Brand Box 2 - Know Your Market - The Marketer's Ultimate Toolkit

KNOW YOUR MARKET
KNOW YOUR MARKET
2
GROWTH
Know Your Business
Brand Architecture
Branding
Positioning
Know Your Consumers
Profiling
Segmentation
Insights
Pricing
Know Your Market
Competitve
Binary Analysis
Predatory Thinking
What’s the Big Idea?
Launch or NPD
Innovation
Communications
How to Say It
Advertising Idea
Tone & Messaging
When and Where to Say It
Media Strategy
Connection Idea
Channel Planning
ACTIONS from INSIGHTS

DEFINING YOUR MARKET
WHAT CATEGORY ARE YOU IN?

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“What category are you in?”
It seems such a basic question, but often the answer is not really considered. When you
look at the difficulties of positioning in today’s marketplace you need to make sure you’re
at the top of your market, and you’ve got enough people in it. Some talk about it as making
sure your market is an inch wide and a mile deep.
Defining your category is required before you consider your competitive set. Be very
specific about your category as it will determine your audience and therefore shape your
position within that market.
The Market
Defining your market is the most important business shaping decision you can make.
Amongst other things it:
• Defines your competitors
• Defines your consumers
• Determines your position in that category
• Determines your strategy for growth
Defining
your
Market

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Competition is Not Always Bad
A competitor, or two, or three, usually adds credibility to a category, which tends to broaden the market rather than hurt the specialist.
Google’s competitors
A year ago, Google only listed two competitors...
...Now they have listed over ten by name.
Why?
Google have expanded their Internet services and in doing so moved onto the turf of
competitors like Yelp.
The boom of social networking sites is putting pressure on Google’s advertising revenue.
Specialist search engines like monster.com and kayak are becoming very popular.
There’s also the emergence of mobile applications on platforms like the iPhone, which
allow you to directly access a web product without using a search engine.

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Porter’s 5 Forces Analysis
In Porter’s famous model
he outlines forces that can
influence your business
and prosperity.
http://www.quickmba.com/strategy/porter.shtml
Competitive Rivalry
within an Industry
Number and size of firms
Industry size and trends
Fixed vs. variable cost bases
Product/service ranges
Differentiation strategy
Bargaining Power
of Customers
Buyer choice
Buyer size/number
Change cost/frequency
Product/service importance
Volumes
Threat of New Entrants
Entry ease/barriers
Geographical factors
Incumbents’ resistance
New Entrant strategy
Routes to market
Bargaining Power
of Suppliers
Brand reputation
Geographical coverage
Product/service level quality
Relationships with customers
Bidding processes/capabilities
Threat of Substitute
Products
Alternative’s price/quality
Market distribution changes
Fashion and trends
Legislative effects

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Market Leader or Challenger Entrant?
Where being a challenger can go wrong
You only want to grow the market if you’re market leader. If a challenger grows the market they “give away” a disproportionate share and
strengthen the leader’s position. First, we will take you through how this happens, then we will show you how to use predatory marketing
to gain market share from your competitors.
1. The first to market
• Owns 100% and obtains leadership positioning
• Gains Top Of Mind (T.O.M.) awareness, distribution and critical mass advantages
Market Leader
Market Share = 100%

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2. Challenger entrant establishes market share
Market Leader
Market Share = 80%
Challenger
Market Share = 20%

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3. Challenger often inadvertently grows market
• Over 55% of advertising is misattributed to the brand leader, giving T.O.M. awareness, distribution and critical mass advantages
Market Leader
Market Share = 90%
Challenger
Market Share = 5% Market Leader
Growth

PREDATORY MARKETING
How to grow at the expense of stronger competitors

KNOW YOUR MARKET
PREDATORY MARKETING
11
What is it? A concise definition of predatory marketing:
Identifying the weakness that arises out of your competitors’ greatest strengths and using
these to your advantage. It means growing at the expense of your competitors.
This is a different way of thinking as there is a temptation to simply copy existing
brands and communications; but you need to avoid merely looking for parity with your
competitors.
Comparing your strengths with your competitors’ allows you to focus on your relative
strengths and grow them at your competitors’ expense.
A good example of this is Burger King vs. McDonald’s. Initially the market was dominated
by McDonald’s, whose key strength was their consistency. Burger King focused on this
strength and grew their market by offering the ability to customise your burgers.
Predatory
Thinking
Inflict the greatest damage and make response difficult.

KNOW YOUR MARKET
PREDATORY MARKETING
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Repositioning the Competition
Nutri-Grain was winning the battle between these two cereals by using the positioning
of Nutrition vs. Iron Man Food. Weet-Bix looked at their relative strengths and found the
following piece of information:
• Weet-Bix = 3.2 % sugar
• Nutri-Grain = 32% sugar
They then used advertising, comparing the amount of sugar in Nutri-Grain to various
unhealthy snacks to reposition the battle towards low sugar vs. high sugar.
VS.
It ran for 10 days, they spent $1 million media: $50 million to
bottom line
The result?
Sugar ContentLow High
Weet-Bix Nutri-Grain

KNOW YOUR MARKET
PREDATORY MARKETING
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A Case Study on Repositioning: Skins
Objectives
To increase sales per year by 100%, to increase distribution, to become market leader in
the athletics undergarment category by 2006 and to make the brand famous.
Skins decided it needed to break away from the elite athlete market and attract the much
larger audience of “gym junkies”, runners, tennis players and cricketers. To do this they
would have to overcome the following challenges:
•• Limited budget - their annual budget was equivalent to one monthly spend for some of
the competition
•• High product cost - cost per unit was $50-60 higher than the competition
•• Getting men into tights
•• Getting the brand known
•• Battling against the big name competitors
The campaign was based on two insights: “Sports stars as a group are not our heroes”
and “we’ve become a little cynical about celebrity endorsements”. Skins doesn’t pay sport
stars to wear their products, elite athletes pay Skins.
The Result
The result was an ROI of 694%. Skins sales were up on average 454% year-on-year and
the total number of annual distribution outlets 570%.

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PREDATORY MARKETING
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Predatory Tools of the Trade
When taking on the market leaders in your category, you need the right tools. The tools on the
following pages will help you structure your business and marketing for maximum predatory
impact.
They are:
• SWOT Analysis
• Competitive Mapping
• Innovative Entrant Modelling
• Competitor Reaction Modelling
• Best Practice, Next Practice
• Competitor Match-Up
• Competitor Duke Out
• Driver Correspondence Mapping

KNOW YOUR MARKET
PREDATORY MARKETING
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SWOT Analysis
STRENGTH WEAKNESS
OPPORTUNITY THREAT
A SWOT analysis is a great tool to help
forge a direction for your company in the
context of your current market situation.
Conduct a SWOT analysis for yourself and
also for your competitors, allowing you to
predict and prepare for their next move
while making your own.

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PREDATORY MARKETING
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Competitive Mapping
You can use this tool to help map out exactly
who are your competitors. This will help you
gain a better picture of exactly who your
competitors are.
Direct Competitors
same noun and verb
Economic
different noun/verb
Alternative
same noun
different verb
Substitute
different noun
same verb
Noun = Name
Verb = Action

KNOW YOUR MARKET
PREDATORY MARKETING
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Competitive Mapping Example: Hybrid Cars
Direct Competitors
same noun and verb
Economic
different noun/verb
Alternative
same noun
different verb
Substitute
different noun
same verb
Noun = Name
Verb = Action
Honda Civic Hybrid
Toyota Prius
Carbon Banking
Green Housing
Holden Astra
Ford Focus
Public Transport
Scooter
Bicycle
Walking

KNOW YOUR MARKET
PREDATORY MARKETING
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Competitive Mapping: Gloria Jean’s Coffee
Direct Competitors
same noun/verb
“Espresso Coffee”
Economic
different noun/verb
Alternative
same noun
different verb
“Quick Coffee”
Substitute
different noun
same verb
“Caffeine Hit”
Noun = Name
Verb = Action
Starbucks
McCafe
Coffee Club
Michel’s
Local cafe
Snacks
Soft drinks
Better lunch
Petrol
Cigarettes
Instant coffee
Filtered coffee
Caffeine soft drink
Tea
Easy Way “bubble
drinks”

KNOW YOUR MARKET
PREDATORY MARKETING
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Innovative Entrant Modelling
Entrant 1 Entrant 2
Entrant 3 Entrant 4
Often a brand’s strength or weakness
only shows up in the light of a truly strong
competitor. Thinking about what a truly
innovative brand might do if they entered
your market, may give you a chance to
pre-emptively defend against not only
your current competitors but the broader
competitive set. To use this tool you pick an
entrant and decide: given their brand what
would they do if they entered the market?
Then see if this can give you any ideas or
opportunities. Repeat for 4 entrants. E.g:
Google, Apple, Virgin, Aussie Home Loans,
Harry Potter, Tesco, YSL, Sass & Bide,
Chanel, Armani, Ferrari, etc.

KNOW YOUR MARKET
PREDATORY MARKETING
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Competitor Reaction Modelling
Competitor 1 Competitor 2
Competitor 3 Competitor 4
Use the same process as the previous
page, but use your current competitors.
How might they react or counterstrike
against any major marketing positionings,
initiatives or promotions that you bring to
market? Does this give you any ideas or
opportunities?

KNOW YOUR MARKET
PREDATORY MARKETING
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Best Practice, Next Practice
Choose an industry completely unrelated
to yours. Evaluate interesting concepts
they have implemented and consider how
these could be applied to your business.
Interesting idea or practice from
an unrelated industry
How could this idea be adapted and
implemented in your industry?
The Idea Generator, Ken Hudson 2007

KNOW YOUR MARKET
PREDATORY MARKETING
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Competitor Match-Up
What is your selling proposition? What are your strengths? What are your weaknesses?
What is your main competitor’s
selling proposition? What are their strengths? What are their weaknesses?
The Idea Generator, Ken Hudson 2007

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PREDATORY MARKETING
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Competitor Duke Out
You’re operating in a competitive environment. You need to know what your competitors are saying so you can either trump
or nullify them. Start by filling out what your competitors are saying and then work out your response.
THEM US

KNOW YOUR MARKET
PREDATORY MARKETING
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Driver Correspondence Mapping
This tool allows you to prioritise marketing
and communications on particular
messages, given a market context. To use
this tool effectively you first require a list
of all the features that add value to your
customers. For each one, you need to know
how important that is to your customers
currently, from minus 10 to plus 10. You also
need to know relative to your competitors,
whether it’s a relative strength or weakness
from minus 10 to plus 10. Once you have
that information, you put the corresponding
feature in the box according to its customer
importance from minus 10 to plus 10.
ConsumerImportance
Parity
Fix
Market Leader
(+ve)
or Brand Share
(-ve)
Communication
Keys
Lower Priority Education
+10
-10
Rel. Weakness Rel. Strength
-10 +10

KNOW YOUR MARKET
9 BUSINESS GROWTH STRATEGIES
26
9 Business
Growth
Strategies
9 Business
Growth
Strategies
Dr J Sheth and
G Morrison
1. Entrenchment
2. Switching to Intermediaries
3. Mandatory Consumption
4. Going International
5. Broadening Horizons
6. New Applications
7. New Situations
8. Repositioning
9. Redefining Markets
Winning Again in the Marketplace: Nine Strategies for Revitalizing Mature Products, J Sheth, G Morrison 1984

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1. Entrenchment
Increase your market share by removing business from your competitors
2. Switching to Intermediaries
Rather than marketing directly to your primary consumers, sell the product to
“intermediaries”, people who can resell the product more efficiently
3. Mandatory Consumption
This is only viable if environmental change is positive for the consumer. It
involves manipulating the market so the consumer views the product as a
necessity, i.e. lead-free petrol is a necessity
4. Going International
Sell your product globally. This works well when your product is universal
and relevant to a variety of cultures
5. Broadening Product Horizons
Expand the product’s use by investigating possible secondary uses, i.e.
originally orange juice was viewed as a drink only for breakfast. Juice
companies broadened their horizons by marketing it as a healthy alternative
to soft drink
9 Business
Growth
Strategies

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6. New Applications
First identify the functional purpose of your product, then identify other
purposes and apply these new purposes to create product growth, i.e.
baking soda is not only a cooking product, but a cleaning product with a
variety of different applications
7. New Situations
For a product to be revitalised, new situations to market the product need
to be explored. The product or service may need to be marketed to a new
place or given a new image. For example, the refrigerator was revitalised
when a smaller version was released for use in an office or as a convenience
product, not just a necessary one
8. Repositioning
This is the process of revitalising a product’s image so that
it applies to new markets. When successfully implemented, repositioning can
create greater product sales. For example, Campbell’s Soups successfully
repositioned its soups from being a side dish to a healthy main meal, as a
result gaining a broader market of health conscious, but busy adults
9. Redefining Markets
This is an extreme version of repositioning, where an entirely new market
is sought for a mature product, rather than just a new segment within the
existing market
9 Business
Growth
Strategies

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Implementing the Strategies
Sometimes this can be the harder part. Use the points below to help keep yourself on track
Remain consistent
When changing one aspect of your market mix ensure you alter all parts accordingly
Work towards win-win outcomes
Do not sacrifice the needs of your customer; instead, make changes at the expense of your competition
Test your ideas
Use market tests to ensure your ideas are being implemented appropriately
Embrace entrepreneurial activities
Create a risk taking atmosphere by rewarding success, not punishing failure

KNOW YOUR MARKET
COMPETITIVE ENVIRONMENT
31
PEST
Political Economic
Social Technological
Rather than just giving a snapshot of your
current market, it prompts for influences
for your market. Worthwhile doing to get a
future view...

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Futures Tunnel
This tool looks at the relationship of competitive and
environmental forces over time. It’s great for plotting
brand development as well as communications.
Historical forces refer to a brand that has significant
history within a market and looks at traditional
customers, distribution channels, product mix
and competitors. Historical forces also capture all
relevant case studies and examples of what’s worked
in the past and why.
Current impacts review all factors currently infusing
the brand, e.g. media spend and current share
of voice, competitive landscape, the consumer,
awareness and relationship to the brand, the brand’s
current communication mix, current business
performance and impact of related and international
markets.
Future considerations looks at goals and objectives,
trends, trend implications and potential shifts in
competitive landscape.
Category fragmentation or rationalisation.
Historic Forces
Current Impacts
Future Considerations

KNOW YOUR MARKET
PREDATORY MARKETING
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Trends Research
What’s the future
looking like?

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The Future
2. Probable
3. Preferred1. Possible
What’s the Future looking like?
What’s most likely to happen in
the next 10 years?
What would we like to
happen and how can
we help this eventuate?
What might happen in
the next 10 years?
When working with a futurist they would generally ask you to look at 3 different futures...

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The Future
Society
ConsumerTechnology
What’s the Future looking like? cont...
...and then look at those 3 futures in the context of society, the consumer and technology

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Consumer
Trends
The Future: Consumer Trends
Peer-to-peer connectivity
Forever young
Materialism
Self-enhancement
Eco-friendly
Wellness trend becomes unisex
Singleness
Information overload
Desire for “realness”
Lifestyle balance becomes focus
Smallness is the “next big thing”
Demographic urbanisation
and ethnic diversity
Value trust
Superficially happy
Filter to survive

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Some Consumer Trends
Demographic shifts
Populations are ageing, urbanising and becoming more
ethnically complex
Forever young
People being 30 and acting 20, being 40 and acting 30, being
50 and acting 40
Peer-to-peer connection
Blog explosion, more virtual friends and everyone being
connected by six degrees of separation (or less!)
Shift in focus
The above represents a shift in focus from work life to releasing
pressure, meeting others, feeling empowered and self-
expression
Data mobility
Massive capacity for centralised data with many mobile access
points. People expect to be able to access and consume
information wherever they are
Customisation and personalisation
From fashion and pop-culture to Google searches, we are seeing
a massive surge in personalisation
Self-enhancement
Learning and education used to be only for “getting ahead” and
career enhancement, but are now being completed simply for
bettering oneself. Attached to this is the explosion of art classes,
musical instruments, cooking and languages as hobbies
Wellness
Wellness, which started being led by females, has transversed
and has become more unisex. This is an underlying initiating
pillar of the long-term trend of balance. Spa, yoga, pilates,
treatments and retreats: care, pamper, revive and “slow down”
are all now parts of life
Smallness is the “next big thing”
People are seeking comfort, simplicity, a desire for intimacy,
being surrounded by a few close friends, familiarity, safety and
security. Brands like Motorola, Heineken, Virgin and Puma are
“acting” small to tap into this
Desire for “realness”
A desire for realness is reflected in movies, TV, fashion, media
and spokespeople. Consumers are looking for the “real” face of
brands and asking for transparent and genuine behaviour

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Technology
Trends
The Future: Technology Trends
Perpetual upgrades
The pipe gets larger
Search 4.0
Smarter machines
We live in Real Time
Smarter content
True mobility
Data is about “pulling”
not “searching”
The Cloud:
All data, all devices,
always connected
Technology increasingly
humanised and intuitive
Success is about meaningful
ways to connect
Technologies merge
(iPhone: phone, Mp3, GPS, Internet)
New technology
unanticipated
Intuitive technologies
will win

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Business adaptation
A constant supply of new software upgrades, as seen by the
evolution from Microsoft 98 - 2000 - XP - Vista...
Increased intelligence
Technologies such as t9 word on cell phones and auto fill
search engines learn your personal preferences, in a sense
predicting your thoughts
Wireless
The wireless industry is growing in huge numbers. Wireless
semiconductors represented about 21% of the semiconductor
industry in 2004 and should be one of the fastest growing
semiconductor end markets over the long run as innovations
in satellite, WWAN, WMAN, WNAN, WLAN, and WPAN are
introduced (Morgan Stanley)
Technology Trends
The Cloud
Switching to Internet is paired with mass data storage in a form
called the “Cloud”. The Cloud is mass data storage which you
can connect to and access through the Internet. The market for
Cloud computing swelled to an estimated $36 billion (Bt1.24
trillion) in 2008, representing roughly 13% of global software
sales (The Nation)
Size options
Reaction to consumers’ demand for convenience forces
changes in size and power of laptops and desktops, television
sets and Mp3s
Technologies merge
More examples: MP3/DSC, LCD TV/DVD/DVD-R/DVR, PSP
(Morgan Stanley)

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Society
Trends
Increasing work stress
The information economy grows
Globalisation and
localisation
Extreme urbanisation
Natural resources dwindle
Environmental consciousness
Technology develops
The way we shop
is/has/will change
Reworking of industry
Family, peace &
freedom
Everybody works
in design
Transparency and
accountability increase
Mass mingling online
encouraging real-world meet up
Ageing population
Big businesses are
“out of touch”
The Future: Society Trends

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Society Trends
Ageing population
By 2036 it is projected that ¼ of Australians will be over 65
The information economy grows
The concept of “the one”, with everyone and everything
connected
Globalisation and localisation (the counter-trend)
Globalisation encourages people to seek and experiment,
whereas localisation encourages people to identify with, and
participate in, the local environment
Reworking of industry
Innovation becomes the most critical factor in success. This
leads to the blurring of corporate borders as networked
ecosystems of producers and consumers emerge
Natural resources dwindle
Leading to a focus on sustainability
Transparency and accountability increase
People demand businesses to be open and responsible
Technology develops
Geography and location lose importance. Practices of work,
leisure and love change. For example 12% of US newlyweds
met online last year, 2 billion people use cell phones globally,
9 trillion emails are sent each year and there are more than a
billion Google searches a day (more than half not in English).
The main technology trends that will continue are WIFI -
WIMAX, Internet TV, video streaming into everything, bluetooth
on the fly and digital home explosion

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Trend Implications
Consumer Power
Consumers have infinite resources and techniques to unearth
and expose the fake, the untrue, the phoney and the scripted.
This means that inauthentic companies can no longer get away
with fakeness
IMPLICATION: 87% of purchases are first researched online*
3rd party unbiased endorsements are considered to be 3 times
more credible than paid advertisements
87%
13%
{Purchase researched online
*Clive Hamilton, The Australia Report 2009

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A Possible Future where...
Easier to Reach Prospects Real Trust Belongs to
Unbiased Partners
Harder to Connect

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A Probable Future where...
Stories are King Everything is Faster Even Muesli is Personalised

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A Preferred Future where...
Companies doing the Right
Thing are Rewarded
Consumer Choice is Easier
2020

7 TECHNOLOGIES SHAPING
THE FUTURE OF SOCIAL MEDIA

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Trend Scanning
Websites like these can help you keep up your scanning...
www.trendwatching.com
Scans globally for emerging consumer trends
www.shapingtomorrow.com
Horizon scanning and strategic thinking. It is a trends research tool and management site
that helps organisations anticipate the future
www.google.com/trends
Gives insights into broad search patterns
www.google.com/zeitgeist
Aggregates search queries and gives search tools to give insights into trends
Futurist
Trends

KNOW YOUR MARKET
FUTURE OF SOCIAL MEDIA
48
The Arduino is a small circuit board commonly used in prototype electronics. Arduino will
help household items become involved in our social media world. It has allowed one man
to create a device attached to a chair that tweets at the presence of noxious natural gases
(ahem), another uses Arduino to monitor when his cats are inside the house or out, and a
small bakery and cafe in East London is now able to tweet what’s fresh from their oven.
The Arduino
RFID Tags and Transponders
Transponders, such as Radio Frequency Identification (RFID) tags, are truly breathing
life into our objects. For a number of years RFID tags have been used in passports, ID
cards, travel cards and credit cards as a means to identify us when scanned, and they are
used commercially for inventory tracking. RFID tags have potentially valuable real-world
applications.
Technologies Shaping the Future of Social Media

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The compass is hardly new – it’s been around for thousands of years – but Yamaha
has created a tiny 2mm x 2mm chip intended for use in mobile phones as a compass.
When used in conjunction with GPS, AGPS or Wi-Fi triangulation and an accelerometer,
a compass heading could be extremely useful to give more granular positioning data to
mobile applications.
Geomagnetic Sensors in mobile devices
Optical Pattern Recognition and Augmented Reality
At some point, Optical Pattern Recognition tools might be able to tag every photo in
an album automatically by recognising faces and objects in photos. Biometric Face
Recognition technology is already used by police and security services to help identify
known criminals.

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OpenID lets users use a single set of login credentials for every site they visit. Once
you’ve authenticated, a second open protocol called OAuth will help you share data about
yourself with other sites you use. OAuth lets you grant authorisation to sites to collect data
from other places where you participate online. And it will allow you to share your entire
identity graph information from your profile to your contacts to your lifestream. Together,
these technologies could essentially eliminate the need to fill out forms and register for
sites all together.
OpenID, OAuth and the Identity Graph
Mind Reading
The idea of being able to control an interface without the use of your fine motor skills has
massive implications for human computer interaction. Consider the ability to tweet what
you’re thinking without having to pull your phone out of your pocket, type your message
and hit send. Imagine being able to think “Facebook” and your screen presents you with
an overview of your friend’s activity stream.

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Natural Language Processing seeks to automatically categorise and understand that
which humans understand with ease. By doing so, computers will be able to understand
the requests and needs of their human users far better. Of course, talented programmers
can already tell their computer to do things with ease, but the rest of us would benefit from
applications that understand our curious ways of speaking.
Natural Language Processing

KNOW YOUR MARKET
BINARY ANALYSIS
53
Where’s the growth?
The simple fact is that more ads does not equal more money to spend!
There are only 2 ways to increase sales...
1. Getting new people to use your product, either by:
• entering the category, or
• switching from your competitor
OR
2. Getting existing customers to use more of your product, either by;
• increasing their frequency of purchase, or
• increasing their basket size
Binary
Analysis
“Getting new people to use your product OR getting
existing customers to use more of your product”

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BINARY ANALYSIS
54
Binary Analysis
The chart below shows the various choices you have when looking to increase sales.
1. Are you looking to grow the market or increase your brand share?
2. Are you looking for this increase to come from current users of your product, or from triallists, or new entrants?
3. Do you have a branding message or a unique selling proposition?
Performing a binary analysis will allow you to target your communications to the group most likely to increase your sales.
Market
Growth
Brand
Share
Current Users Triallists
Branding USP Branding USP
Triallists
Market Leader should
normally look to grow
the market
Will join the category
from the next most
attractive alternative
e.g. If you are selling
soup for lunches, this
group may currently be
eating sandwiches
These are currently
your competitors’
customers
Be honest if you have
no real USP and make
your branding strong!
Current Users

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PREDATORY MARKETING
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COKE VS. PEPSI

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BINARY ANALYSIS
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Market
Growth
1. Coke started the cola boom with branding and rapidly grew the market
Coca-Cola’s
Market Share
100%

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BINARY ANALYSIS
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2. Pepsi came in and tried to do the same thing, but just drove Coke’s share
Coca-Cola
Growth
Pepsi’s
Market Share

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BINARY ANALYSIS
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3. Meanwhile, Coke tried to attack Pepsi with “the real thing”
Market
Growth

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BINARY ANALYSIS
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4. Pepsi changed tact and took Coke’s share with the “Pepsi Challenge”
Market
Growth

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BINARY ANALYSIS
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5. Coke then went back to growing the market with, “I want to buy the world a Coke”.
As everyone had tried, they focused on current users’ increased frequency... “buy one
for a friend”, “turn up to a party with a Coke”
Market
Growth

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The next book in the Brand Box series is Book 3: Know Your Consumer
Congratulations on completing Book 2: Know Your Market
The Brand Box series

Brand Box 2 - Know Your Market - The Marketer's Ultimate Toolkit

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Brand Box 2 - Know Your Market - The Marketer's Ultimate Toolkit