|
Asia Marketing
Research, Business Development, Marketing &
Trade Consultancy services
Improve your Asia research insights, revenues
and profitability! We are uniquely positioned
and differentiated by delivering 3 highly-valued
client benefits: our Asia focus and expertise,
delivering business development results, and
great personalised servicing – all with
excellence! Our services come as Short Term
Project (STP) or Long Term Project (LTP).
A.
ANALYSING ASIA MARKETING OPPORTUNITIES
DESIRE TO KNOW MORE ABOUT YOUR ASIA TARGET
MARKETS?
1.
ASIA MARKETING ENVIRONMENT SCANNING
-
Demographic Forces
-
Technological Forces
-
Political Forces
-
Cultural Forces
2.
ASIA MARKET ANALYSIS & MARKET SIZE / DEMAND
3. ASIA BUSINESS MARKETS Factors Influencing Asia Business Buyer Behaviour: environmental, organisational, interpersonal, individual, buyer. We also research on Asia Institutional Markets and Asia Government Markets 4. ASIA CONSUMER MARKETS & CONSUMER BUYER BEHAVIOUR Factors Influencing Asia Consumer Behaviour -
Cultural: Asian basic values, perceptions, wants and behaviours, sub-culture segments -
Social: Asian community groups, family, social roles and social class / status -
Personal: Asian occupation, age, life-cycle stage, economic situation, lifestyle, personality, self-concept -
Psychological: Asian motivation, perception, learning, beliefs and attitudes -
Buyer Behaviour: Types, decision process, across international borders -
Consumer and Branding Primary Research: focus groups, street intercepts, door-to-door, supermarkets, product tests, etc…. 5. ASIA MARKET SEGMENTATION There are more than 600,000 Asian communities in Asia! Our analysis will divide Asia’s large, heterogeneous markets into smaller segments that our clients can reach more efficiently and effectively with matching products and services to match unique needs. Levels of Asia Market Segmentation Mass marketing, segment marketing, niche marketing, micro marketing Asia Consumer Market Segments Geographic, demographic, pyschographic, behavioural Asia Business Market Segments -
Geographic: North Asia, ASEAN, South Asia, individual Asia country or state -
Demographic: industry, company size, location -
Operating Variables: technology, user/non-user status, customer capabilities -
Purchasing Approaches: purchasing function organisation, power structure, nature of existing relationships, purchasing criteria -
Situational Factors: urgency, specific application, order size -
Personal Characteristics: buyer-seller similarity, attitudes toward risk, loyalty Asia Market Targetting Evaluating Asia Market Segments Selecting Asia Market Segments Market Positioning for Competitive Advantage We can help you to: -
Identify possible Asia competitive advantages (differentiation by company or brand image, product, service, channel, people) -
Choose the right competitive advantages (which differences to promote) -
Select an overall Asia positioning strategy (Price Vs Benefits matrix of More, Same or Less) B. DEVELOPING ASIA MARKETING MIX 1. ASIA BRAND MANAGEMENT 1a. Asia BrandMaster BrandMaster: our Brand Asset Management Strategy We help our clients to deliver consistent brand management, communications and brand experience to their Asian customers. 1b. Asia Marketing Audit/Asia Brand Audit Brand Audit: conduct surveys on consistency of customer perception of our clients' brand identity elements (vision, positioning, personality, messages, tone of voice, editorial style, logo usage, tagline usage, typefaces). Marketing Audit: improve clients' marketing performance based on audit results in key marketing areas. Why this? Very useful to find out why sales are not increasing as they should. 1c. Asia Brand Survey What do Asians perceive about your brand, comparing it with other competitor brands? 1d. Asia Business Expansion, Marketing & Branding Strategy A. Executive Summary B. Marketing Audit Financial Factor Personnel Factors Operations Factors Location & Store Factors Marketing & Branding Factors C. Customer Analysis Customer Demographics Customer Satisfaction D. Market Analysis Market Size Market Drivers Market Growth Market Trends E. Competitors Analysis Market Share Competitive SWOT Analysis (5 competitors in client area) Threats to Market Segment Success Business and Market Segment Opportunities Market Expansion Barriers F. Target Marketing Segmentation Targeting Positioning G. Financial Plan Sales Forecast Financial Plan Projected Profit and Loss H. Marketing Mix Plan & Marketing Strategy Product Price Branding: includes: • Brand perception by customers • Re-Branding Design (excludes material printing costs, website domain name registration, annual web hosting and subsequent website page additions or major revamp) 1. Logo Design (3 versions to choose from. With Copywriting/slogans) 2. Marketing Collateral Design (Name cards, Brochures, Flyers, All Final Artworks) 3. Website Design (based on the above concept. Creation of 3 content pages in plain HTML Advertising & Promotion Direct Mail Trade Shows & Exhibitions Special Promotions Public Relations Channels of Distribution: Store & Online People: Sales Personnel Sales Logistics Service Delivery & Complaint Resolution Process Other Strategic Recommendations to expand client business 2. ASIA NEW PRODUCT / NEW SERVICE DEVELOPMENT Asia New Product/Service Development Strategy How we can help: Idea Generation, Idea Screening, Concept Development & Testing, Marketing Strategy, Business Analysis (Feasibility Study), Product Development, Test Marketing to Commercialisation. Product Life-Cycle (PLC) Marketing Strategies How we can help: we can develop marketing strategies for our clients as their product undergoes 5 distinct stages of Product Development, Introduction, Growth, Maturity and Decline. 3. ASIA PRICING Asia Competitor Price Tracking We analyse competitors’ costs, prices & offers, develop a price database and regularly conduct price tracking. Factors Influencing Asia Pricing Decisions -
Market types: in pure monopoly, monopolistic markets, oligopolistic markets, pure competition -
Demand types: inelastic and elastic demand -
Competition: competitors’ costs, prices and offers. Asia Price Tracker: we collect, analyse and update competitors’ costs, prices & offers, develop a price database and regularly conduct price tracking as an early warning alert system. We also profile competitors’ pricing approaches and pricing strategies. Other External Factors: Economic conditions, resellers’ reactions, government, social concerns 4. ASIA DISTRIBUTION CHANNELS Distribution analysis and strategies Perform distribution research and analysis, then recommend best ways to distribute client products and services Retail channel prioritisation Identify highest demand and then sell to it. Drop obsolete or lesser demanded product lines. Competitive Intelligence (CI) Competitors’ channel structure and distribution audits Distribution partner search Shortlist, evaluation, selection, terms of trade, meeting arrangement, Sales and Marketing agent for clients Pricing Optimum retail price points along distribution chain Asia Partner Evaluation & Matching We can evaluate, search and select optimal business partners and match them with our clients according to partnering criteria. Partners can include investors, lenders, suppliers, assemblers, manufacturers, importers, exporters, retailers, JV partners, acquisition targets (for M & A), etc. Business Match Making/Trade Missions We can find and match appropriate business contacts, develop research briefs, conduct basic research, hotel pickups, arrange appointments, facilitate language communication. Partner Evaluation, Selection & Matching Profiling, selection, evaluation and matching of potential business partners in accordance with clients' set of screening and selection criteria. We also set up business matching meetings with regular contact reports for clients. Strategic alliances We can help our clients to identify, match and build optimal alliances. 5. ASIA RETAILING & WHOLESALING Asia Retail/Brand/Shopping Report We can generate specific Asia country retail, brand or shopping report on a comparative basis with competitor brands (department stores, supermarkets, convenience stores). May include retail price list tracking. Asia Shopper Survey (Customer Satisfaction, Brand or New Retail Concept) We can survey Asian shoppers on their perceptions of comparative brands or new retailing concepts Asia Wholesaling We can evaluate Asian wholesaler partners for our clients (merchant, full-service, limited-service, brokers, agents). 6. ASIA MARKETING COMMUNICATIONS / PROMOTION MIX For Asia Marketing Communications/Promotion Mix, there are 5 components: Personal Selling, Advertising, Sales Promotion, Public Relations and Direct Marketing. We are currently helping our clients with the first tool, Personal Selling. PERSONAL SELLING & SALES MANAGEMENT Asia Sales Force Evaluation Mystery shopping: to evaluate sales force’s personal selling skills (prospecting & qualifying, approach, presentation & demonstration, handling objections, closing, follow-up) and even grooming appearance. Customer Service Training We can conduct customer service training once our mystery shoppers have completed their evaluation of client’s sales personal selling skills. We can also arrange for personal grooming training to be provided. C. ASIA MARKETING MANAGEMENT 1. ASIA COMPETITIVE INTELLIGENCE We systematically and ethically gather, analyse, and manage information that can affect our clients' plans, decisions, and operations. Our CI services enable clients to make informed decisions from marketing, R&D, and investing tactics to long-term business strategies. -
Retainer/Ongoing Tracking and Monitoring of competitive environment -
Early Warning Alerts -
Competitor Profiles -
Competitive Benchmarking -
Tender bid-winning strategies -
Other customised requests 2. ASIA BUSINESS DEVELOPMENT We can develop our overseas clients’ business in Asia, delivering solid results. a. Fact-Finding Mission: Evaluation / Analysis of Asian Markets b. Phase I Task Assignment: Development of Market Strategy c. Phase II Task Assignment: Implementation of Market Strategy d. Follow-Up After-care & Monitoring e. Lead Generation: Example, for real estate landlords, we can generate retail tenant leads. Other leads that we can generate for our clients include corporate customer leads, partner leads and investor leads. 3. ASIA MARKETING OFFICE or AMO 4. INTERNATIONAL MARKETING & BUSINESS IN ASIA a. Mode of Entry Selection (selecting among various Asian countries) -
Environmental Conditions & Scan -
Market Demand/Size -
Competitive Structure and Actions; Screen & Assess Target Markets -
Export Market Expansion Strategy -
Implementing Export Strategy, Monitoring Performance b. Asia Market Entry/Expansion (single country framework) -
Assess External Environment -
Assess Internal Situation -
Market Opportunity Elaboration & Synthesis -
Market Option Evaluation & Choice -
Strategic Action Plan c. Asia Site Selection / Location Consultancy We help our clients to identify, evaluate, screen and select Asia sites for strategic intents like cost savings, securing raw materials and resources, avoid political tensions or negative regulatory pressures, etc. Stage 1: Location Audit Stage 2: Set Vision & Goals Stage 3: Strategy Formulation Stage 4: Action Plan Stage 5: Implementation and Control Hard and Soft Attraction Factor Analysis Hard Factors: Economic stability Productivity Costs Property Local support services and networks Communication infrastructure Strategic location Incentive schemes and programmes Soft Factors: Niche development Quality of life Professional and workforce competencies Culture Personal relationships Management style Flexibility and dynamism Professionalism in contact with the market Entrepreneurship d. International Business: Feasibility Study 5. MARKETING MAINTENANCE SERVICES (monthly) a. Marketing Plan & Customer Satisfaction Monitoring • Marketing Plan Review & Control: we will assess the degree to which your budgeted targets have been realised using both dollar value and sales volume measures every month. If there is no progress, we will determine where revenue and costs have gone out of line with budget and we will recommend action plans. Conducted one day a week. • Customer Satisfaction (CS) Tracking: we will measure your customer satisfaction level with one survey from a sample size of 20 existing customers. Includes one mystery shopping session. • Website Update: we will update minor website page changes for existing website pages. Separate costs will be charged for adding new pages or for major revamp. • Information: we will provide information on regulatory requirements of new target outlets, new outlet location information and new actions of your profiled competitors. b. Direct Marketing (through our Asia Marketing Call Centre) • Email Marketing: we will send weekly mass email blasts to your existing customers informing them of monthly promotions, gift certificates, and other updates etc. Conducted once a week. Excludes rental or purchase of new mailing lists. • Website Marketing: we will update your monthly promotions on other online Internet websites featuring related client services. Conducted once a week. • Tele Marketing: we will telephone your top 100 customers (5 customers a day during weekdays) to inform them or new promotions and remind them of booking new client service appointments 6. TRAINING • Sales and Customer Service Training • Strategic Planning Training Workshops D. GOVERNMENT TRADE PROMOTION CONSULTANCY We also assist government trade agencies and companies, especially manufacturers and exporters, to enter Asia. This services comes under our parent company AsiaBIZ Strategy. -
Asia Business Development -
Export Services to Asia -
Sector Development -
Country/Location Branding -
Regional Development/Asia FDI Investment Attraction We can also be appointed as Asia Representative Office or ARO) for our government clients.
| 