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Opportunity Sizing and Resource Allocation SSG’s portfolio of effective methodologies has been developed with real-world knowledge derived from years of hands-on experience. This experience can help you answer the question:
Through the following solutions: A. Brand Portfolio Prioritization: Multicultural Opportunity Sizing & Product Portfolio Planning
Based on meticulous analysis using internal corporate trend data and available external market/competitive intelligence, we are able to evaluate the growth potential and financial opportunity for a client’s brand, category, division and/or product platform in terms of the target multicultural market compared to the general market. We then factor in up to 100 variable inputs, including target demographics, population growth, brand equity and sales/share trends to get an in-depth, customized foundation of applicable intelligence. With this information, we are able to classify existing brands into projected performance/ROI categories, leverage existing brands to establish a powerful brand platform and also determine if new products/services should be developed to meet the needs and wants of a particular segment.
SSG helps clients understand overall potential for a particular category, measure their position against existing market competitors, and plan product/service launches and long-term brand growth. Utilizing the most up-to-date, in-depth inputs to feed growth rate estimation models, we look at new relative portfolio positions five years into the future, comparing and contrasting business-as-usual base case scenarios with impact of investment and identifying in which brands to invest, at what level, and upside versus downside scenarios. This process helps clients recalibrate existing programs and provides a strategic plan outlining how much, where, and in what brands/services/programs to invest in order to add value and optimize their investment and profit. B. ROI Optimization Even if a company already is investing in targeting multicultural markets, how do they know if their strategy is effective and if they are getting the optimum return on their investment? Will the current strategy deliver sustained levels of growth or just a short-term spike? SSG provides clients with the hard data they need to evaluate current multicultural business strategies and better determine where to focus efforts, dollars and partnerships to improve performance, efficiency and traction in a specific marketplace. In addition, SSG works with clients to develop systems to manage customer information and feedback in order to continuously measure and adjust strategies and programs in the future as customer needs change. C. Opportunity Sizing & In-Culture GeoValue™ Companies must make their brands relevant to the end user, which can be particularly confusing when dealing with multicultural segments and their respective sub-segments. We help our clients evaluate the value proposition of their brand/service, connect their brands to targeted segments and sub-segments, find high lifetime-revenue potential customers and create long-term loyalty. Through our proprietary analysis consisting of traditional metrics combined with more current estimation models and the latest, in-depth inputs, we analyze a more complex number of dimensions, including share dominance, growth, potential market size, time frame, present versus future forecasts, sales history, sales trends and target population trends. Connecting this research with our vast accumulated cultural and business insights, SSG ascertains which sub-target needs and wants match specific products and retail channels at the micro level – down to the zip, block, household, and individual – enabling highly targeted implementation and measurable results of geographic strategies and tactics. D. Predictive Modeling: Target Segmentation Strategy SSG utilizes several proprietary methodologies to provide our clients with a more accurate statistical forecast of potential product/service needs and purchase behavior, as well as return on new brands/services, new positioning and future marketing programs. We also use predictive modeling to establish measurement benchmarks, to determine the level of investment and understand the overall potential for the category. Our proprietary segmentation process targets current and potential high-value customers by sub-segment, and estimates market size in total and by key consumer segments, which can be decomposed for assessment and sensitivity analysis at key consumer decision points. E. Acculturation-Value Segmentation: Segmentation of Generational Distance & Behavioral Drivers This added dimension to our segmentation process is crucial to understanding and effectively targeting multicultural segments and sub-segments. In addition to evaluating demographic, geographic and psychographic information, SSG’s process also captures language and culture data, considers the effect of recent exposure to new categories and brand choices on U.S. newcomers and determines the acculturation level of foreign-born or first generation U.S. populations. Acculturation, or “Generational Distance,” can have a significant impact on brand choice – for example, a consumer may continue to use a product familiar to them from their country of origin, or consciously switch to a more “American” product in order to fit into their new community. Identification of those targetable consumer segments that are most likely to respond to a product/service offering is key to promoting growth and investment efficiencies.
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