Schwerpunktthema MARKET ®RADAR - DemoSCOPE

DemoSCOPE
Application of
MARKET®RADAR NEW GENERATION
for Multinational Companies
The latest edition of MARKET RADAR
is especially geared to the needs of multinational
companies. With the Single
Screen Technique comparisons of markets
in different countries or regions
become easy. The tool allows to evaluate
the effects of global versus local marketing
and facilitates communication between
headquarters and local companies.
The most important feature for a multinational
approach is the Single Screen
Technique. To start with, market studies
from different countries are processed in
the same way by DemoSCOPE. The different
data sets may then be loaded at the
same time in the PC. In a next step,
charts for a given brand in different
countries are put next or each other on
the same screen. This allows all kinds of
quick comparisons, e.g. market shares,
market structures, the psychographic
structure of the consumers and the
reason why the brand is bought. This
may be done for any given international
brand – say Coca Cola, Mercedes or
Marlboro. When the position in the
market is similar, a global approach is
indicated. Where there are substantial
differences, there may be justification
for a local marketing approach.
Psychographic positioning in four countries
Germany
outer
Turkey
outer
progressive
conservative
progressive
conservative
Brand A
Brand A
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Example
Switzerland
outer
Poland
outer
Brand A
progressive
conservative
progressive
conservative
Brand A
Example: Psychographic positioning in four countries
While in Germany and in Switzerland the brand is in its traditional area, there are
deviations in Turkey and Poland.
In Turkey the brand is in the middle («something for everybody») in Poland in a
different corner. The manufacturer has to decide, whether they want to reposition the
brand in the two countries or support the present position.
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Eine umfangreiche Dokumentation zum neuen
MARKET ® RADAR kann über Internet
www.demoscope.ch
abgerufen werden.
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