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Marketing in the past was about selling, selling, and selling
It turns out that people began to resist sales pitches, and often they didn't even need what they were buying.
Someone opens the closet and sees clothes they haven't used yet, takes food that has expired out of date from the refrigerator, sees their car lose value because the brand launched a newer model.
In general, industrial society is capable of creating many products, but the consumer, in turn, may not even need them.
It forms a gap, a distance between what is produced and what the consumer wants or needs.
Many call our society post-industrial, since more information flows through the production chain, avoiding excesses and attuning the industry to the most current demands.
In this information age, marketing moves from a sales effort to an effort to identify needs.
It is in the field of small unmet needs that niches arise.
Many success stories stem from the search for unmet needs.
Smart Fit was able to identify that people wanted a simpler gym, almost a condominium gym, that was accessible and uncomplicated and created an empire based on that need.
The Starbucks chain or more locally the Duckbill, identified the importance of islands of peace in urban chaos and built their networks based on this need.
Project presentation (1h)
The consultant will make a conceptual presentation of Geomarketing and how it is used in niche market studies.
Client-consultant alignment (2 hours)
Clear and sincere explanation of expectations regarding the niche to be found or validated.
Presentation of references from other networks that focus on that niche or nearby niches.
Development (6 hours)
The consultant will focus on the market, the behavior of people in their daily lives and lives.
In the first part you will study the main structures, then you will analyze local, national or international trends that point to changes in behavior.
Publication of the studies:
- Population profile in a region
- Cut profiles into groups
- Applying trends to the life journey
- Dimensioning the opportunity
Alignment with the client (2 hours)
Debate about the main findings and definition of paths to follow.
Presentation of profiles and trend projections.
Refinement (4 hours)
Definition and validation of a niche as a market opportunity.
Final presentation (1h)
After this journey, the consulting staff will present the complete cycle of analysis, learning and conclusion.
This presentation may be recorded for consultation and subsequent dissemination.
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