RB Profiler - Applications

Brand management and marketing strategy are particularly successful when the strategy is integrated and practical. Each step must be designed in the same "language" and should be from one source. With RB Profiler/TdW cooperation, this idea has become a reality:

In the beginning of a market development strategy, comprehensive market and customer segmentation must be considered (In terms of sociodemographic criteria, consumer behavior and value and needs profiles). With RB Profiler/TdW cooperation, companies can assess whether or not their traditionally defined segments share the same values and needs. This shows whether the target groups require a uniform marketing approach, or whether the they should be addressed by segment-specific marketing activities. Alternatively, companies can develop a new, entirely needs-based segmentation.

RB Profiler/TdW cooperation provides companies with detailed knowledge of markets and customers. This knowledge pays off when the brand strategy is developed. The current value profile of a brand can then be directly compared with customers' values and needs as well as with their perception of other brands. RB Profiler/TdW cooperation helps answer the following questions:

• Does the brand meet the value system of the relevant target group?
• Are the needs of potential customers adequately addressed?
• How are the competing brands doing?
• What are strategically and economically attractive future brand strategy options?

In addition, the economic relevance of each target group can be measured. This makes it possible to identify gaps in the market and develop brand positioning options and strategies that can be assessed thanks to the extensive database. Thus, an effective marketing strategy can be developed that directly responds to customers’ needs.

RB Profiler/TdW cooperation also provides the data required for implementation. TdW data on media usage, leisure time, general interests and consumption behavior or price sensitivity enable companies to precisely define the entire marketing mix – from media planning and POS consumer behavior to price positioning.

In campaign and efficiency monitoring, RB Profiler/TdW cooperation is also very helpful. Thanks to continuous data updates, brand perception, consumer structures and communication effects can be analyzed and monitored over time.

The new strategy tool provides companies with clear competitive advantages. No other approach to segmentation, brand management or marketing strategy offers such comprehensive and efficient support throughout the entire market strategy process. The method is holistic, quantifiable, representative, flexible and relevant. And extremely attractive in terms of costs and performance.