Defining the Profile of a European KONI Consumer - Management Assignment Help

Assignment Task:

Task:

The research objective was to redefine KONI’s marketing communication activity strategy by defining the cause(s) of the ineffectiveness of KONI’s marketing communications in Germany.

Sub objectives:
Defining the profile of a European KONI consumer based on their experience and interest to the KONI brand.

 Analyzing the customer-journey of a KONI consumer and defining the touch-points that can be used for marketing communication activities.
 Analyze opinion on KONI’s marketing activities among KONI distributors.
 Define how German competitors in the After-Market target the after-market audience.
 Define successful marketing communication tools in the industry/segment.
 Determine which marketing activities, should be used to reach the target group based on defined customer profiles, defined touch-points, best practices and distributors experiences.

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