Archive for the 'Marketing Studies' Category

Published by Roe Smithson & Asociados Ltda in Santiago Chile on 30 May 2009

Market Segmentation

Market SegmentationMarket segmentation is the process of partitioning markets into groups of potential customers with similar needs or characteristics who are likely to exhibit similar purchase behavior. Market segmentation is widely defined as being a complex process consisting in two main phases:

  • Identification of broad, large markets
  • Segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly

A three-step process is used to develop a market segmentation strategy:
Segment Identification — determining a given number of homogeneous market segments based on selected segmentation variables and criteria. Segments should be customer-focused, a justifiable size, distinguishable, accessible, accountable & profitable.
Market Selection — selecting one or more groups to target for marketing activity. It is impossible to pursue every market opportunity so you must make strategic choices based on customer needs, competitive opportunities, corporate objectives, and your firm’s financial, technical & marketing resources.
Positioning — carving out a market niche for your firm. This may be accomplished by searching out unique marketing advantages, seeking new market segments that competitors are not cultivating, or developing new approaches to old problems. Your positioning should be based on a real (e.g., lower cost, superior quality) or intangible (e.g., company reputation) competitive advantage.
Market segmentation analysis and strategy offers major benefits, such as:

  • Designing responsive products to meet the needs of the marketplace
  • Developing effective and cost-efficient promotional tactics & campaigns
  • Gauging your company’s market position — how your company is perceived by its customers and potential customers relative to the competition
  • Fine-tuning current marketing strategies

Market segmentation is one of the most powerful strategies a company can use to improve profit margins and ultimately gain market share. And when markets are flat or declining and differentiation is at a premium, creative segmentation strategy can mean the difference between survival and road-kill.

Roe Smithson & Asociados Ltda is aware a key factor to success in today’s market place is finding subtle differences to give the business a marketing edge, so we offer you trustworthy services on marketing studies.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 13 May 2009

Direct Marketing

direct marketingDirect Marketing refers to selling that is based on a personal, one-to-one relationship that ties producers or sellers and consumers together. Many times this relationship is face-to-face. Some other times, the consumer and producer may not actually meet, for example, Internet sales.

Direct Marketing focuses on marketing product differences. Direct Marketing relies on differentiation. Differences can include: convenience, flavor, variety and novelty.

The idea is that neither products nor consumers are identical; products vary with consumers unique tastes, choices and preferences. Companies who are successful at direct marketing profit from these differences known as niches, rather than compete solely on price.

Careful preparation of Direct Marketing campaigns is essential if you are to make the most of your investment, get the response rates you want and ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings. A Direct Marketing campaign can help you to achieve the following key objectives:

  • Increasing sales to existing customers
  • Building customer loyalty
  • Re-establishing lapsed customer relationships
  • Generating new business

Direct mail, telemarketing and Email marketing are some of the most common forms of Direct Marketing.

At Roe Smithson & Asociados Ltda we work with our clients to help them make better business planning decisions, optimize their marketing spend, increase sales effectiveness, develop better customer relationships and ultimately gain the competitor advantage.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 24 Feb 2009

Data Base Development

data base developmentCapturing the right data from your customers and using this data to your company’s benefit is essential for all types of core businesses.The results of Data Base Development will be:

  • Increased profit to your business
  • Higher business efficiency
  • More informed and dynamic sales force
  • Updated marketing statistics about your business
  • Improved supplier statistics
  • Media statistics

It is our idea that a tailored solution, unique to the client’s particular market, requirements and systems will certainly give any business the leading edge in their particular market. Data base development in South America is a valuable resource that allows businesses to address their most important challenges first, and immediately respond to a changing commercial environment.

Our company’s main goal is to empower your company to control and optimize the use of your data. Roe Smithson & Asociados Ltda skilled staff of data base development in South America will work with you to help optimize your business opportunities. It means we will assist you at all stages from assessing the objectives, specifying a database design, managing the implementation and maintaining the database on a daily basis.

Make the most of our vast experience in data base development designing, building and hosting complex marketing databases. After having looked at your Database Development needs, Roe Smithson & Asociados Ltda will help you design and implement a strong custom database system.

Let us merge all your data into a a consistent format to make it easily accessible and functional for a variety of marketing purposes. This resulting single view will provide a more complete, up-to-date picture of each individual customer, enabling you to maximize your marketing potential.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 03 Feb 2009

Marketing Studies & Business Counseling

marketing studies & business counselingThe most recent market research and marketing studies have reported the following as the best business opportunities for 2009 taking into account that troubled economic times cause consumers to be more cautious about what they buy and less optimistic about the economy in general:

1) Fast food franchises – People consuming fast food as integral part of their diet will not stop doing it no matter what. It will also mean some savings for other people. Make sure you pick the right fast food franchise in the right place and this business opportunity could be a real money-maker.

2) Repair businesses – Repairs instead of buying new allow you to save money. Auto repair, shoe repair, furniture refinishing, furniture reupholstering and sewing and mending are some examples of best small business ideas for tough times.

3) Collection agencies – When times get tough, more people have a tough time paying what they owe. Businesses hire collection agencies to help them get the money that’s owed to them.  

4) Medical supplies – Medical equipment and supplies are necessities for growing numbers of people.

5) Motivational speakers– They provide hope in tough times so they’re going to be in demand in 2009. People are interested on listening about their main concerns and possible solutions.

6) Cleaning businesses – Residential cleaning services may drop a bit depending on employment rates but the demand for commercial cleaning will continue to be steady as institutions and businesses just need to get it done.

7) Discount/surplus stores – Consumers will be looking for bargains, making discount and surplus stores a natural business opportunity.

8 ) Sports equipment – Sports devotees will continue to do what they love to do as long as they can and will continue to be willing to pay for the equipment they need to do it. There will, however, be increased interest in used sports equipment.

9) Senior care– Business opportunities in senior care range from opening your own senior care home through providing in-home care or home services such as preparing meals, housekeeping or running errands. Senior care franchises are another option for getting in on this business opportunity.

10) Chocolate – In uncertain times, people will eat even more chocolate.

For all these businesses you will need to find experts that turn the business opportunity you choose into a viable business, Roe Smithson & Asociados Ltda is willing to provide you with assistance on marketing studies and business counseling taking into account the economy, consumer and business trends indicate these are businesses that should be profitable not just for 2009, but for years to come.

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