Presented below are projects representative of the work and experience Korat Marketing possesses.
Integrated Marketing Plan Development
Korat staff worked with an Australian software company to develop a marketing strategy and tactical plan for their entrance into the U.S. and U.K. markets. The integrated plan development entailed performing a situation analysis on the company, identifying strengths, weaknesses, opportunities, and threats. Through secondary and primary research, we then analyzed market and industry trends in each country, identified and researched target markets and likely competitors. We then developed a company positioning strategy, taking into account market sizing, competitive landscape and buyer behavior. We worked with the client to develop a hands-on tactical plan that addressed public relations, event participation, advertising, and channel development. We also prepared revenue projections based on sales price, discounts, customer acquisition, and churn.
Consumer Products Product Testing
Korat managed a series of at-home and on-site focus groups to test a new line of hair care products for a Colorado-based natural products company. Korat worked very closely with the category manager and product developers, developing questionnaires to evaluate product performance and preferences against a control. One series of tests included at-home use of blind samples of client product and control products, comparing performance and aromatic properties. Participants used products for a week, filling out a survey form after each product use. Another series of tests was conducted in a salon environment, with staff performing half-head preparation with test and control products. Participants were then asked to discuss any noticeable differences. Demographic buying patterns and product preferences were also obtained via written survey. Korat worked with product developers and marketing staff to provide the customer feedback that assisted in product formulation and development.
Industrial Products Target Market and Channel Recommendation
Korat staff managed and coordinated the primary research for a large, international manufacturer of solid surface materials needing market trends and channel information to increase sales in the United States. We managed and conducted in-depth interviews and focus groups in four regions of the United States: Los Angeles, Chicago, Atlanta and New Jersey. Mall-intercept surveys and interviews were also conducted at a national tradeshow for the kitchen and bath industry. This project entailed a multi-pronged approach to gathering data on a very tight schedule. Once data was collected, results were analyzed for trends and preferences, and used as a basis for overall company positioning strategy. Korat was responsible for orchestrating the interviews and focus group with potential clients, retail establishments and channel partners, compiling the findings and analyzing responses.
