4-Quadrant Marketing Analysis and How to Create and Select a New Marketing Project【Excel Template】
In this article, I’ll introduce the 4-Quadrant Marketing Analysis, and how to create and select a new marketing improvement project.
(Duration: 4:53)
DOWNLOAD ← Click this to download the “4-Quadrant Marketing Analysis” template file.
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Use 4-Quadrant Marketing Analysis for your Marketing Strategy
Hi, this is Mike Negami, Lean Sigma Black Belt.
With the Mentoring Program, I am helping one of our viewers with their project. He told me that he wanted to utilize his customer data and sales data, that have been collected over many years in his marketing.
First, I asked him to complete the Market Positioning template that I introduced in the last post, so we’d understand his products’ position in the market.
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Next, I needed to understand his company’s marketing activities. If you divide your marketing activities into four areas, you can understand them easily in-depth. Those four areas are the following:
The first consideration is that activities are “for new customers” or “for existing customers”. The second consideration is that activities are “using existing products” or “using new products”. Then, this makes four areas.
Activities with “existing products” and “for new customers” are “new customer sales”. Activities “with existing products” and “for existing customers” are “cross-selling”.
In addition, activities “with new products” and “for existing customers” are “new product development”, activities “with new products” and “for new customers” are “new business model development”. Marketing activities can always be categorized into one of these four areas.
Apply this categorizing to your marketing activities. Then, since you can see the big picture, you can think about which part is weak and what kind of improvement you need to make.
Create your marketing project by the 4-Quadrant Marketing Analysis template.
I made a template for this, so please click on the link below to download and use it to inventory your marketing activities. Please write how your projects went with the template in the comments section below.
DOWNLOAD ← Click this to download the “4-Quadrant Marketing Analysis” template file.
I asked my client to fill out this template.
This is his result. He did a great job. These are activities that he’s currently working on, but there is another similar table below, which is for activities that he would like to do in the future. When working on the 2nd one, please do not mind feasibility too much, more importantly list lots of ideas.
This exercise enables you to think of where you need to improve or new marketing project ideas. Since we cannot conduct many projects at the same time, we should prioritize among them.
How to select a new marketing project
You can do that prioritization with the last table:
Write project names in the blue section. Write your own project selection criteria in the green section. By default, it has “Degree of impact”, “How low the cost”, “Degree of feasibility”, but you can change or add according to your company’s needs.
Rate the importance of each criterion by 1 to 5 in the pink cells below. In his example, “Degree of feasibility” is the most important factor.Lastly, evaluate each project idea by rating from 1 to 5 in each criterion.
Then the final evaluation value will come out in the “Weighted Total” column. You can refer to these numbers and choose one as your next project to conduct. As a result, my client decided to start a project to establish a process that utilizes data for affiliated store sales.
Today, we’ve learned how to access your marketing activities and how to create and select your next marketing project.
