Presentation Transcript

1. September 2012 Growing Global Sales: Advanced Marketing Resources www.ksrinc.com
2. About KS&R Founded in 1983 Held by small group of Principals HQ in Syracuse, New York. Offices in metro NY, Atlanta, Memphis and Frankfurt, Germany Growing steadily; currently more than 250 employees Named to Honomichl 50 Fortune 50, 500 and 1000 clients KS&R offers integrated research and consulting services to provide our clients with rich market insights they can use to improve their business performance and deepen customer relationships. We are a relationship-based firm whose unifying focus is to meet orexceed our clients’ expectations in the quality of research solutions we deliver and the responsiveness and efficiency in which we deliver them. Key pillars of our strategy/approach include: Top Notch Talent Best-in-class Methodologies Industry Expertise Technology Driven Adaptive Fiscally Sound Commitment to Excellence
3. KS&R’s Global Experience Finland Switzerland Switzerland Czech Republic Slovenia Slovakia Germany Germany Russia Denmark Israel China Canada Canada H H Belgium Netherlands H H H H Ireland H H H H H UK H H H H H France H H H H H H H H Italy Japan Japan H H H H H H Spain Portugal H H H H Bahrain, Kuwait, UAE, Qatar S. Korea S. Korea H Greece Turkey H H H US US Taiwan Taiwan H H H H H H Austria Hungary H H Hong Kong Hong Kong H H H H Mexico Mexico Philippines Philippines H Egypt H H Venezuela H Belize Coast Rica El Salvador Guatemala Honduras Nicaragua Senegal Indonesia H H H Thailand Thailand H H Ghana H H H H Malaysia Malaysia H H H H Nigeria Colombia Singapore Singapore H Ecuador H H Peru Peru H H Brazil Brazil H H H New Zealand New Zealand H Bolivia Angola H Australia Australia Paraguay H H Chile Chile H H H H Uruguay Kenya H H South Africa Tanzania Argentina Argentina Romania Poland Sweden Saudi Arabia Norway H H H India
4. Going Global – Common Client Questions Do customers in other countries want our products? How to we tailor our products for global markets? How do our products compare to global competitors’? Who should we target in new countries? Are we effectivelycommunicating our value proposition? Do we need to play up (or down) parts of our value proposition in other countries? What drives customer satisfaction in other countries? How can we better meet the needs of global customers? How do we improve customer acquisition / retention? Product / Service Development Messaging / Advertising Localization Customer Experience
5. Research Examples Product / Service Development Research Intended to Understand: Current goals objectives Current pain points Unmet needs Research Intended to Understand: Most valuable benefits, features, attributes Points of differentiation Research Intended to Understand: Optimal price point(s) Price / value perceptions Market share projections
6. Key Learnings Product / Service Development Developing markets can surprise Developing countries (Brazil, Russia, India, China) and emerging markets can often “leapfrog” more developed countries as they are not as burdened by legacy infrastructure. Market needs, product features and pricing must align Market needs will vary by geography, products / services will need to address those needs and be priced appropriately to gain traction in the market. One product; multiple value propositions A single product / service may have different value propositions in different markets; marketing efforts will need to reflect this reality.
7. Research Examples Messaging / Advertising Localization More General Messaging platform designed to communicate key elements of the brand and overall value proposition. Refine messaging to address broader regional issues (e.g., governmental regulations). Customize content to focus on specific elements of the value proposition of the messaging relevant at a local level (e.g., language / cultural issues). More Customized
8. Key Learnings Messaging / Advertising Localization Build a strong foundation Identify key pillars of the brand / product value proposition to develop a messaging platform that reinforces these foundational elements in all markets. Modular components enable flexibility Having multiple components of the messaging (e.g., proof points) that can be interchanged depending on the needs of a particular market makes customization easier. Translations are critical Even the strongest messaging platform can lose its value if it cannot be effectively translated into other languages.
9. Research Examples Customer Experience Identify elements of the brand that are most engrained in the market. Evaluate the degree to which existing perceptions impact influence the customer experience. Evaluate the sales process to understand: Sales staff performance Product options / availability Impact of pricing / discounting Assess post-sale and on-going customer support. Understand timeliness of, and satisfaction with, problem resolution.
10. Key Learnings Customer Experience Measure the whole customer experience Many focus on specific elements of the customer experience (e.g., brand perceptions only) and fail to get the whole picture. Connect the customer experience to business outcomes It is important to understand how performance on customer experience components (e.g., customer service) drives business outcomes (customer retention) to inform strategy. Correct issues before its too late Leveraging real-time feedback to improve the customer experience can correct issues before they become significant.
11. Questions?