customer and culture centric marketing

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


= How to Connect with Customers Market and Culture Sensitively?


- B2B

- B2C

- Personnel

- Subgroups

- Stakeholders

- Partners

- Governments

- Cultures

- Markets

- Owners

- Investors

- ...

Define the Customer


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


Geographical by place OR segmented by people?

Local vs. global.

How do you use the chosen market for

your advantage?

Terms: Market


What is global today?

Glocal?

International?

Transnational?

Cultures, local spices, and peculiarities?

Terms: Global


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


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


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


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


Data vs. Information

No amount of data is worth what the information is!

• Data must be dealed with.

• Only information creates results.


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!


• 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


- 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


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


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.


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?


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


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


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.


- 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?


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


Contact & Challenge us!

Hanuman Consulting

www.hanuman.fi

[email protected]

Tel. +358 40 5868899

customer and culture centric marketing

Documents