Product Type: Market Research Report
Published by: InfoTrends/CAP Ventures
Published: September 2006
Product Code: R290-313Description Graphic communications company owners continually complain that profit margins are rapidly deteriorating in the U.S. market, in part because offerings are perceived as commodities. To dispel this belief and restore the graphic communications industry to sustainable growth, firms are emphasizing specific niche opportunities and catering to more focused customer needs. Successful providers are taking a targeted market approach to decommoditize their products and service offerings.
This report provides print providers with the knowledge to identify target markets, provide differentiated value proposition, get more attention within your market space, be viewed as and become and expert within the segment, and deliver more effect marketing to a targeted client and prospect base.
Table of Contents
- Introduction
- Criteria for Segment Selection
- Are they Identifiable and Measurable?
- Is the Segment Substantial? Is it a Growth Market, or is there Opportunity
- to Gain Share Based on Your Technology?
- Is there Easy Access to the Segment?
- Does the Market Have Unique Needs that Let Your Organization Provide
- Differentiated Value-Add to the Customer?
- Is the Market Durable? Is it Stable so the Cost of Changes is Minimal?
- Segmentation Strategies
- B2B
- Market Expansion: Targeting Existing Customers
- B2C
- The Internet Changes Everything!
- Segmenting the B2C Market
- The Value of Customer Service
- The Value in Vertical and Horizontal Market Niches
- Identifying a Vertical Market Niche
- The Horizontal Niche Market Opportunity
- Building your Niche: Vertical or Horizontal, B2B or B2C
- Case Studies
- Inter-State Studio: Vertical Market Success Can Lead to Diversification
- and New Opportunities
- Inter-State Studio and Publishing: Memories for School Children
- Business Growth in a Tough Market
- Visionaries Look at the Market Differently
- The Ingredients for Success
- Associates Graphic Services: Target Marketing at Work
- Market Focus
- Market Positioning
- Higher Education Success
- Effective Targeting
- VistaPrint: Building on a B2C Vision
- A Well-Identified Target Market and a Solid Value Proposition
- Vision and a Manufacturing Model to Match
- The Value Proposition
- Products and Services Designed with the Customer in Mind
- Mastering the Art of Promotion
- Then There’s Loyalty!
- Appendix: Critical Trends in Vertical Markets
- Accommodations
- Principal Market Segments and Size
- Key Trends
- Educational Services
- Principal Market Segments and Size
- Key Trends
- Financial Services
- Principal Market Segments and Size
- Key Trends
- Food Manufacturing
- Principal Market Segments and Size
- Key Trends
- Hospitals
- Principal Market Segments and Size
- Key Trends
- Insurance Carriers and Related Activities
- Principal Market Segments and Size
- Key Trends
- Retail Trade
- Principal Market Segments and Size
- Key Trends
- Telecommunications
- Principal Market Segments and Size
- Key Trends
- Transportation Equipment Manufacturers
- Principal Market Segments and Size
- Key Trends
- List of Tables and Figures
- Figure 1: Screen Shot of Corporate Press’ What’s Cookin’ Newsletter
- Figure 2: Screen Shot of Card Café’s Web Site
- Figure 3: Screen Shot of VistaPrint’s Web Site
- Figure 4: Screen Shot of Shutterfly’s Web Site
- Figure 5: Do you emphasize specific vertical markets in your business plan or day-to-day operations?
- Figure 6: Which of the following vertical markets do you focus on?
- Figure 7: Screen Shot of Inter-State Studio & Publishing Web Site
- Figure 8: Template for a Coupon Mailer from Convertible Brands
- Figure 9: Associates Graphic Services’ Headquarters
- Figure 10: Wesley College’s Customized Communications
- Figure 11: Speakman’s Marketing Collateral
- Figure 12: Screen Shot of VistaPrint’s Web Site with Business Cards Promotion Highlighted
- Table 1: U.S. Census Bureau Data for the Accommodations Sector
- Table 2: U.S. Census Bureau Data for the Education Sector
- Table 3: U.S. Census Bureau Data for the Financial Services Sector
- Table 4: U.S. Census Bureau Data for the Food Manufacturing Sector
- Table 5: U.S. Census Bureau Data for the Hospital Sector
- Table 6: U.S. Census Bureau Data for the Insurance Sector
- Table 7: U.S. Census Bureau Data for the Retail Sector
- Table 8: U.S. Census Bureau Data for the Telecommunications Sector
- Table 9: U.S. Census Bureau Data for the Transportation Sector
|
|
