Market Research
Market research is the methodical collection and analysis of specific data to facilitate the relationship between customers and a company or industry. Research helps clarify market opportunities and problems, and forms the basis of a positive, action-oriented marketing strategy. Market research reveals the dynamic between the customer and an industry or company, allowing companies to capitalize on that knowledge. It is only through a thorough understanding of customer attitudes and market conditions that an effective analysis of a company's competitive position and strategic options can be mapped.

Our Experience in Market Research
We know that to be effective, market research must specifically qualify the research objectives, develop an approach, generate accurate and consistent data and, most importantly, analyze data with an eye toward implementation. We explicate the underlying issues, develop and test hypotheses and generate and execute research-based strategy. We use both qualitative research (including focus groups, in-person interviews, and team think-tanks) and quantitative research (such as omnibus studies, conjoint analysis, and data gathered by phone, mail or in person) to ascertain the most useful information for a client. We work closely with a client to develop a specific strategy to ensure the most appropriate and effective research.

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Customer Segmentation
Customer segmentation is the process of identifying homogenous groups within a company's customer pool in order to develop unique value propositions reflecting the segment's needs. All customers are not created equal, and often targeting the highest possible gross market share can be self-defeating. As the profit potential varies across a customer base, segmentation allows a company to allocate limited resources where they can be optimally leveraged - maximizing both customer acquisition and retention.

Our Experience with Customer Segmentation
Customer segmentation is a critical tool for strategy development and, whatever the particular elements of a strategy, everything derives from one goal - meeting the key requirements of target customers. We approach customer segmentation under three general categories: behavioral, demographic and needs-based. Although needs-based segmentation is the most time consuming, it is usually the most valuable and represents the majority of our work in this area. Segments should be clear-cut, have a measurable market share and reflect a substantial percentage of the customer base. Most importantly, each segment must engender a specific, effective value proposition. We have used customer segmentation effectively for myriad corporate challenges, including identifying gaps or redundancies in product portfolios, screening new products, product design, product pricing, establishing appropriate service options, determining distribution strategies and advising approaches to advertising.

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Pricing
Pricing is an integral part of a company's ability to penetrate a market and optimize profitability. While a successful pricing strategy can substantially improve current and future market positioning, such a strategy demands a thorough understanding of the competition's strengths and weaknesses, as well as a company's own positioning. Pricing can increase or diminish brand equity and determine a product's placement in a premium or value category. Simultaneously, it can be employed through various methods of price discrimination as a tool to maximize revenue, conduct yield management and screen profitable customers. Thus, it is essential that companies understand and develop pricing tactics that lead to desired results.

Our Experience in Pricing
We realize that pricing is one of the major issues facing corporations today. With the explosion of e-commerce and the frequency with which companies price products below cost, an effective pricing strategy can be elusive. The complexity is driven by the need to consider multiple factors, with different weights in different situations. Customers, competitors, costs and strategic issues all flow into pricing strategy. Once aware of how the competition achieves and sustains their pricing, We analyzes a company's customer base and value proposition, paying particular attention to a company's brands, both premium and value, to discern how pricing can bolster brand position. As with all strategy decisions, we strive to balance short-term financial constraints and long-term goals.

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Value Proposition
A value proposition is the combination of product, service, pricing and delivery system offered to the customer. To maximize customer demand, an individual value proposition should be created for each target customer segment by strategically balancing these four factors. A clear understanding of a firm's sources of advantage in providing value and creating fit with target customer segments is important to defining the firm's value proposition. In Addition, anticipating customer value migration and shifting or expanding the firm's offering appropriately is required to sustain competitive advantage.

Our Experience in Value Proposition
Before a value proposition is developed, we first assess the most promising target customers by segmenting customers according to need, demography, and behavior - all with an eye toward profitability. Next, we translate target customers' needs and behavior into an improved value proposition by adjusting the product offering, the services given and the means of distribution. Through the creation of appropriate value propositions, we assists companies in leveraging strengths and optimizing resources with the goal of increasing market share of the target segments. Having aligned an organization to serve targeted groups identified by sound segmentation, we help a company surpass its competition with a differentiated and defensible value proposition.

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Brand Strategy
The advantages of brand recognition in a product or service are obvious. As products become more difficult to differentiate, brand strategy generates and cultivates a strong and trusted image that can win and keep customers. Branding moves beyond the functionality necessary for an emerging product and gives a company stronger leverage in a product's life cycle, often allowing a company to maintain a price premium within a category. However, developing brands - and managing them for maximum effect and profitability - is a complex process.

Our Experience in Brand Strategy
We understand the inherent and potential value of brand. In consumer products, we know that two primary predictors of brand profitability are classification as a premium or a value category, and relative market share within that category. Using this predictive framework, we map the position of brands, compare their implied and actual profitability and uses this information to strategically manage brands and brand portfolios. Strategic imperatives may call for maintaining strong brand equity while investing in innovation, instituting aggressive cost and price controls and reinvesting savings to build brand equity or perhaps targeting niche segments. Properly managed within a category, a powerful brand name can be used to drive higher sales as well as increase price premiums versus the competition.

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Sales, Marketing & Distribution Alignment
Revenue and profitability, driven by the product offering, can be equally driven by selecting sales and distribution channels that are aligned with marketing efforts. Appropriate sales channel selection varies with factors such as the target customer, the nature of the product, price and price discrimination efforts along with distribution costs and logistics. Similarly, marketing efforts must be carefully structured to efficiently target or screen desired customer segments, create a desired image and contribute to overall branding.

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