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Fallon Workbook

Fallon Workbook

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Published by MonicaIacob

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Published by: MonicaIacob on Mar 03, 2009
Copyright:Attribution Non-commercial


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50 South Sixth StreetMinneapolis, MN 55402T
Identifying The Problem.A Guide to Understanding and DiagnosingOur Clients’ Business –The Fallon Way
 October 5, 2001
Identifying The Problem.A Guide to Understanding and Diagnosing Our Clients’ Business –The Fallon Way
Creatively solving a brand/business problem is a three-step process: identify the problem,identify the solution, execute against the solution. Here is a guide to help you identify thebusiness problem and its possible causes.Here’s a list of thought starters that you can use to interrogate a business—to get to thebusiness issues quickly. Not every single question needs to be answered for every client. The artof this process is to focus on what matters in your particular inquiry, from the wealth ofinformation that’s available. It’s your personal judgment, interpretation, intuition, and experiencethat will make the difference. So, once you know the business you are going to investigate, youcan quickly scan through the questions and rank their importance to your particularinvestigation: 0 is unimportant, 5 is very important.Then note the best resource for the important questions. What's your best resource? Often it'sthe client or prospect. But a word of caution: it makes sense to do all the homework first. Ithelps to know a lot about the business situation before you start pressing the client executiveswith questions.(You may want to take the electronic version of this document, then copy, paste, and amend thethought starters to build an even more focused guide for your investigation. You can find thisdocument under XXXX on the main server or under xxxx on fallonet.)
There are three interrelated areas to investigate:
I. Internal Realities
-Financials-Prod./Portfolio Mgmnt-Price-Distribution-Promotion-Culture
III. ConsumerPerceptionsII. External Catalysts
-Economic Conditions-Industry Trends-Societal Trends
We've arranged the sections in an order that addresses the hard-core business questions first,then graduates to the softer and more elusive consumer questions.
A Guide to Understanding and Diagnosing Our Clients’ Business –The Fallon WayTable of ContentsPage NumberI. Internal Realities
Financials 4b.
Product/Portfolio Management 5c.
Price 6d.
Distribution 6-7e.
Promotion 7-8f.
Culture 91.
Vision/Heritage 92.
Talent 103.
Organization 10
External Catalysts
Economic Conditions 12b.
Industry Trends 12-13c.
Societal Trends 13
Consumer Perceptions

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