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What’s Inside:
Editor’s Note Each quarter the Blueprint Newsletter will bring the latest new and exciting information, presented in a clear, easy-to-understand style. Above all, we want you to get the gist of our messages in one reading. Keeping our readers in mind, we will keep a constant style and content to meet your needs. We hope you are pleased with this quarterly newsletter and if you have any questions or suggestions, please contact us. Issues of Blueprints will have the following sections:
Enjoy! In this issue: A Message from Javier Flaim, CEO of Markitecture It is with great pleasure that I welcome you to our first Blueprint edition of 2007. Our goal is to maintain a steady stream of ongoing communications with the broad Markitecture community by providing important news, information and insight into marketing, new products and innovation. This online newsletter offers a unique opportunity to interact, learn and exchange ideas with each other and key Markitecture executives and consultants. Whether you are a current client or considering our services and solutions, we think you’ll find plenty of useful information here that applies to both you and your business. We welcome your feedback as we continue to add more articles and content to our site and newsletters. Regrettably, I relay the sad news that Robert Shulman, our firm’s founder, has passed away. As CEO of Yankelovich Clancy Shulman, Inc. and CEO of Copernicus – among his many accomplishments – he served as a profound and dynamic source of inspiration to everyone he worked with. All of us at Markitecture are honored to continue Robert’s groundbreaking work and his mission to provide clients with superb marketing consulting expertise in order to bring their brands, products and services to new levels of success. I personally started my career working with Robert 17 years ago at Yankelovich, Clancy and Shulman and later followed him to both Copernicus and Markitecture. Having now been here at Markitecture for several years, I look forward to taking over the CEO role. Together with a strong bench of marketing consultants and marketing researchers. Markitecture will continue to provide our clients with a unique balance of technical analysis, research insight, strategy consulting, innovation work, and creative services – conveniently from one company. Please take a look at this quarterly newsletter for additional information on how Markitecture can become your “Marketing Partner” and help meet all your business-to-consumer and business-to-business marketing needs. Thank You and Happy New Year! New Product Spotlight Phillips Research Technologies Ambiant Light Technology
Ambilight is being called the new TV experience It is frequently noted that we as humans often have the need to have technology that multi-tasks. Why not watch television and use the extra space surrounding the base to bring in Ambient Light technology - a distinctive theater lighting system that actively adjusts both brightness and color based upon picture content. Integrated into the television cabinet, Ambient Light Technology enables your eye to see more picture detail, contrast, and color while eliminating on-screen reflections for a better and more immersive viewing experience. Prior to the actual experience, the first tested small group did not think that they were going to like Ambilight technology; once they experienced it, their attitude changed. This reaction enabled Philips Technology to make sure that the light being projected from the Ambilight television was soft and unobtrusive. To read the continuations of this article please click... Technically speaking: Concept testing is the process of using quantitative methods (application of quantitative market research techniques) and qualitative methods (research techniques, used in marketing and the social sciences, where data are obtained from a relatively small group of respondents) to evaluate consumer response to a product idea prior to the introduction of a product to the market. Following the exposure to the test concept, consumer respondents evaluate it on a purchase probability scale. After respondents have been exposed to the concept, they rate the critical attributes of the test product, as well as its key competitors. Furthermore, respondents establish an anticipated purchase cycle for the test product and convey attitudinal, behavioral, and demographic information that can be used to profile people who are either likely to try the product or those who probably will not try it. To read the continuations of this article please click... About the Holy Bible and Sports Fans Did you know that about 92 percent of American people own at least one copy of the Bible? In addition, about 67 percent say that the Bible holds the answers to basic questions of life. Further 13 percent of sport fans believe that God affects the outcome of sporting events. Afraid your credit card info taking the course of stolen if you use it online. To send your comments: info@markitecture.com Announcements Glance from end to end …the brand new Markitecture Internet site! Highlights include: who we are, why new products are the fuel behind organic growth, and what we can do for your company. New information is now available on each of our vertical markets:
Learn more about our BrandNew™ Process, the ten-step process that effectively combines qualitative innovation techniques, creative insights, and quantitative analysis to drive successful organic growth through new/renewed product and brand introductions. Search for career opportunities: Markitecture, since the firm‘s founding in 2000 by Robert S. Shulman, has been committed to hiring the highest caliber, innovation-driven employees. Our team comes from multiple disciplines (marketing research, consulting, brand management, etc.) and with a variety of industry experience (Agriculture, Automotive, B2B, Chemicals, CPG, Financial Services, Food, Media, OTC / Health & Beauty, Pharmaceutical, Retail, Sports & Entertainment, Telecom / Wireless, Travel) giving Markitecture the unique capability of helping growth-oriented companies, bring new products and services from Inception to In Market™. Let us know if you have what it takes to be a part of the Markitecture team. The BrandNew™ Guru Speaks The Top 10 Reasons New Products Fail Introducing new products successfully requires: 1) a defined process that is followed almost slavishly, 2) sufficient expertise and resources, and 3) patience. Who wants to do any of that? Talking about process, expertise, and patience is boring to everyone except engineers (and people who introduce new products successfully.) So, with apologies to David Letterman, let’s show what happens when you try to introduce new products any other way. Here are the top 10 reasons new products fail: Contact Markitecture Please click the link below to give us feedback on this issue of Blueprints. We will try to incorporate as many comments as we can in the following issue. Please feel free to pass this along to colleagues so that they can sign up to receive on our website. |
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