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online focus group: 5 pitfalls to avoid
Oct27

online focus group: 5 pitfalls to avoid

Conducting focus groups remotely has never been easier than since the Covid crisis. Everyone is now used to the use of video conferencing software. However, there are many pitfalls. Since the Covid pandemic, we have realized online focus groups with no less than 500 people and have been confronted with 5 recurring problems that we detail in this article. Online focus group: the correct number of participants If you decide to organize...

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Social marketing: the example of food waste [Case study]
Oct13

Social marketing: the example of food waste [Case study]

Social marketing aims to use marketing techniques to promote social or public interest causes. We have given several illustrations in our reference article on the subject. To illustrate the idea of social marketing, we analyze in this article the case of food waste following the 4Ps method (marketing mix). This case study will allow us to understand how consumers are encouraged to act against food waste, an issue that we can sometimes...

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Marketing Mix: example of analysis according to the 7Ps [automobile]
Oct08

Marketing Mix: example of analysis according to the 7Ps [automobile]

After publishing our reference article on the marketing mix, we propose here a detailed example of analysis following the 7P model: that of the Rimac Nevera, a 100% electric hypercar that we already talked about here. Analysis of Rimac’s marketing mix Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6 : Process P7 : Physical Evidence Introduction Rimac is a Croatian car manufacturer founded in 2001 by...

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Marketing Mix: example of analysis according to the 7Ps [watchmaking]
Oct06

Marketing Mix: example of analysis according to the 7Ps [watchmaking]

After publishing our reference article on the marketing mix, we propose a detailed example of analysis following the 7P model. We have chosen to focus on the case of the luxury watch brand Richard Mille, a relatively new brand whose watches reach the record average price of 150.000€! For each element of the marketing mix, we have tried to illustrate it in the form of a video. Analysis of the Richard Mille marketing mix P1 : Product P2...

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Social Marketing: Definition, Implementation, Examples [Guide 2021]
Oct04

Social Marketing: Definition, Implementation, Examples [Guide 2021]

Social marketing is the branch of marketing that aims to promote social causes or general interest. Social marketing will notably play on the social values of targets to convince them. Philip Kotler summarized the challenge in the title of his book published in 2008: “social marketing: changing behavior to do good.” Summary Social Marketing: Definition Implementing a Social Marketing Plan Case Research: Tobacco in the...

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Marketing Mix: example of analysis according to the 7Ps [fruit juice]
Oct01

Marketing Mix: example of analysis according to the 7Ps [fruit juice]

After publishing our reference article on the marketing mix, we propose a detailed analysis following the 7Ps model. We propose to analyze the marketing mix of the latest product from the Alain Milliat brand: an iced tea marketed under the “am alain milliat” label, which we discussed in our article on marketing positioning. Marketing mix analysis Introduction P1 : Product P2 : Price P3 : Promotion P4 : Place P5 : People P6...

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Marketing Mix: definitions, analysis examples [Complete Guide 2021].
Sep29

Marketing Mix: definitions, analysis examples [Complete Guide 2021].

The marketing mix aims at making your marketing positioning concrete. Often associated with the term “4Ps“, the objective of the marketing mix is to make your positioning tangible each time your brand is in contact with the consumer (the so-called “touchpoints”). This article explains the difference between 4P and 7P, explains each facet of the marketing mix with numerous examples, and ends with a detailed case...

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3 techniques to make your online surveys more reliable
Sep24

3 techniques to make your online surveys more reliable

An online survey is often an essential part of any market research. However, doing a survey well is not easy. Many mistakes can be made that can affect the validity of your results. In this article, we present 3 techniques to ensure that the survey participants reliably answer your questions. If you only have 30 seconds The quality of a survey depends on the attention respondents give to it. Attention tends to decrease with the length...

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Positioning in marketing: definition, challenges, examples [guide 2021].
Sep22

Positioning in marketing: definition, challenges, examples [guide 2021].

Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed. In this article, we will first lay...

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Qualitative interviews: 7 approaches to recruiting respondents
Jun18

Qualitative interviews: 7 approaches to recruiting respondents

How do you select your respondents for qualitative interviews or focus groups? Beyond the number of respondents, there is also the question of the type of respondents needed for your market research. Do you want to have a homogeneous experience, or do you want to have a maximum variation? In this article, you will find the different strategies for composing qualitative samples. Strategy 1: Maximum variation What for? This type of...

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