Market & Customers

Market Segmentation
Customer Segmentation
Fundamental insights into customer value
Market analysis
Marketing & Sales
Campaign management
Product & service design
Loyalty concepts
POS/assortment strategies
Pricing and marketing communication strategy
Sales activation

FRUGAL product framework
Readiness assessment: roughly target market/customer segment and development strategy
What are Customers requirements?
Which alternative best (adapt an existing product vs develop from scratch)?
Market analysis: detailed target market/customer segments
What is the market volume/expected growth?
What are customer requirements? Explain in detail?
What is target price?
What is price range and revenue model?
Product design: developing the concept for technical solution
What product features are required and what are not?
What are product costs?
Value chain configuration: developing the value chain concept
Marketing/sales: channels?
Production/logistics: footprint?
Roadmap: summarizing concepts and defining next steps
What is your business case?
How would you define risk management for your business?
How would you implement your planning & strategies and how would you monitor them?



Developing your business model
What are critical success factors considering the competitive environment?
What preferences do target customers have and how can these be served?
Which factors influences the growth of the relevant market?
How you will design a business model for your business in order to be successful in market?
Developing framework
How do you differentiate from competition regarding your effort to customers and franchisees?

POWER BRAND
Brand energy
Brand clarity
Precision of the brand image/personality in the awareness of the clients
Brand uniqueness
Differentiation of the brand in comparison to other brands in the market based on the consumer
perspective.
Brand attraction
Emotional & rational attractiveness/fit of the brand in relation to the target

Brand mass
Brand awareness
Brand recall and recognition in the relevant market
Brand usage
Degree of achieved brand conversion among the consumers in the relevant market
Brand ubiquity
Availability and coverage in the relevant market

HOW TO BECOME A POWER BRAND- CONGRUITY OF CUSTOMER & BRAND VALUE
CUSTOMER
Value Preferences Perception
Needs Desires Aspirations
The individual absorbs a brands promises and projections, tests it against his/her individual value and
need profile.
BRAND
Brand communication Functional attributes
Brand name, symbols Users Projection
By all marketing activities, esp. communication and design, or by its user peer group a brand address a
certain set of values and transport a brand promises.

FRUGAL product design approach
Define the features which are required as well as features that are not required to fulfill market
requirements and customer needs
How will you prioritize features?
How would you define alternatives for feature realization?
Defining a relationship between features and components
Make sure that each feature is covered by at least one component.
How would you estimate range for component cost?
How would you derive target specification from rough component cost and competitor
benchmarks?
How would you calculate target costs for every component based on target specification?
How would you calculate total product cost and adjust target specification cost if necessary.