New PDF release: Customize The Brand

By Nilson T.H.

This e-book explores the more and more vital subject of name development in the one-to-one suggestion. It explains the best way to in achieving what all sellers dream a couple of services or products personalized for every person consumer that's either an outstanding worth for the buyer and a ecocnomic enterprise for the manufacturer. It makes use of functional instruments and case reports to teach how an organization can optimize its model advertising assets.

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Extra resources for Customize The Brand

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The sensible, long-term approach is to adapt the brand proposition to the different categories. It is to use the methods of customized branding to make the proposition interesting and relevant for both supplier and customer. One day the customer may move to another segment of the market, and the loyalty gained from providing an interesting offer when money was tight will be rewarded with many purchases. Segmentation is an internal technique for brand management, not for external use. A customer is only interested in personal attention.

However, to split a customer group into 43 different segments is a waste of time as it is impossible and unproductive to work with such a wide range. Between 3 and 6 segments is a good starting point, and staying at that level allows all involved to keep track of the segments. In due course, subsegments within the main groups can be developed if appropriate, but the experience is that this rarely happens in practice. Even Tesco with its sophisticated approach apparently rarely applies more than 12 segments, although it has been claimed Tesco can define 1 million different segments among its 8 million active customers.

This chapter is an introduction to the subject. WHAT IS THE BIG NUMBER? Business and marketing strategy is not a mathematical science. It is, as explained earlier, ‘grey’. That is why the concept of a Big Number is so useful as it simplifies the ‘numbers game’, it pulls out what is really important and allows everyone to forget about the rest. The danger is that, with vast amounts of data, there is 50 Customize the Brand always something new and interesting emerging. Chasing all these trails will lead nowhere and the focus will be lost.

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