How We Work
A successful initiative will identify the customer requirement and seek to satisfy it profitably. Sometimes the approach may be self evident. Sometimes there may be desk research or primary market research required to confirm the soundness of a programme and its successful integration into company strategy. Where appropriate, Fletchers will seek to answer these questions with services positioned under the broad headings below.
Understanding the Market
What are the key drivers in the market place? How big is the market? Is it growing or shrinking? How can the market be insightfully segmented into sub-segments? What is your share in each of these segments? What threats or opportunities could impact each of these segments?
Planning the Programme
Are all these segments profitable? How strong are the other competitors? How strong is the product or service? Which of these market segments should be the focus of this programme?
For the chosen segment(s), what is the Unique Selling Proposition (USP)? What is the pricing strategy? Is the sales distribution sound?
Market Promotion
What is the messaging? What is the effective promotional mix between public relations, advertising, sales promotion and direct marketing? How much investment online versus offline?
Using these questions as a template, we will work with you to define goals and objectives, and develop the tactics to achieve them using the following phases where appropriate:
Our focus is on the end result - delivering improved return on marketing investment, using an appropriate mix of online and conventional promotional services.
Contact us for a no obligation discussion on how we could improve your current performance by devising and implementing business development programmes that integrate with your current activities.
|
