An environment swept by constant change

In the face of an environment that is swept by constant change and increasingly more cut-throat competition, businesses have no choice but to devise and implement smart marketing strategies that are adapted to launching their products, services and brands.

To do so, after the market segmentation and the choice of the segments to be targeted, the marketing departments position their offerings, as just a few of many more factors. Similarly, they keep a close eye on the changing competitive dynamic (new market players, offensives by the competition, new expectations held out by the market, the products’ evolving lifecycles, etc.) on an ongoing basis. This is the kind of background against which Eurolife delivers a range of adapted services aimed at providing marketing departments with factual data and the greatest possible degree of insight.

The range of services offered by Eurolife in this area includes:

  • Market studies based on observation, ethnography, a qualitative or quantitative approach, etc. with regard to:
    • Purchasing behaviours.
    • The motivations and inhibitions in respect of the purchase of products, services or brands.
    • Understanding consumption behaviours.
    • Customer satisfaction.
    • Compliance of services with the standards laid down by the company (mystery customer surveys).
    • The brand capital (notoriety and image of the brand).
    • Environment analysis using Porter’s 5 Forces Model, which enables us to specify the attractiveness of a market or of a segment by factoring in the threat of new entrants, supplier power, buyer power, threat of substitutes, and competitive rivalry. This 5-forces model can be broadened to a 9-forces model, which also includes regulations, the economy, the social field and technology.
    • Positioning studies:
      • SWOT analyses and mapping (drafting market perceptual maps), after marketing  segmentation and choosing the targeted segment(s).
      • Devising brand mantras (for in-house use) and slogans (for external use), etc.