Your Market(ing) Planning
One of the most important processes in every commercial organisation is the planning process. Product/Market(ing) managers need to have clear product/market goals, a strategy and action plan aligned with the overal commercial strategy. We know that the plan is just a plan ; it's how you get the plan - the process of getting the plan - that creates the highest value. And of course what you do (the action) with the plan...
We help you to set-up our product/market plan process, define what a 'good' plan means for you and support you with all the tools/techniques you need to write a 'good' plan.
If you do not segment, you're simply not thinking good enough
Segmentation is of course one of the key processes in your market approach. It's your first step in the Segment-Target-Position-Brand (STPB) process. Starting with segmentation is KEY in your market approach (we strongly recommend you to follow that order and not starting with branding first, then later start thinking who would buy this and where and how to convince them... that's the wrong road).
Segmentation is very often more art than sciences, you will need to get it accepted and aligned with your sales and marketing/product/brand managers to make it actionable. Read our 'insights' topic on market segmentation for more in-depth understanding of 'right' segmentation.
Market Value Chain Mapping
Getting insights in your market value chain is crucial. Crucial to understand who 'controls' the chain, who has strong influence, who 'earns the money' and how the chain is evolving.
Market Value Chain mapping is crucial if you want or need to disrupt your (go-to) market approach.
Writing your product/market plan
How to write a good product/market plan ? First : the process, how to come to the plan, is an important key success factor to make your plan really happen. Second : you need of course the right things in your plan (struture/tools/techniques). We help.
The organisation was integrated in a multinational concern and needed a new market strategy. The segmentation and positioning was outdated - and product innovation and value communication to DMU needed improvement.Read more
After the new investors privatised the company and realised a succesful transformation path - thanks to important investments in operations and implementation of a new global sales organisation - the production facilities were reaching full capacity again. This triggered a new phase for the organisation, switching from a volume strategy to a value/profit strategy. This new strategic path required a new market and pricing approach, with a focus on high added value applications to yield on every ton of the available capacity.Read more
It’s good to reflect on the enablers to make effective value capturing work. From our experience, there are 4 important enablers.Read more
Developing your pricing maturity is not just a project, it‘s a journey and change process. It takes time and requires efforts, but is very rewarding - and yes, there is a proven path towards pricing excellence ! The main learning after 15+ years of succesful pricing projects : it's important to do the right thing right - at the right moment. This Thougth Leadership Paper gives you a concrete step-by-step approach to lead you to pricing excellence !Read more
Innovation is one of the most critical processes in your organization. However, few companies realize the full innovation value potential because of insufficient innovation processes and execution. We have developed a proven process that really works. The process ensures you of an effective ALIGNMENT – ORGANIZATION and EMBEDMENT of your innovation management.Read more