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Core services of

BRiO

Your products have goals and objectives to be achieved in the market. But

you cannot manipulate market and consumers as you wish. That’s why you

require well-established marketing strategy and well-devised plans. BRiO will

tell you the requirements, changes, and responses of market and consumers

in your words.

2011

SEG

Brio

2011-04-11

2

MARKET FEASIBILITY ASSESSMENT

You may want to know how likely you are going to succeed with your new products or in a

new market, especially when:

  When you are launching new products into markets

  When you are entering a new market with your existing products

  When you plan to develop new products

You have to estimate the market size and profitability in those cases to develop

strategies and plans for marketing your products. Most companies do that, but based on

the economical principles. We suggest you look at the consumers or customers. What

responses are you expecting from them, or what responses they will show to your products?

Of course, responses of consumers or customers depend on the characteristics of your

products and competitiveness. Basically we check following elements, and provide good

estimation on the feasibility of your products based on them.

1. The final value that the products provide

2. Consumers’ use practices and purchase behaviors

3. The trend or modifications of consumers’ needs, use behavior, etc.

4. Evaluation and response from early adopters or opinion leaders

5. Environmental influences, like government policies and changes

6. Expected responses of competitors

It’s easy to assess competitiveness of new products within pre-existing product classes.

But assessing feasibility of a new product is not easy, because we do not know overall

practices or habits of using the product. We need to understand the ‘ultimate benefit’ of

product (listening music in case of music CDs or MP3 players), and what value those

products have to the consumers.

3

BRAND STRATEGY CONSULTING

Brands leave identities or images within consumers’ minds, whether they are vague and

weak or clear and strong. Brand strategy is the shape of those images you want to make

within the consumers’ minds.

Consumers do not form images of your brand as you intend. They form images based on

all their experiences with your brand. So, how would you achieve the shape of image as you

want?

Here you need good brand strategy. You have to formulate your brand system and

identity beforehand, then define brand platforms, and finally tactical decisions like

positioning, etc.

It requires deep understanding of the core values that your brand provides, the

relationship between your brand and consumers, and good assessment of influences on

consumers that exposure to your brand increments.

Many thinkers like David Aaker and Philip Kotler emphasize that brand is not owned by

the company, but it lies within the consumers’ mind. It’s not a tangible object you can

manipulate on.

BRiO provides brand strategy consultancy. We suggest the most feasible brand concept

and identity based on consumer research. Then we provide possible paths you may follow

and how to administer and monitor them with relevant measurements,

4

MARKETING STRATEGY ASSESSMENT AND ESTABLISHMENT

Once you have assessed the feasibility of your products and established brand strategies,

you need more specific marketing strategies and plans to achieve business targets. You

have to assess the position and marketing strategy of your products if they already exist.

And they you go to establish new strategies.

Marketing strategy covers decisions on segmentation, targeting positioning,

communication strategies, and so on. They are not translated directly into marketing tactics,

e.g. marketing mix decision makings, but guide the decisions on the latter.

Generally following elements are included in the consideration:

- The strengths and weaknesses of your products

- Differentiation points of your products

- Market positions of competitors

- Requirement of customers or consumers

- Contents, channels, and moods of core message

Many think that strategic marketing decisions are given from marketing research results

directly, which is simply not true. For example, decision on whether or not to differentiate

your brand from competitors is much more important than how to differentiate yours from

others. And many big successes come from CREATING new values or product categories.

BRiO delivers not just the survey results, but advises on your decisions. In order to achieve

that, BRiO developed many sophisticated analysis methodologies and theoretical models.

5

BRAND-CONSUMER RELATIONSHIP MEASUREMENT

Many theorists suggest the development stages of brand-consumer relationships

something like: aware à use experience à more use à bonded. Many companies use

similar measurements to base objectives and targets of their marketing programs and plans

on.

BRiO developed a sophisticated measurement system, which not only measures the stages

of consumers on the ladder of the relationship, but also sheds light on the major differences

between each group of consumers. We identified factors that influence the formation of the

relationship as follows:

  The relevance of positioning concept of products with consumers

  Saliency of the brands

  Consumers involvement to the product category

  Consumers’ predisposition towards communication messages

  Consumers’ loyalty to competitors

  Consumers’ evaluation of / satisfaction with products

  Consumers’ emotional bonds with brands

  Consumers’ buying tendency from promotional activities or price-sensitive

purchases

The strategies, even though at the same level of loyalty to brands, can be much different

depending on what is the major factor in hindering higher loyalty. BRiO provides good

understanding of the dynamics between brand and consumers.