Friday, April 30, 2010

Mindy Grossman's Keynote Speech at the Interactive Retailing Conference

Via Always On:

The keynote speaker was Mindy Grossman, the CEO of HSN. I say, “HSN” rather than “Home Shopping Network” because one of the modernizing changes she has made is updating the name – kind of like KFC, but with less to hide.

... Did she use the BCG matrix – identifying stars, cash cows, problem children and dogs based on market share and growth? Was there qualitative and quantitative research involved? Did she, like Showtime, define the unique look, feel and personality of HSN and then pick products that supported it and simply felt right? Did she segment her target market? I certainly hope and imagine she did. I think that market segmentation is perhaps the most important element of marketing strategy.

Watch the full video here.

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