Marketing Plan

Market and customer centricity are key for a business to thrive in today's highly competitive marketing environment. The challenge for modern marketing is to ensure every touchpoint in the customer's journey works for your business – be it in products, pricing and promotion or across all channels that influence customer experience. At the same time, digital age marketing needs to be as efficient as possible. Customer data and direct-to-customer strategies allow for improved customer values along the whole lifecycle. We develop 6 beat-down-marketing-strategies in our marketing plan to help our clients ahead of their competition.

 

1. Marketing Performance

 Let´s open the black box. Marketing Spend Effectiveness is a key driver for two outcomes: an increase your impact in your relevant market segments and an improve your marketing ROI. The latter includes the former and implies a deep understanding of the impact of marketing measures on the elasticity in customer purchasing behavior. We strongly believe in performance KPIs such as cost-per-order to model your optimal budget into the efficiency zone.

 

2. Digital Marketing

Digital Marketing comes with the benefit that it is an "open box" in terms of spending, effects and customer journeys. If you run an online shop, you can directly measure the effect of each euro spent in key words down to each basket. The formula "traffic x conversion x basket" provides the basis to calculate KPIs such as cost-per-order (CPO) and to improve the performance of your budget. 

 

3. Brands & Costumer Value Proposition

Your value proposition should answer the question every customer asks: "What's in it for me?" A unique, sustainable and relevant value proposition is the key for attracting and retaining customers in your brand ecosystem. We provide CVP design as well as brand strategy, brand portfolio management and brand building

 

4. Costumer Experience

Customers compare channels when looking for the best and seamless experience. We call this scenario the "Moment of Truth" - the moment where you either win or lose your customer. We help clients design their customer journeys, identify crucial touchpoints and develop smart concepts for positive customer interaction and joy.

 

5. Marketing Organization

Marketing organizations need to cope with new challenges like digital marketing, new competencies, new responsibilities and stronger focus on performance. Most marketing organizations are not yet ready to reach the next level. To unleash their full potential, marketing needs to face its biggest challenge yet: maturing into a high-performance organization. We provide a proven three step approach: 1. Assess tasks and delivery quality; 2. Define target picture by mapping status quo with ambition level; 3. Achieve next-level professionalism by defining a specific catalogue of measures.

 

6. Pricing

Pricing provides one of the most powerful levers to increase margin, decrease discounts and to increase sales. We offer a broad range of consulting services, including pricing audit, pricing structure, terms & conditions, service pricing; prioritization of pricing improvement levers; value-based pricing, pricing organizations and processes. We help you to design competitive pricing structures across categories and countries including rebate logics to maximize your profits.