Criteria Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 sellMuch needs = a lot of effort
Criteria Male55
Female67
Male75
Female61
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 Female67
Female61
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 Female67
Female61
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
AGE 25 – 35 ?
Criteria Male26
Female31
Male28
Female34
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 Male55
Female67
Male75
Female61
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 Male55
Female67
Male75
Female61
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 Males50-65
220 Females60 -75
…
Service
Quality
Price level
Accessoires
…
Reads Magazine A
Magazine B Magazine C
Influenced by
Children Children MD
Availability
Independent
Online Chain
• Focus with more detail• See trends• Compare new and old groups• Becomes more reliable
Do not trust me or your own feeling but rely on data
• Own network• Manage inconsitencies• Implement continuity• Update every Q and discuss outcome• The personal influencer • Communitize future target groups