About market research methods and company branding

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First interview with the new SMO Foxtrot
For the above tasks, the Foxtrot marketing department will be reformatted into a new standard. Now there are two types of strategies - during the war and the post-war strategy, which will be more aggressive, communicative and frank at the global level. Today we adhere to the chosen strategy, which was designated before the war.

Foxtrot is the market vietnam cell phone number list leader and will continue to hold this position. We are currently accumulating forces to capture the market.

For what maximum period can a strategy be planned today, taking into account the situation in Ukraine?

It is possible to plan only short-term strategies that are designed to capture the market or costs. Foxtrot depends on the supply of goods. Now it is already possible to predict the clarity of supplies.

There is a war going on in the country. Therefore, we are reformatting the matrices, taking into account the current situation. We are planning based on last year's experience. We want to convey to the client that Foxtrot cares about him and does everything possible to provide him with everything he needs.




What part does inbound and outbound marketing play in Foxtrot's digital marketing approach?

Original marketing, as classic, is about 95%, incoming only 5%. Foxtrot is now following a strategy of saving money. In the future it will be about 75% to 25%.

What are the most effective tools for interacting with clients in the retail niche?

We use predictive analytics of the user's purchasing history and behavior. Based on our database of past purchases, we can predict what and when the client will buy. Cyclic updates of equipment occur on an ongoing basis. Based on analytics, we understand with whom and when to communicate.

For example, if a client bought an iPhone, then in about 2 months they will buy an Apple Watch, and in another 2 months AirPods. Then you can make analytical conclusions and save budgets on companies to reach or form knowledge about the product and work with conversion campaigns.

First interview with Foxtrot marketer

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What is your approach to market research, both customer- and competitor-focused?

We conduct an internal analysis of the client's experience, track LTV. We also conduct a cohort analysis of the audience, conduct a survey and questionnaire of potential Foxtrot clients. In the future, we will distribute and scale the research to the entire market.

As for competitors, we make a weekly report on their strengths, as well as strengthening or weakening in communications, for example, opening stores or communications on radio or TV.

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How do you approach branding your company, its products and services?

Foxtrot branding was developed about 4-5 years ago. Now it needs some changes, which we will implement with the strengthening of the marketing team.

Branding can completely replace direct communication with the client, which brings benefits. When a person sees a corporate color or a smooth line, going around the letter "F", he already understands what kind of network it is. Even if a competitor uses your color and font, the client's mind retains an association with the first brand.

Therefore, branding should always be scaled and invested in. Every hryvnia invested in the brand saves 10 hryvnia invested in communications.

What's on your marketing dashboard and what KPIs are you tracking?

Some of my favorite metrics include Customer Acquisition Cost and Customer Retention Cost.

The budget is divided into two parts: new and existing clients. I also track traffic, average check and conversion across all channels.

How do social media influence choices? Where is brand presence already considered mandatory?

It is necessary to be everywhere, because each social network has a separate audience. You need to be present not only on Facebook or Instagram, but also work with Twitter (now X), TikTok, Telegram, the new Threads network.

Social networks together provide the strongest brand-building message. Each network needs to speak to the client in their language. This is the approach we take in social networks.



Combining Marketing and Charity
How do you see the ideal combination of marketing and charity? How to do it right?

If marketing is about money and customer experience, then charity is a story about the brand's face, its responsibility to society. Foxtrot is a company that has a clear position on charity. First of all, it is the support of the Ukrainian Defense Forces, as well as our employees who stood up to defend the country.

First interview with the new SMO Foxtrot

In addition, there are projects to help children who suffered from Russian aggression; support for homeless animals, including those rescued from the active combat zone, and support for the mental health of Ukrainians. These topics are very relevant.

Another important area for us is the creation of a barrier-free environment in our stores and even on the website. Thus, Foxtrot became the first retailer in its industry to initiate the implementation of network adaptation to the needs of visitors who are deaf by connecting a free sign language service. It is already available on the foxtrot.ua website, where a special web widget is installed on a separate page, and in 10 stores in Kiev, Lviv, Kharkov, Odessa, Vinnitsa and Dnipro.

First interview with the new SMO Foxtrot

Should charity be used at all in communication with a potential client?

In commercial communications, it is not worth it. We can talk about this with clients as fellow citizens. This is our social responsibility as a corporate business.

Can it be said that social responsibility of business today is a key component of its survival?

In fact, no. The survival of a company is based on its profit. I know many businesses that do nothing in this direction. It is more a question of conscience of the management, the owners of the company, whether to give part of the profit to social needs.