Muder Chiba

Landscape PainterMap the topography of the market Chart course for category and brandAnd do it naively

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This Presentation

1The Evolving Need 2The Scope

3The Study

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The Evolving Need

The background and the brief

1

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Genesis

There comes a time in the life of a brand where one needs to

stop , analyze ,reflect and decide on the direction it needs to take…

+ Input marketing program design+ Spark off innovation + Design communication+ Maximize tactical sales impact+ Get ‘real’ with the competitive response

Map the market anew

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Situation Analysis

• Back to drawing board time ‘Naïve listeningDraw up map outlinesFill in topography

Chart course

Need: Landscape Pa inter

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Why Naive Listening?

• “I find it scandalous that in spite of the empirical record we continue to project into the future as if we were good at it, using tools and methods that exclude rare events. Prediction is firmly institutionalised in our world. We are suckers for those who help us navigate uncertainty, whether the fortune- teller…or civil servants using phony mathematics”

• “What I call Platonicity…is our tendency to mistake the map for the territory…when these ideas and crisp constructs inhabit our minds , we privilege them over less elegant objects , those with messier and less tractable structures…”

Nassim Nicholas Taleb, The Black Swan

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2 The Scope

The information, the source

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Landscape Painter

• The essential difference

Focus beyond end users only

Consider all players in the market

Stark numbers tell only part of the story

Holistic understanding of the market – trends, rules/policies …

GOING BEYOND THE “STANDARD U&A” in SPIRIT & EXECUTION

The Questions

What is the size

and structure of the present broad categor

y market

?

What knowledge exists about product and it’s methods

of use ?

What changes are afoot

in the perceptio

n , attitude

and usage of product?

What are the triggers

and barriers

for usage?

What is the

openness to newer alternativ

es / methods/ products/

usage?

What are the factors likely to

affect the market

(government , regulatory …) ?

What are the practice

s of usage across

segments?

Demographic and

psychographic profile of the

consumers of

the differen

t product

s?

Who are the decisio

n makers in the usage and

why?

Who are the stakeholders involved in the entire process of selling and

consuming? What roles

do they play ?

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Muder Chiba

Match

With

At A Glance…

Internal SWOT and Strategic Objectives

The Overarching EnvironmentPolicies, rules, trends in prevalence ,policy perspectives…

End Users : awareness, attitudes/values (+ve& -ve), penetration, user profile, disposition to products, attitudes to products, brand awareness and usage, need gaps

Manufacturers : competitive scenario and the basket of products /brands offered

Demand Side Supply Side

Emergent Market Strategy

Service providers : availability, distribution, pricing, imagery

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3 The Study

The study and its delivery

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Stakeholders

End Users

The Category UniverseGovernment Policies

NGOs

Manufacturers

Retailers

Related Service Providers

Putting It All Together …

Collection of secondary data

Discussions with Industry Experts, NGOs, Regulatory ,

and manufacturers

Qualitative Study among the end users

Output of the study

Understanding of End-user profiles triggers and barriers to usage, openness to new, stakeholders

role in the selling process

Quantitative study among end consumers

Qualitative study among retailers / Service Providers

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Muder Chiba

4 Next Steps

The Heavy Lifting…

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Absorb , Integrate, Synthesize ,Reflect, Articulate , Decide ,Act

Putting It All Together… Team Workshop

Decide on :Scope of exercise

muder.chiba@gmail.com