Market Interface

Today’s customers are more aware of their choices and access to competitive offers – making, capturing and retaining their business more challenging than ever before. These challenges mean that marketers and sales forces must rethink their marketing and brand strategies, the way their organisations are structured, their decision making on pricing, advertising, marketing outlay and sales campaigns, and the metrics they use to measure performance.

We analyse customer characteristics and perform customer segmentation and clustering to develop customer-centric service delivery models.
We analyse market demand and competition to realign marketing strategies.
We assist in evaluation and management of product portfolios and brands.
We implement state-of-the-art costing methodologies to elaborate pricing strategies based on integrated margin management concepts and optimise overall value.
We carry out thorough assessments of network.

Our key areas of expertise include:

Marketing strategy
Sales strategy & sales force effectiveness
Product /service costing & pricing

Indicative engagements

Sales channel review of a major mobile operator

We assisted the Chief Operating Officer of one of the three major mobile operators in re-drawing the channel strategy, constructing a reporting mechanism for channel performance – aimed at generating a 5% improvement in EBITDA margins and successful roll-out of a broadband offer portfolio.

Marketing strategy of an international bank

For a major international bank which had just acquired a large Greek bank, we performed detailed customer segmentation and analysed and evaluated competition per segment. We also identified competitiveness gaps in the product structure and potential market opportunities, and supported top-level management in re-defining the overall product and marketing strategy and implementing the new strategy.