Marketing Strategies for Startup Business in Dubai
Market Assessment
- Market assessment emphasizes Three C’s analysis (i.e. Customer, Competitor, and Company) to uncover strategic opportunities.
- Confirm the situation.
- Market assessment is designed to ground the team on the business and confirm key issues to address during the consulting engagement.
- Market Assessment Approach: Competitive profiling, market research, in-depth interviews, focus groups and ethnographic research are just some of the methods we employ to gain market and competitive insight. Whether fielded in-house or through one of our preferred market research vendors, we provide the necessary fact-base to support strategic marketing decision making.
Market Segmentation
- Market segmentation involves developing a proprietary customer framework, then mapping market segments and potential opportunities.
- Define the customer framework.
- Drawing on internal workshops and market research, segmentation ensures a market-driven approach to strategy and plan development.
- Market Segmentation Consulting Approach: Drawing on the market assessment, our marketing consultants then conduct exploratory research to help identify customer perceptions, opinions, beliefs and attitudes regarding the category and available offerings. An in-depth market research questionnaire is developed and fielded, with statistical analysis used to determine the optimal segmentation solution as a key input to strategic decision making.
Target Marketing
- Target marketing defines the most attractive segments, based on size, growth, benefit orientation and internal fit.
- Prioritize resources.
- Target Marketing defines the most attractive segments, based on size, growth, benefit orientation and internal fit.
- Target Marketing Consulting Approach: The customer framework and target selection criteria are used to inform and narrow in on the core target. Guided by our marketing consultants, a target selection workshop can be held, assessing each target across each criterion. Obtaining internal agreement to the selected target(s) is critical, as strategic positioning and downstream marketing activities will stem from this important input.
Strategic Positioning
- Strategic positioning results in the most relevant, differentiated and credible expression of the core offering.
- Differentiate vs. competitors.
- Drawing on internal workshops and market research, segmentation ensures a market-driven approach to strategy and plan development.
- Strategic Positioning Consulting Approach: Pending segmentation and targeting, positioning development is performed, including preparing a benefit hierarchy to demonstrate alternative positioning areas. From this, alternative value proposition and positioning concepts are developed and optimized internally and with end-customers. Internal working sessions are then facilitated by our strategic marketing consultants to assess performance and close gaps in delivering on the positioning.
Marketing Plan Development
- Marketing plan development includes marketing mix (i.e. 4 – 5Ps) definition, including customer acquisition and retention details.
- Marketing plan development includes marketing mix (i.e., the 4 – 5P’s) definition, including customer acquisition and retention details.
- Marketing Plan Consulting Approach: Market plan development requires clearly defining marketing plan objectives, goals and tactics, including market mix decisions. Our marketing plan consultants consider the importance of awareness generation vs. other communication objectives. Should the marketing plan emphasize customer acquisition or retention? What is the optimal media strategy, plan and budget? What is the specific marketing action plan to enact — including cost, timing and budgetary parameters? These issues are considered, drawing on internal workshops and our consultants’ expertise in working across similar client challenges.
Market Research
- Deep customer insight is the platform on which marketing strategies and plans are developed.
- Obtain deep customer insight.
- Market Research Approach: A broad spectrum of analytical, brand equity research tools – primary and secondary research, qualitative and quantitative methods, and our own proprietary frameworks – are used to uncover deep customer insight. Here are some common methods: 1) Exploratory research, including focus groups, one-on-one interviews, observational and ethnographic research. Included in this are techniques used for customer persona, customer journey and touchpoints alignment development. 2) Concept optimization research, which is instrumental in developing value proposition and positioning alternatives. 3) Segmentation research, including customer framework development based on statistical analyses. 4) Brand tracking studies, including brand awareness and brand equity research.
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