We bring to your attention the shortened record of Igor's report, from which you will learn why the "marketing queen" and the "exemplary Ukrainian family" are just another untwisted myths, why Ivangai is more "cool" than Beyoncé, how one can understand what disturbs buyers very expensive jewelry store with an average check of 7 thousand euros. Next comes the speaker's direct speech. ;
Prince Charles and Ozzy Osbourne ;
The organizers of the conference asked me to share my experience of researching the interests and preferences of the consumer, to tell you why very often the depth of such studies is not enough to make strategic decisions about the company's development. I want to start my speech with a rhetorical question: "What is most important for a retailer and a manufacturer?" ;
And I myself will answer it: "The most important is the consumer - he is the basis of the company's profitability." Not the products that we produce or sell. The goods in the company's assortment change with time, but very often many retailers can have absolutely identical (at least 80-90%). And sales can be different. Why? Of course, the location plays a role. But in most cases, the determining factor is the behavior of the consumer who buys these products. Therefore, for any business, it is very important to be able to properly study your customer. ;
Unfortunately, historically, all retailers and all businesses have a sales structure and profit structure that are not tied to customer segments - that is, not tied to the interests of consumers. Therefore, when a retailer declares that "the customer is our focus" or "the client is at the center of our business", then these statements are not supported by their reporting. After all, how are the retail accounts arranged? By categories and SKU, where their profitability and sales are indicated. In this case, no one considers the profitability of customers or the profitability of the client segments. No one develops strategies for working with these client segments in the same way as developing strategies for working with categories. Nobody makes plans for the development of the client segment. Therefore, to say that the focus of our attention is the client, when you have a reporting system, the planning system is not built around the client - in fact it's wrong. Because of this attitude to the interests of clients, we very often make mistakes. ;
For example, when you ask a retail marketer the question of who is their client, in response very often you can hear descriptions of a certain woman 30-40 years old, with a higher education, secondary or higher average income, having two children, a husband and so Further. For this mythical character even came up with a specific term "queen of marketing". But the whole secret is that such a consumer does not exist in nature! And if you develop some products or a campaign to promote them based on this woman, the result will be "milk" - that is, you will not achieve any results. ;
Igor Didok, Partner of DOT_DOT. Has more than 15 years of experience in marketing management in retail chains, catering enterprises, and also in the financial sector. Supervised the rebranding of the DC network after its sale to Watsons. He held the position of head of the marketing department in such companies as Sportmaster, USC Knyazha, Puzata Khata. In 1999 he graduated from the Lviv Commercial Academy with a degree in "Commodity Science and Trade in Foodstuffs", in 2000 he also received a Master's degree in Business.
The harsh truth of marketing is that socio-demographic segmentation does not work today. I will give a simple example: there are two men who were both born in 1948. They both live in London, are rich, married, successful, have two children. In addition, they both love dogs and vacation in the Alps. Do they have to be assigned to the same segment? And do I have to work with them to promote goods in the same way? Or is it all the same, different people? ; (The speaker shows photos of Prince Charles and Ozzy Osborne). ;
Charles, Prince of Wales, or simply Prince Charles - the eldest son of Queen Elizabeth II of England and her husband Prince Philip, Duke of Edinburgh, heir to the British throne, Field Marshal, Fleet Admiral and Marshal of the Royal Air Force of Great Britain. Born November 14, 1948 in Buckingham Palace in London. ;
Ozzy Osbourne is a British rock singer, musician, co-founder and member of the Black Sabbath group, which has had a significant impact on the emergence of such musical styles as hard rock and heavy metal. He was born on December 3, 1948 in London. ;
In fact: it's "just a little" different people who lead a completely different image of a different and differ in a completely different style of behavior. And we can not even communicate with them in the same language, although it will be English.