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Executive Education
Clariden Leadership Institute
Competitor and Customer Intelligence: How to Get It, Use It and Profit from It (NZ)
Dr. Neale Martin
Sublime Behavior Marketing
Dr. Neale Martin, Sublime Behavior Marketing

 

Dr. Neale Martin is an expert in consumer behavior, customer satisfaction, and bridging the gap between new technologies and markets for more than 30 years of experience. He is also an accomplished author, consultant, speaker and college professor. He is the author of the celebrated book Habit: The 95% of Behavior Marketers Ignore, a pioneering examination of the principles of marketing in light of research from cognitive psychology and neuroscience.

 

Neale is the Co-Founder and Chief Executive Officer of Sublime Behavior Marketing, a marketing consulting firm that applies brain science principles to shape and change consumer and organizational behavior. Neale’s expertise in unconscious behavior has been widely embraced by some of the world’s top market researchers at leading companies in diverse industries including CPG, pharmaceutical, consumer electronics, and wireless. His work on the primacy of unconscious mental processes helps explain many of marketing’s most pernicious errors. Among his clients include; Chevron, P&G, Coca-Cola, Unilever, PepsiCo, Samsung, Microsoft, GE, Walt Disney, Accenture, AIA, American Express, Delta, Marriott, Eli Lilly, Pfizer, Cisco, WalMart, Facebook, Youtube, Google etc.

 

As a Professor of Innovation at the Coles College of Management at Kennesaw State University, Neale teaches MBA students, trains corporations, and coordinates an annual symposium on unconscious consumer behavior and habit-based marketing. Neale’s passion in marketing also lead him to be a frequent columnist for Entrepreneur, Brandweek, Industry Week and Telephony.

 

Neale has presented at major conferences including Marketing 50, Brand ManageCamp, Product Development and Management Association, and the Shopper Marketing Forum, headlined private events for organizations like Procter & Gamble and Johnson & Johnson, and keynoted at global conventions, including the Taiwanese Excellent Branding Association and the World Brand Congress in Mumbai, India.

Program Summary

This program will show how to acquire your competitors' strategy, new products, alliances and networks, assumptions, capabilities and pricing in an effective, honest and legitimate manner

 

With effective research, you will uncover how to project competitors' likely strategic moves and outcomes, draw critical inferences about your competitors' goals, mindsets, and use competitor analysis to anticipate changes in customers, channels, suppliers, competitive dynamics, and emerging markets.

 

With insights from extensive consulting work around the world and his research on many large multinationals, Dr. Neale Martin (Professor of Innovation at Kennesaw State University) will equip you with success proven techniques to determine your competitive universe through gaining insight from the tsunami of Big Data to stay ahead in the competitive market. You will also discover how utilize customer insights to anticipate major market shift to ensure your organization do not missed out on massive growth opportunities or being hit by massive disruptions



Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.

Introduction

In this ever changing business environment, companies need to stay up-to-date to evolving trends to stay ahead of their competitors. Companies need competitive intelligence to better understand their competitors’ strengths and weaknesses, to monitor competitors’ products, advertising and brand platforms, all in an effort to influence their own strategic decision-making. A Fortune 500 company survey showed 55 percent make use of competitive information in composing business strategy. It is also known that companies succeed through improvements in competitiveness, leveraging core competencies, and competitive intelligence is at the core of the objective of improving competitive advantage. Besides that, competitive intelligence is also essential as it allows the organization to constantly learn from the successes and failures of their competitors. It can help an organization to introduce new products, discontinue products that competitors are now offering, and take other similar action depending on the needs of their businesses. Understand competitor’s activities is essential as well, but it is also crucial to understand what your customer values. Customer intelligence is also important for companies to gather valuable data to fully understand what customers valued and predict customers next move in order to stay forefront from your competitors. Customers’ feedback and purchasing insights are crucial here for companies to make strategic move in capturing their value.

 

To reach out this value, Clariden Global’s latest program on Competitor and Customer Intelligence: How to Get It, Use It and Profit from It, led by Dr. Neale Martin, author of the celebrated book Habit: The 95% of Behavior Marketers Ignoreand Professor of Innovation at the Kennesaw State University, you will be guided to integrate competitor and consumer intelligence to create a sustainable competitive advantage organization.

 

This program will assist you to understand your customers and leverage customer intelligence to stay ahead of their expectations. Besides that, you will be able to utilize customer insights to anticipate major market shift to ensure your organization do not miss out on big opportunities as well as avoid from being hit by massive disruptions. In addition, you will be able to determine your competitive universe through gaining insight from the tsunami of Big Data to stay ahead in the competitive market.

 

At the end of the 2-day program, you will be able to map out an effective strategy through understanding your competitor as well as monitoring their tactical shift and strategically strive your organization ahead through competitive intelligence.

What You Can Expect

  • Drive your Competitive Intelligence team to analyze your competitors and project their strategic moves and outcomes
  • Draw critical inferences from limited data about competitors' goals, mindsets, and behaviors
  • Employ proven methodologies, steps and theories in analyzing your consumers and competitors insights
  • Use competitor analysis to anticipate changes in customers, channels, suppliers, competitive dynamics, and emerging markets
  • Master your analytic skills in finding intelligence from the tsunami of information of your competitor and consumers
  • Reverse engineer a marketing plan that beats the competitors with much higher budgets

Who Will Benefit Most

Director, Head of Department, General Manager, Senior Manager, Manager, Senior Executive, Executive relating to:

  • Business Development
  • Sales
  • Marketing
  • Product Development / Product Management
  • Business Intelligence

Program Outline

Day 1

 

Session 1: Introduction: Integrating Competitor and Consumer Intelligence to Create Sustainable Competitive Advantage

  • Dynamics of marketplace requires ongoing, dedicated analysis of Consumers and  
    • Does your organization move at the speed of the global market?
    • Where does CI/CI exist within the organization?
    • Reporting structure
    • Timing of dissemination of findings/analysis
  • The limitations of Cloud-based analytics
  • Dramatic increase in amount of information can lead to decrease in comprehension/understanding
  • Big data used primarily for tactical applications
  • Most companies not set up to manage real-time data
  • How do you separate out anomalies from trends?
  • Social media provides unprecedented access to customer data
  • But data is not intelligence
  • Imperative to create a framework by which to gather, analyze and understand competitor and consumer information 

 

Session 2: Understand Who Are Your Customers?

  • Who are your customers? 
    • Markets
    • Segments
    • Geographies
    • Who competes with your brands?
  • Customer Intelligence: The buying center 
    • Decider
    • Shopper
    • User
    • Payer
    • Influencer
  • Case Study: Coca-Cola and the case against sugar
  • Customer loyalty is a myth: The Empirical Laws of Repeat Buying Behavior

 

Session 3: Probing the Conscious and Unconscious Minds Of the Customer

  • Determine the conscious and unconscious minds of the customer 
    • Habits and other unconscious behaviors
    • Post hoc rationalization versus reasoned action
    • Threshold Analysis
  • Sources of information 
    • Quantitative
    • Primary
    • Secondary
    • Big data
    • Qualitative
    • Ethnographic studies
  • Observation
  • Deep interviews
  • Biometric research
  • Instant assessment of unconscious processing
  • Types and use of biometrics 
    • Eye tracking and pupil dilation
    • EEG
    • Heart rate
    • Skin conductance
    • fMRI
    • Others and combinations

 

Session 4: How To Anticipate Major Market Shifts

  • Missing the big opportunity
  • Avoiding massive disruptions
  • Case Study: What did Nokia and Blackberry Not Understand?

 

Day 2

 

Session 5: Determining Your Competitive Universe

  • Direct competitors 
    • How is the market for direct competitors partitioned?
    • What is the market’s growth rate?
    • What is the market’s potential?
    • Is the market attracting new competitors? Are competitors exiting?
    • Barriers to entry?
  • Indirect competitors 
    • What are the gaps keeping them from becoming direct competitors?
    • Remember the Maginot Line 
  • Suppliers 
    • Opportunities for vertical integration
    • Distribution networks
  • Out of category replacements
  • Hallmark vs. Facebook
  • Amazon vs. the World

 

Session 6: Finding Intelligence in a Tsunami Of Information

  • Almost half of CI is not used
  • Big data causes big headaches
  • Separating signal from noise in a sea of noise

 

Session 7: Strategy Mapping from the Intelligence Collected

  • Understanding competitors via strategic intent
  • Understanding competitors via corporate vision
    • How does each competitor view its competitive landscape?
    • What are its growth requirements?
    • What are its margin requirements?
  • Monitoring competitive strategic shifts 
    • Suppliers: What are they buying?
    • Want ads: Who are they hiring?

 

Session 8: Forming an Effective Competitive Intelligence Team

  • Competitive Intelligence 
    • CI as process
    • Dedicated CI team vs. ad hoc or intermittent CI
    • Sources of information
    • Paid sources
    • Free sources
    • Government sources
    • Patent filings
    • Stock market filings
    • Legal filings
    • FoIA
    • Creating an architecture of information analysis
    • Deriving insights and intelligence
  • Affecting organizational change with CI 
    • Establishing credibility
    • Overcoming confirmation bias
    • Dashboards
    • Reports
    • Predicting major disruptions
  • Competitor Intelligence Ethics 
    • Case Study: Autonomous Vehicles

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Venue: Stamford Plaza. Auckland
Date: 19 - 20 June 2017
Faculty: Dr. Neale Martin
Early Bird 1: NZ$1,695 (by 26 April 2017)
Early Bird 2: NZ$1,895 (by 22 May 2017)
Regular Fee: NZ$1,995
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Contact: pravind@claridenglobal.org
 
 
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