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Regardless of what industry you compete in, excellence in Marketing can make the difference between profit and loss. With most companies under pressure to grow earnings, many look to the marketing function to create the strategies, brand, products and services that deliver sustainable competitive advantage.
Leading organisations are reporting a change in focus and competencies in their marketing ‘mind-sets’ that are enabling breakthroughs in unlocking growth potential. These include:
- Delivering and acting upon customer insights throughout the entire business.
Knowing what your customers value and are willing to pay for and building effective organisational responses to these insights is critical to exploiting new demands from consumers. Every department in the company from R and D, operations and sales need to be focusing on identifying these insights and in providing value-added answers to key strategic questions.
- Aligning the business and brand strategies
Strong brands historically deliver faster growth and high shareholder value. Aligning the business against brand strategies involves focusing on 3 key imperatives:
- Delivering a differentiated brand promise at the front line
- Challenging your existing market definition to stimulate growth
- Aligning your resources (people, profile, time and cash) to your growth potential.
- Delivering a consistent channel/customer experience
With multiple channels, joint ventures and strategic alliances being the norm, it is critical that an organisation’s ‘knowledge’ of its customer’s touch points is both comprehensive and up to date. Marketing needs to work with other functions and processes to actively ‘manage’ brand delivery at the front line.
Our consultantÂ’s industry experience runs deep, with over 280 client assignments delivered either as part of the major consulting houses or within their own practices. They can help you deliver shareholder value from their insights in key areas such as branding, customer management and product development. They also have considerable experience in helping clients identify new opportunities and markets and improve profitability through customer management.
Our consultants have partnered with leading organisations to address and deliver against a number of key challenges:
- Multi channel integration
- Leveraging CRM assets
- Increasing profitability from key segments of the market/customers
- Sales force effectiveness
- Improving marketing spend efficiency and effectiveness
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