[ ]

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. Thats 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

Its 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. Its 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 use experience more use 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.