HS285: Marketing Management
Class Five
June 11, 2013
Beth Goldstein
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Today’s
Class
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Just Us! Café’s Case
Chapters 15 – 16
Worksheet 15.1
Market Research
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ClickUs!
Just
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Cafés
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Canada’s first Fair Trade coffee
roaster
Commitment to our Core Values
Justice – 3 Pillars
Social
Environmental
Quality
People and the Planet
Before Profits®
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Cafés
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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?
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Exhibits
What do the other exhibits tell us about the
business?
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SWOT
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Strengths
Weaknesses
Opportunities
Threats
Marketing
Planning
Just
Us! Cafés
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Who are their competitors?
Kicking Horse
Starbucks?
Can they target new buyers?
Whom?
How?
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Cafés
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How can they become the first choice of a
‘place outside the home’ to enjoy coffee?
How can they expand their loyal customer
base?
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Cafés
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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?
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Cafés
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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
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Cafés
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How can they use their Grand Pre location
to attract visitors to its museum and viceversa?
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Cafés
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What about the retail market?
40% of sales from grocery stores
What’s YOUR marketing plan?
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Worksheet
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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?
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Tools
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Customer
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Discovery
style
Primary Research
Surveys
Focus Groups
Advisory Boards
Social media/web
Review sites
Interviews
Competitive
& Industry research
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Research
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Master
Its Rewards
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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 YOUR
COMPETITORS?
16
Click toDemographics
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Basic
What You Should Know
• Age
• Family status
• Education
• Industry
• Company Size
• Services/Products
purchased
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Psychographics
Attitudes
Values
Personality
ClickCycle
Life
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Buying a house
Starting a family
Career change
Stage of Growth
Regulatory Activities
Decision Maker’s
Career Goals
Maximum
to differentiate!
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Life Cycle Events
Psychographics
Demographics
WhattoMakes
A Survey
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titleSuccessful?
style
1. Format
1. Word Selection
1. The list
1. Turn Data into
Knowledge
1
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: Format
How totitle
Choose
Why: Begin @ the End…What’s the Goal?
What: Questions you want answered
Who: Audience
Where: Demographics
When: Timeline
How: Your Tool
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I. Surveys:
Pro’s
List options
Customers more likely to
open
Can direct to website or
other method of responding
Be creative to get it opened
I. Surveys:
Mail
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Con’s
Costs
BRE’s typically
required
Challenge of
getting responses
Can’t clarify
questions
Time
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I.
Surveys:
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Pro’s
Already have a
relationship
Might be preferred
method of communicating
Customer courtesy
Bonus conversations
I. Surveys:
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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
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I. Surveys:
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Pro’s
Interactive
Affordable
Immediate
Test
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Online:
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Con’s
SPAM
Dreaded delete button
2:
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Word Selection: Choose Wisely
Open Ended-Comments
Closed
Yes/No
Rank Value
Check Items
Order Items
3:
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ListMaster title style
Customers/Members
Former Customers/
Members
Prospects
Partners
Employees
Other???
4:
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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?
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Analyze
the Results
Carefully
Questions
Everytitle
Survey
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Should Include:
1. How would you describe xyz company
to a friend or colleague?
2. How likely are you to refer xyz
company/product to a friend or
colleague?
Scale 1 – 10 (Net Promoter)
3. If you could choose ONE factor only,
what is most influential in your decision
to purchase______
Net
PromoterWill theytitle
Recommend
You?
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Source: Netpromoter.com
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Master
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What’stoaedit
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
Click Check
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Out a Few
title Surveys
style
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Assess
through
research
Example – Fashion consignment retailer
Generations
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Gen X (28-43) 37%
Gen Y (18-27) 23%
Boomers (44-65) 36%
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Variation
by Master
store location
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Gen Y
Gen X
Boomers
TOTAL
23%
37%
36%
176
31%
34%
38%
Thayer St
39%
33%
21%
Charles
18%
40%
36%
219
27%
39%
25%
Wellesley
10%
16%
62%
Portsmouth
17%
33%
41%
They are browsing for themselves
Primary reason for a visit:
Shop for myself
Browse
Find great deal
37%
25%
16%
Consign
12%
Special purchase
Buy for friend
2%
1%
Other/no response 6%
40
…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?
Q: Which of the following
types of stores
do you shop at most
frequently?
60% Click
shop off-price
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Brand name
Vintage outlet malls
clothing
8%
5%
Consignment
Shops
20%
Specialty stores
17%
Designer
boutiques
5%
41
Off-price
apparel
27%
Department
stores
18%
60%
Gathering
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MasterData
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Late
August
2012
Launch
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Meacham
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Survey
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Meacham
MasterResults
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~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
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Meacham
MasterResults
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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? (1 very dissatisfied - 5
exceeded my expectations
Results: 4.6
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Meacham
MasterResults
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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
Click to editNet
Meacham
Master
Promoter
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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!)
Which
MOST
Important
in
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Choosing an HVAC Provider?
Price
HVAC Reputation
Courtesy of technician
Variety of brands offered
Other
Most
Important
in Choosing
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HVAC Provider
Brands
2%
Courtesy
24%
Other
18%
Price
8%
Reputation
48%
CaseClick
Study:
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ABCMaster
Credittitle
Union
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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
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Case
Study:
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ABC Credit
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Union
Snail mailed survey to 5000
members-selected more younger
members to boost response
Incentive- First 10 receive a $25
VISA Cards IF respond online
8.6% response rate
27% mailed
73% completed online
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Case
Study:
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When you think of CU, what initial words
or thoughts come to mind?
Customer Service/service
Convenient/convenience
Friendly
Great
Helpful
Easy
66
37
36
33
18
14
ABC Case Study: Communication
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Gen Y Gen X Boomers
Communication
Email Newsletter
ALL
57%
18-27
Mature
28-43
44-61
62+
59% 63%
58%
40%
Cell Phone
4%
7%
3%
4%
2%
Website Messages
33%
39%
42%
28%
11%
Paper Newsletter
45%
55%
38%
45%
60%
Message on phone
system
4%
4%
6%
1%
4%
Periodic phone calls
3%
1%
2%
5%
2%
Newspaper Advertising
4%
6%
5%
4%
2%
Branch
Brochures/flyers
14%
21%
11%
17%
9%
Direct Mail
27%
27%
27%
29%
31%
Statement Flyers
13%
14%
14%
13%
15%
In person at a Branch
11%
20%
9%
12%
9%
Through Employer
3%
6%
3%
4%
2%
Give
A Reason
Line
Up
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10 Tips to Boost Survey Success
Click to Tip
Survey
edit#1
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Keep It Simple. Don’t confuse your
respondents by asking them to do anything
other than complete the survey. This will
dilute your message and have a negative
impact on your response rates
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Survey
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Use Clear And Concise Questions. Make
sure that the survey is easy to complete
and understand. Speak directly to your
audience in an easily understandable tone
and style. The easier the survey is to
complete, the better the response rates will
be.
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Survey
edit#3
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Offer A Gift For Participating. Make sure
you’re offering an item that will be an
incentive to your target audience. For
example, being entered in a sweepstakes
to win a USB flash drive or a weekend
getaway can have a strong impact on the
response rate.
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Survey
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Assure Confidentiality. Respondents will
be more likely to share honest responses
with you if you let them know that what they
say will be confidential. If you ask for e-mail
addresses, assure them that responses
won’t be linked to names and you will not
sell/use their e-mail address.
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Survey
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Thank Them. This fundamental courtesy
applies to all business communications.
Thanking respondents for their time can
only help to further promote your image as
a company that cares about its customers.
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Survey
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Tell Them Why. Why should they give you
10 minutes? If the results will help you
make decisions that will improve their lives
or help you develop products that meet
their needs, let them know that. They can’t
read your mind, so make sure they know
why they’re spending their time doing this
for you.
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Survey
edit#7
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Highlight What They Get. It’s important
that you not only offer a gift but also clearly
explain when, why, and how the winner will
receive it, and then follow through on your
promises. Let the entire survey list know
who won the giveaway. This is one more
opportunity to communicate with them.
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Survey
edit#8
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Send From The Most Appropriate
Person. If receiving a letter from the
company president or customer service
director will have a strong impact on
response rates, then use this technique.
Click to Tip
Survey
edit#9
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Include A Space For Comments. People
may want to share additional thoughts with
you. You never know what other
information they might want to tell you.
Customers can have the best suggestions
for products and sometimes advertising
venues.
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Survey
edit#10
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Allow A Variety Of Responses. Many
times we are tempted to request one
method of communication (online, fax,
mail). But the more options you can offer
for response, the higher your response rate
will be.
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Survey
edit#11
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Give Them Something Unexpected.
Underpromise and overdeliver works in
every venue of business life. If you promise
them 10 methods to increase response
rates, then give them 11 ways, just as I
have done here.
Click Review
Let’s
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a Classmate’s
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Click to Questions
Survey
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What’s the goal of THIS survey?
Is this effective?
What questions would you change?
Would you change the order?
How would you encourage responses?
Click Class
Next
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June 13
Book: Lucky By Design: Chapters 17 – 18
Case: Healthcare for the Homeless:
Changing with the Times
Guest Speaker: Jennifer Powell, The
Excellent Writers Group
Formerly with the Boston Herald
www.excellentwriters.com