M A R K E T I N G I N A C T I O N
During the course Marketing In Action (part of the USE learning line New Product Development and Marketing), we were a company and needed to make decisions regarding our market strategy to try to grow as a brand and company.
During the USE learning line of New Product Development and Marketing, there is a clear focus on the customer. In the course New Product Marketing, a more theoretical approach was taken, which taught us about customer needs, target markets and how to analyze these to discover which are most profitable. The customer is the point of focus in order to be successful. In the second course, Marketing Research and Design Methods, we were taught the importance of the customer too. We listened to the user and incorporated their opinions in the redesign of the MiBand. We were taught that by listening to the user’s needs, a product’s features can be developed or chosen to
offer the most value to the customer. In this course, Marketing in Action, we were shown, again, the importance of the customer. By analyzing the customers and their behaviour, we were able to focus our brands on certain customer groups. By listening to their needs, we were to
develop the product’s features to offer the most value to certain target group. We also adapted our strategy according to the analyzed data and eventually had a market share of 83.5% regarding high earners with Nova and 66.2% regarding Shoppers with Noon. These high numbers were achieved through our focus on certain customer groups. This showed us that researching a target group, listening to
their needs and having a strong focus can help a brand grow immensely.
