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Marketing
Strategy
The success of
marketing innovators reflects an insightful response to new
customer behaviour as well as an ability to capture the potential
of new marketing technologies. In many cases, these marketers are
shifting away from a traditional marketing approach that focuses
solely on functional benefits such as quality or reliability. By
highlighting and enhancing process and relationship benefits,
marketing innovators are creating superior value for customers.
With the
proliferation of new sales channels and technology-enabled
selling, most companies now have the opportunity to transform
their selling approaches. A lower-cost sales platform and improved
customer service can actually drive incremental revenue.
At LP, our
approach to strategy design begins with a thorough understanding
of customer segments and their needs across three crucial benefit
dimensions – functional, relationship, and process. Our approach
involves equal focus on customer needs and the client’s economic
and organisational capabilities. Understanding customer segment
needs and
Lifetime Value
and the client’s cost-to-serve requirements ensures profitability.
We combine our
traditional expertise in business strategy and customer
profitability with a deep understanding of our clients’
fundamental sales and channel issues: rapidly changing customer
needs, evolving technology, selling models, multiple channel
management, sales force and manager skill building, compensation
and organisational issues, and innovative go-to-market strategies.
At LP, we
identify and analyse strategic options for our client, assessing
ease of implementation and profit impact to derive the best
strategy. Drawing on our cross-cutting marketing expertise, we
apply innovative ideas to create and support the implementation of
effective and efficient marketing strategies.
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