Triodos Marketing Plan
Contents
1. Introduction 3
2. Qualitative Research Methodology – Rationale for Area of Research 4 2.1 Exploratory Studies 4 2.2 Sampling 4 2.3 Focus Groups 4 2.4 Individual Depth Interviews 4 2.5 Segmentation 5 3. Qualitative Research Methodology – Considerations & Objectives 6 3.1 Sampling 6 3.2 Focus Groups 7 3.3 Individual Depth Interviews 7 3.4 Segmentation 8 4. The Value of Segmentation – Results & Recommendations 9 4.1 Focus Groups 9 4.2 Individual Depth Interviews 12 4.3 Recommendations 16 4.4 The Value of Segmentation 18 5. Conclusion 19 6. References 20 7. Appendix 22 Appendix A – The Qualitative Research Process 22 Appendix B - Maslow´s Hierarchy of Needs 23
Introduction
The objective of this report is to explore the relationship between the economic crisis and the Triodos brand across a wide sample of existing consumers of Triodos Bank, a European bank that only finances sustainable organisations (Triodos Bank 2011). The report shows that Triodos customers can be segmented into four clusters, and makes recommendations for marketing strategies using segmentation.
The economic crisis that erupted at the end of 2007 has negatively affected banks in Spain (El País 2012). However, since the banking crisis began, Triodos Bank´s Spanish operations have experienced significant growth (Triodos Bank 2011).
The report is structured in three sections: | 1. The rationale for the qualitative research methodology and segmentation research. | 2. The general methodological considerations relating to how the data was collected, and the objectives of each approach. | 3. Examples of output, recommendations for Triodos Bank marketing campaigns and the value of segmentation. |
The resources used include secondary sources and literature addressing the qualitative market research methodology and segmentation. Data collected in focus groups and
1. Introduction 3
2. Qualitative Research Methodology – Rationale for Area of Research 4 2.1 Exploratory Studies 4 2.2 Sampling 4 2.3 Focus Groups 4 2.4 Individual Depth Interviews 4 2.5 Segmentation 5 3. Qualitative Research Methodology – Considerations & Objectives 6 3.1 Sampling 6 3.2 Focus Groups 7 3.3 Individual Depth Interviews 7 3.4 Segmentation 8 4. The Value of Segmentation – Results & Recommendations 9 4.1 Focus Groups 9 4.2 Individual Depth Interviews 12 4.3 Recommendations 16 4.4 The Value of Segmentation 18 5. Conclusion 19 6. References 20 7. Appendix 22 Appendix A – The Qualitative Research Process 22 Appendix B - Maslow´s Hierarchy of Needs 23
Introduction
The objective of this report is to explore the relationship between the economic crisis and the Triodos brand across a wide sample of existing consumers of Triodos Bank, a European bank that only finances sustainable organisations (Triodos Bank 2011). The report shows that Triodos customers can be segmented into four clusters, and makes recommendations for marketing strategies using segmentation.
The economic crisis that erupted at the end of 2007 has negatively affected banks in Spain (El País 2012). However, since the banking crisis began, Triodos Bank´s Spanish operations have experienced significant growth (Triodos Bank 2011).
The report is structured in three sections: | 1. The rationale for the qualitative research methodology and segmentation research. | 2. The general methodological considerations relating to how the data was collected, and the objectives of each approach. | 3. Examples of output, recommendations for Triodos Bank marketing campaigns and the value of segmentation. |
The resources used include secondary sources and literature addressing the qualitative market research methodology and segmentation. Data collected in focus groups and
References: Appendix 2: Maslow´s hierarchy of needs (Psychology Wiki 2012)