Marketing

What we don't do is guess

Understanding our clients’ business is our greatest strength. We listen first, and then some more, then we explain what we understand and listen some again. It’s a philosophy that’s guided our clients to enjoy remarkable successes. Their brands thirst for a unique competitive edge. And we find that only by understanding the client’s business first. So we will never offer an opinion before we have understood their business, who the customer is and how they will respond.

Strategy

You wouldn’t build a house before drawing up a plan. We will never build a client’s brand before we build a plan too. And to build a plan that is objective and not based on anecdote, we use strategic planning.

Strategic planning is a finite science, a careful and thoughtful process that identifies the motives and needs of your customer and lays down a systematic plan for your communication with them. Relying on a hunch is irresponsible. Testing for response in real time is costly and naive. The strategic marketing plan becomes the foundation for all forms of communication.

The process comprises:

• An audit of the current brand/s past archaeology and current performance
• A market situation analysis
• A 7 C's analysis, comprising:

1. The customer (we use psychographics and not demographics)
2. The client/company
3. The category
4. The competition
5. The communication (media, packaging etc.)
6. The channels of distribution
7. The competitive advantage

This analysis leads to the strategy, which will give your brand a unique and commanding position in the market place and a clear appeal to your markets. Once approved, the strategy becomes the map for all forms of communication.

Communication & Advertising Audit

Quite often executives look for clear and insightful study and opinion as per their communication & advertising strategy or policy. More often that not there is no strategyat all. In which case we will develop a custom strategic & tactical plan, which will provide a competitive edge and a budget to go with it.

Our studies provide clarity and insight, often regarding the most important questions confronting top executives, corporate managers, and strategy professionals. The Communication & Advertising Audit covers strategic market research and communication intelligence, product and market assessments, competitive/ competitor assessment, industry benchmarking, M&A due diligence, and customer satisfaction measurement. We provide an alternative and unbiased source of reliable information obtained through ethical means.

Our core competence lies in the ability to perform lengthy interviews with expert sources such as competitors, customers, suppliers, distributors and opinion/thought leaders in various industries, and transforming that information into intelligence. When we’re finished you’ll have a concise and finite directive tool for driving advertising campaigns and public relations initiatives.