INTERSECTION MARKETING

Since I began, in the year 2010, my ongoing  research: studying industry dynamics, market segments, and changes in and around product  categories, I have been convinced that
Intersection Marketing has the potential to help businesses drive customer-following. This is because, my observation of the business landscape has clear evidence that: 

 "a firm could develop great marketing supported by large budgets but will not make a dent or even move a needle unless it creates intersection space that align her strengths to markets; unless a new customer sweet-spot emerged; and unless it create market space that opens some defining gaps from competition. Then success could be dramatic in terms of sales, profits, and market position".


WHAT IS INTERSECTION MARKETING?


Intersection Marketing model aims to help Businesses intersect or align their strengths to markets through Insights from Business Intelligence.

Here is, for example, how Etisalat Nigeria and other Companies have Mathematically demonstrated Intersection Marketing:

  •  Etisalat Telecom Strengths + insights from Browsing-on-the-go trend = Easycliq
  • Amstel Brand Equity + insights from Sugar-Conscious Trend = Amstel Low-sugar Malt
  • Yoplait Yogurt Producing  power + insights from Eat-on-the go Trends = Gogurt.
  • MTN Telecom Strength + People's desire to spend Less when making calls = Supersaver  Tariff Plan.
  • More so,  when IKEA discovered people wanted furnitures at substantially lower prices, in response, IKEA created Knockdown furniture.

Those firms demonstrated  intersection marketing by matching their business strengths to insights from customer intelligence, - turning private and latent needs in to profitable opportunities.


Intersection Marketing  was designed to help businesses align to markets through insights from Business Intelligence. It aims to help Businesses use the guidance for Creating Customer-compelling values that define what people will-be-willing -to-buy.

 

With Intersection Marketing, firms stand the chance of marketing successfully! 

Consider a Person looking for detergent powder for washing clothes. Such person has several options as objects of choice decision: 

  •  One-wash
  • Stain-removal
  • Sparktly-clean, colour-protection etc

 If one-wash is selected as purchase option, the brand, perhaps, Ariel that represents one-wash in the minds of the consumer becomes a choice driver, making other brands other brands irrelevant in the powdered-detergent space.  And this is the reason we are sensitized by Ariel frame to focus on  "One wash"  - a customer-compelling sweet spot, created in the detergent industry.

 

Amstel Malt  in the same wise, created mind-compelling space, "Low-sugar malt" in  the malt category. This initiative helps Amstel became relevant to sugar-conscious-consumers, the first choice during malt-purchase-decision.

 

In the mouth-care arena, similarly, Oral-B Toothpaste tells us to consider "strong Teethwhen the need for mouth-wash arises. With this initiative, competitive arguments were not on the radar screen". 

 The examples above demonstrated Intersection Marketing initiative. "They created Market-compelling values people were willing to buy.

 Intersection Marketing  help businesses:

  • Create Customer-compelling values
  • Innovate what people would be willing to buy.
  • Pioneer new categories or subcategories!
  • Innovate Must-haves,
  • Create Relevance
  • Create objects of choice decisions!
  • Exclude competition from purchase option
  • Prevent brands from sinking into irrelevance!
  • Drive Customer Loyalty & Relationship!
  • And ultimately help business succeeding successfully.


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