900 words, a 5-6 minute read
Thriving as a business means growing your brand … and doing this faster & better than the competition requires Insight.
Not just data or facts, Insight explains the ‘Why?’ behind the trends we see.
By understanding the ‘Why?’, brands can better know the Consumer, and as a result create better products, or develop more targeted activation plans. However, to do this Insight first needs to be demanded & embraced by the organisation.
Panasonic knew this. As a very successful electronics company, Panasonic prides itself on high quality products and therefore culturally has a very strong technical focus. However, as a global player, the company recognised that to grow even faster it is critical to understand how categories & customers differ in each market in which it plays, and to place these insights at the centre of what they do.
Developing the Panasonic Insight Driven Value Training Programme
In 2021 Panasonic asked Optima Retail to build on the work we were already doing together to help them build a more consumer & data led culture in the business, and further develop team capabilities to execute a new growth strategy.
The ambition for the programme was to drive a cultural shift, where future innovation and go to market plans would be led by Insights (not assumptions), driving new value for the Panasonic brand.
What resulted was an 11 module “Insight Driven Value” training programme, released online in English and Japanese over a period of 12 months. Each of the 11 modules was focused on a different topic, from building a base understanding of what an Insight is and where it comes from, to introducing the different stages of the Customer journey and then exploring more advanced topics like Insight led Product/Packaging and how to develop a Category growth story.
Key principles were explained in bite-sized chunks, and each module was brought to life with case studies, quizzes and hands-on exercises so participants could learn by doing, as well as a community forum where questions could be asked and best practice shared.
Our focus was to shift the culture in 3 key ways:-
1. Bringing the outside in
2. Data Driven
3. Keeping it simple
Optima Retail work with a range of brands to help them better understand their customers and the market opportunity for their brand. We then work with them to develop growth strategies which deliver these opportunities often including building brand & category stories which are presented to their retail customers. To find out more about how we may be able to help you, please get in touch via our contact page.
Photo credits : Pexels.com / (1) This is Engineering, (2) Pixabay, (3) Fauxels