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The 2009 Report on Bath and Skin Care Products for Babies and Children: World Market Segmentation by City
This report was created for global strategic planners who cannot be content with traditional methods of segmenting world markets. With the advent of a "borderless world", cities become a more important criteria in prioritizing markets, as opposed to regions, continents, or countries. This report covers the top 2000 cities in over 200 countries. It does so by reporting the estimated market size (in terms of latent demand) for each major city of the world. It then ranks these cities and reports them in terms of their size as a percent of the country where they are located, their geographic region (e.g. Africa, Asia, Europe, Middle East, North America, Latin America), and the total world market.82% (5)
In performing various economic analyses for its clients, I have been occasionally asked to investigate the market potential for various products and services across cities. The purpose of the studies is to understand the density of demand within a country and the extent to which a city might be used as a point of distribution within its region. From an economic perspective, however, a city does not represent a population within rigid geographical boundaries. To an economist or strategic planner, a city represents an area of dominant influence over markets in adjacent areas. This influence varies from one industry to another, but also from one period of time to another.
In what follows, I summarize the economic potential for the world's major cities for "bath and skin care products for babies and children" for the year 2009. The goal of this report is to report my findings on the real economic potential, or what an economist calls the latent demand, represented by a city when defined as an area of dominant influence. The reader needs to realize that latent demand may or may not represent real sales.
Why Distributed Marketing Systems Fail
Distributed Marketing systems, in the broader ecosystem of Marketing Resource Management, isn’t a simple shoe-in to solve for the challenges of decentralized marketing organizations. And perhaps especially due to the relatively young nature of the industry, both the technology, and the partner selected, need to be the proper fit to meet the challenges of such an organization head-on. I thought about this while reading an article recently published by Adweek titled The Trouble with Back-Ends: Why Publishers can’t Publish on the Web. The article highlights the high-probability of failure for Content Management System (or CMS) installations, even recounting a $20 million debacle at BusinessWeek that purportedly led to the publication’s financial demise. The giant takeaway from the article? There is no silver-bullet…..Every publisher has different needs for how they manage their content online. Why do so many get it wrong? The lucky few were lucky….or they had enough foresight to think through all business requirements, and how the organization can grow with the platform to which they commit. For the unlucky? Over time, millions of dollars are invested – both in hard-costs and labor – which inevitably gets tossed aside once the white flag goes up. So how can a decentralized marketing organization avoid the same pitfalls publications are making when choosing their CMS systems? There are a few key points that come to mind helping decision makers at decentralized marketing entities choose the proper distributed marketing partner. Software versus Service – Does Your Partner Provide Both? Perhaps the greatest point to look for in your partner: to what extent are they strictly a software company versus a marketing services company? How does your potential partner make a living? Let me explain why this is important. Surely – no matter what type of company you look at, they must build, configure and maintain their own technology. The difference is software companies will license you their software (they make money on the software). A marketing services company, on the other hand, will provide you the software as a means to provide services to the field (they make money on the marketing services behind it). All things the same…..which one is better? It depends. Without a doubt, the number one rule in running a successful distributed marketing strategy to properly support decentralized marketing initiatives is putting people behind those initiatives. This includes strong Account Management (to be guiding forces of best practices through the use of software) and strong field customer service (knowledgeable experts on the phone to guide end-users of the software and preach local marketing best practices). Typically, a marketing services organization will provide much stronger Account Support when compared to a pure-play software company (whose Account support may be non-existent). Large Fortune 100 enterprises may prefer the pure-software route because they want to operationally staff and manage the entire initiative – including the whole vendor marketing execution chain behind the system. On the other hand, organizations that feel it would be better served outsourced, or simply don’t have the resources to add another operational layer, often require strong account management. We often like to quote a famous line from Field of Dreams – “If you build it, they will come.” In reality, nothing can be further from the truth. You need to push methods for strong field and user engagement behind the platform. Either way you slice it – the general rule of thumb is that without strong support (usually with a pure software install), a distributed marketing initiative will fail. An Ad Builder? Or a Marketing Platform? Know the Difference. Second rule. Whenever the onus is placed on the field to finish the marketing execution chain, it impacts adoption (negatively). We often refer to this as the “last-mile problem”. What do we mean by this? Many companies represent that they have a marketing platform, but at the end of the day, all it really is is an Ad-Builder. The user builds an Ad (in whatever medium – e-mail, direct mail, social media, etc.), but then he/she is responsible for taking it the last mile…. to an e-mail system to send the e-mail, or a printer to mail the file, or a social media site to broadcast the message. If your system can’t handle this in a turnkey manner, deflecting the responsibility to the field is a sure-fire way to decrease use of your marketing programs/materials and lead to a failed initiative. Concentrate on Your Core Requirements, but Make sure you can Grow In consideration to the above requirement, the honest feedback is that no one company has “all-areas” covered. You’ll also most likely need to take baby steps on how you launch your platform and corresponding services to the field. Its a marathon, not a sprint. In marketing, we always love to focus on the buzz words of what’s hotWhat's New for Newborns?
Some of the most popular nursery and baby shower themes over the past year have included sailboats, grown-up sophistication (think damask prints) and safari. But the buzz is that bees are the next big thing for babies. From pet names like "honey-bee" for little ones to a play on words such as "B is for Ba-bee", it's easy to see why bees suddenly seem to be swarming the baby market. This adorable birth announcement by Jasmine and Woo will have friends and family buzzing over the cuteness of your new addition -- FineStationery A diaper cake featuring Bert's Bees baby products makes for a great shower gift -- Too Cute Baby Gifts Have this metal wall art personalized with your baby's name for a unique nursery decoration -- etsy seller RustyRoosterMetal Place this bee-colored ottoman at the foot of your baby's crib for a soft, yet stylish, place to lounge -- Anthropologie These cute bee-inspired mary-janes are perfect for protecting your little one's toes -- Posh Tots Serve bumble bee cupcakes at your shower for dessert -- Icing and Ink
He was supposed to be dead...
But Jack Starling was very much alive and looking for answers. His investigation into his crew's ambush leads him to the fling he had a year ago with Hannah Marks. Although Jack is reluctant to believe Hannah had a role in the attack, it is clear she's hiding something, and Jack's suspicions only mount when he meets her daughter.
Determined to unveil her secrets, he vows to stay close. Then Hannah is nearly killed, and Jack must step in--as her baby's bodyguard--while battling his growing desire for the woman who might have betrayed him.
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