September 2013
Growing Global Sales: Advanced Marketing Resources
www.ksrinc.com
Mike Nash
Dan Gaffney
Principal
Relationship Manager
315.470.1350
315.470.1350
mnash@ksrinc.com
dgaffney@ksrinc.com
About KS&R
KS&R Quick Facts
 Privately owned firm
 Celebrating our 30th year in 2013
Recognized as an Industry Leader
 Syracuse, NY headquarters
 Offices in NY, Atlanta, Memphis, Seattle, and
Frankfurt
 250+ employees – diverse staff of market
research, marketing sciences, and IT
professionals
 Fortune 10/50/500/1000 clients
 Focus on both domestic and global markets
CHQ: AXA Equitable Towers
•
120 Madison St, Syracuse NY
•
Occupy 14th and 15th Floor
•
85 seat call center in Syracuse, NY
1
Global GDP Growth
Source: IMF estimates.
2
2014 Projected GDP – Region Specific
2014 Global Growth: 3.8%
3.3%
2.2%
2.7%
2.7%
3.7%
3.2 %
7.7%
1.2%
6.3%
5.9%
3.2%
2.9%
Source: IMF World Economic Outlook
3
Going Global – Common Client Questions
How big is the market opportunity?
Market Assessment
What does the competitive landscape look like?
Do our products align with the needs of the market?
Who should we target in new markets?
Market Communication
Are we effectively communicating our value proposition?
Do we need to play up (or down) parts of our value
proposition in other countries?
Are customers satisfied with our products today?
Performance
Measurement
How can we better meet the needs of global customers?
What do we need to do to grow our business globally?
4
Market Assessment - Overview
Client Questions
How big is the market opportunity?
Research Approaches
Less
Sophisticated
Secondary Analysis
How many, how much, growth
trend?
What does the competitive
landscape look like?
Who and why?
Do our products align with the
needs of the market?
How and purchase intent.
SME Interviews
Qualitative Research
Quantitative
Research
More
Sophisticated
5
Market Assessment – Key Learnings
Developing markets can surprise
• Developing
countries (Brazil, Russia, India, China) and emerging markets can often
“leapfrog” more developed countries when buying products.
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.
6
Market Communication - Overview
Global
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 relevant at
a local level (e.g., language /
cultural issues).
Worldwide
Regional
Local
•
North
America
APAC
Japan
China
US
More
General
More
Customized
7
Market Communication - Key Learnings
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.
Keep business partners in mind
• Your
brand may often be reflected by individuals you do not “own” (e.g., indirect
sales partners).
8
Performance Measurement - Overview
Brand
Perceptions
Product
Enhancement
•
Evaluate product features to
understand:
•
What is critical in the purchase
process
•
What features are “nice to have”
•
What changes can be made to
enhance value
Customer
Service
•
Identify elements of the brand that
are most engrained in the market.
•
Evaluate the degree to which
existing perceptions impact and
influence the brand.
•
Assess post-sale and on-going customer
support.
•
Understand timeliness of, and satisfaction
with, problem resolution.
Increased Sales
9
Performance Measurement - Key Learnings
Improve your product; improve your brand
•
Often product associations impact perceptions of the larger brand; it’s easier for customers to
identify product-level improvement opportunities, so start there.
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 near real-time feedback to improve the customer experience can correct issues
before they become significant.
10