HS285: Marketing Management Class Five June 11, 2013

1. HS285: Marketing Management Class Five June 11, 2013 Beth Goldstein

2. Today’s Class • Just Us! Café’s Case • Chapters 15 – 16 • Worksheet 15.1 • Market Research

4. Just Us! Cafés • Canada’s first Fair Trade coffee roaster • Commitment to our Core Values • Justice – 3 Pillars • Social • Environmental • Quality • People and the Planet Before Profits®

5. Just Us! Cafés What’s happening to growth in revenues? • Exhibit 3 – page 15 • Revenues from 2006 – 2007 grew at ?% • Revenues from 2007 – 2008 grew at ?% • What about Cafés on their own? • As a percentage of total revenue?

6. Exhibits • What do the other exhibits tell us about the business?

7. SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

8. Marketing Planning at Just Us! Cafés • Who are their competitors? • Kicking Horse • Starbucks? • Can they target new buyers? • Whom? • How?

9. Just Us! Cafés • How can they become the first choice of a ‘place outside the home’ to enjoy coffee? • How can they expand their loyal customer base?

10. Just Us! Cafés • Is the product offering enough? • Should they expand their product line? • Why? • Should they remain ‘faithful’ to fair-trade ingredients only? • What about local ingredients?

11. Just Us! Cafés • What would you do with their current marketing program? • $20,000 marketing budget for 2009 • Projected sales of $6 million – 0.3% YIKES • How about online & social media? • Website: http://justuscoffee.com • Facebook • Pinterest

12. Just Us! Cafés • How can they use their Grand Pre location to attract visitors to its museum and vice-versa?

13. Just Us! Cafés • What about the retail market? • 40% of sales from grocery stores • What’s YOUR marketing plan?

14. Worksheet 15.1 Secondary Research • What did you discover about the industry your company is in? • What’s the key value proposition/message described by others in the industry? • Hot topics/buzzwords? • What else do you need to learn?

15. Tools for Customer Discovery Primary Research • Surveys • Focus Groups • Advisory Boards • Social media/web • Review sites • Interviews • Competitive& Industryresearch

16. Research Has Its Rewards • What do you need to know??? • Who are they? • What influences purchases? • When they buy? • Where they gather data? • How they find YOU? • How they find YOURCOMPETITORS? 16

17. Basic Demographics • What You Should Know • Age • Family status • Education • Industry • Company Size • Services/Productspurchased

18. Psychographics • Attitudes • Values • Personality

19. Life Cycle Events • Buying a house • Starting a family • Career change • Stage of Growth • Regulatory Activities • Decision Maker’s Career Goals

20. Maximum Opportunity to differentiate! Life Cycle Events Psychographics Demographics

21. What Makes A Survey Successful? • Format • Word Selection • The list • Turn Data intoKnowledge

22. 1: Format – How to Choose • Why: Begin @ the End…What’s the Goal? • What: Questions you want answered • Who: Audience • Where: Demographics • When: Timeline • How: Your Tool

23. I. Surveys: Mail Pro’s • List options • Customers more likely to open • Can direct to website or other method of responding • Be creative to get it opened

24. I. Surveys: Mail Con’s • Costs • BRE’s typically required • Challenge ofgetting responses • Can’t clarify questions • Time

25. I. Surveys: Telephone Pro’s • Already have a relationship • Might be preferred method of communicating • Customer courtesy • Bonus conversations

26. I. Surveys: Telephone Con’s • Timing is critical • Scripted • Time consuming • Expensive if outsourced • Training required if in-house • May need to purchase numbers Do Not Call Registry Rules

27. I. Surveys: Online Pro’s • Interactive • Affordable • Immediate • Test

28. Online: Cons Con’s • SPAM • Dreaded delete button

29. 2:Word Selection: Choose Wisely • Open Ended-Comments • Closed • Yes/No • Rank Value • Check Items • Order Items

30. 3: The List • Customers/Members • Former Customers/Members • Prospects • Partners • Employees • Other???

31. 4: Turn Data Into Knowledge • What will you do with the data? • So What Factor? • How will you analyze it? • How will they answer it? • What questions are MOST important?

32. Analyzethe ResultsCarefully

33. Questions Every Survey Should Include: • How would you describe xyz company to a friend or colleague? • How likely are you to refer xyzcompany/product to a friend or colleague? Scale 1 – 10 (Net Promoter) • If you could choose ONE factor only, what is most influential in your decision to purchase______

34. Net Promoter- Will they Recommend You? Source: Netpromoter.com

35. What’s a Good Net Promoter Score? Winners and Losers Apple – 71% Nordstrom's – 66% Amazon – 76% Verizon – 37% T-Mobile – 8% Most useful for tracking and benchmarking YOUR own performance over time

36. Let’s Check Out a Few Surveys

37. Assess through research • Example – Fashion consignment retailer

38. Generations Gen Y (18-27) 23% Gen X (28-43) 37% Boomers (44-65) 36%

39. Variation by store location

40. They are browsing for themselves Primary reason for a visit: • Shop for myself 37% • Browse 25% • Find great deal 16% • Consign 12% • Special purchase 2% • Buy for friend 1% • Other/no response 6% …can’t ignore a great bargain… 78% I always find a surprise in my visits Q: What is your primary reason for a typical visit to a [client] Store?

41. 60% shop off-price Q: Which of the following types of stores do you shop at most frequently? Brand name outlet malls8% Vintage clothing5% 60% ConsignmentShops20% Specialty stores17% Off-price apparel27% Designer boutiques5% Department stores18%

42. Gathering Critical Data LateAugust 2012 Launch

43. Meacham Customer Survey

44. Meacham Survey Results ~200 responses to Post Service and Maintenance Survey • How would you describe our company, Meacham Heating Cooling& Energy Solutions,to a friend or colleague? • On a scale of 1-5 please rate the ease of scheduling? 1 very difficult - 5 extremely smooth • Results: 4.7

45. Meacham Survey Results • Did the Technician Arrive on time? • 93% Yes • If No, Were you notified in advance? • 5% Yes • On a scale of 1-5, how did we meet your expectations? (1very dissatisfied - 5 exceeded my expectations • Results: 4.6

46. Meacham Survey Results • On a scale of 1-5, How courteous was the technician? • Results: 4.9 • Did the technician do anything that was memorable or stood out to you (positive or negative?) • Comments

47. Meacham Net Promoter On a scale of 1 -10 how likely are you to refer us? (1 never - 10 most definitely) • 86% stated 9 or 10 • 4% stated 1 – 6 NET PROMOTER IS: 86% - 4% = (that beats Apple!)

48. Which is MOST Important in Choosing an HVAC Provider? • Price • HVAC Reputation • Courtesy of technician • Variety of brands offered • Other

49. Most Important in Choosing an HVAC Provider

50. Case Study: ABC Credit Union • Challenge: Losing Gen Y Members • Goal: ABC needs to better understand the satisfaction levels and needs of members, especially by generation • Method: Members selected randomly with emphasis on boosting response from Generation Y & X