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THE MARKETING CLINIC

THE MARKETING CLINIC. Success Springs From Understanding The Consumer Fully Understanding Regional Preferences Greg Tucker, The Marketing Clinic. Greg@marketingclinic.com . S T R I C T L Y P R I V A T E A N D C O N F I D E N T I A L. What we do.

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THE MARKETING CLINIC

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  1. THE MARKETING CLINIC Success Springs From Understanding The Consumer Fully Understanding Regional Preferences Greg Tucker, The Marketing Clinic. Greg@marketingclinic.com STRICTLYPRIVATEANDCONFIDENTIAL The Marketing Clinic 2009

  2. What we do We deconstruct the consumer consumption experience to understand which parts of that experience generate what emotions and why. Preference is: Positive Emotions Delivered The Marketing Clinic 2009

  3. The Consumer Interaction • Just like a story or a film – every Consumption Experience has a beginning, a middle and an end • There is a story to be unravelled – the taste journey • At key ‘Plot points’ (eg encounter, adverts, aroma, mid mouth, aftertaste etc) emotional shifts are triggered. These must be understood to ensure the consumer (audience) gets the right experience …… The Marketing Clinic 2009

  4. Regionality: So What? • Just as there are regional dialects – so there are Taste Dialects • These exist across UK – just as they exist elsewhere • Many markets are broken up nationally – is it not better to segment emotionally? • If so – we must use all the clues available to understand what is motivating and important The Marketing Clinic 2009

  5. Regionality: So What? • Only by understanding the what & the why of Regional Taste Dialects can you see why consumer taste preferences have developed as they have • Only then can you speak to your consumers in ‘Their Language’ The Marketing Clinic 2009

  6. ‘Preference Is: Positive Emotions Delivered’ • Preference is learnt – it is not innate • This is true in any consumer interaction with brands/products • Different stimuli – eg. flavours - have different emotional associations by culture/age/region. • A Consumption Experience triggers certain emotions • It is these emotions that consumers like/prefer – rather than the flavour itself. The Marketing Clinic 2009

  7. A New Perspective • By viewing the Consumption Experience from multiple perspectives – emotions – memory – events we explore what the drivers are • Critically – we map which taste/texture triggers which precise emotion and how they fit the Need State/specific consumption event. A new perspective: • This allows us to see the Consumption Experience from other points of view… So, which way is up? The Marketing Clinic 2009

  8. Regional Palates: Scotland • Scotland: • Is it haggis? • Is it N&T? • Is it DFMB? • Should we think Water Of Life? • None of the above…… The Marketing Clinic 2009

  9. Regional Palates: UK ‘Dialects’ The Marketing Clinic 2009

  10. Regional Dialects Like Harry Beck: We can make sense of what is happening in London! The Marketing Clinic 2009

  11. Regional Palates: Not Just A UK Phenomenon The Marketing Clinic 2009

  12. Regional Palates • Understand the way ahead better • Clearer consumer understanding • Spot trends faster • Speak to consumers in their language and nuanced for their needs • Better Product Development Needs • Deeper Consumer Understanding The Marketing Clinic 2009

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