How do you assess the efficacy of your marketing programs?           Do you need to spend more in consumer franchise building activities or should you focus on immediate toplines?        Is your distribution network working for you?           Do you have the right channel partners?        Is your sales force adequately trained and motivated?     How do you put in place strategies to counter the dominant player’s aggressive market moves?           Do you have a business case sound enough for investors to fund your start up?           Should you scale up through Franchisees or company owned  stores?           What MIS/Business Intelligence do you need to track your customer behaviour?             How should you manage the economics of customer acquisition, stickiness and ensure an enduring customer life time value? Do you have the appropriate metrics to measure these?           How can you construct loyalty programs that are unique, low-cost and non-replicable?


 

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"Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.” …. Al Ries

 

           Marketing Strategy

  • Product Mix

    • Product lines (representation, profitability and synergy)

    • SKU effectiveness (impact on market place, costs, manufacturing and inventory)

    • Impact on distribution synergy

  • Pricing

    • Building cases for competitive, innovative and leadership scenarios

    • Price - value relationships

  • Sales and distribution

    • Establishing and evaluating distribution networks

    • Manpower deployment and structure of sales organisation (company and intermediaries)

    • Distribution cost : volume/share analysis

    • Thrust area identification

    • Reporting, control and monitoring systems

  • Communications

    • Objective formulation (the role that various elements of communication must play given the overall brand strategy)

    • Creative strategy development

    • Briefing systems (Creative, Media, PR)

    • Creative evaluation standards

    • Agency evaluation systems

    • Media mix decisions

  • Promotions

    • Sales and consumer promotion strategy

    • Promotion strategy evaluation against action standards

  • Profit Impact of Marketing programs

    • Setting objectives and action standards

    • Ensuring effective ROI's for thrust/maintenance programs

  • Research

    • Helping use of effective and practical research tools for diagnostics and aiding decisions

  • Brand evolution

    • Managing all stages of a brand's life

    • Qualitative equity development

  • Building equity

    • Casting long term brand positioning and equity direction

    • Creating smart, tenable positioning  

    • Leveraging brand equity

    • Managing Brand momentum

  • Brand financials

    • Understanding brands as P&L centres and assets with valuation

    • Managing brand investment vs. expense decisions

 

 

 

 

 
 

 

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