One of the earliest considerations in your marketing plan should be your customer value proposition (CVP). That is identifying what your customers’ value most about the products and services you are offering. Building a customer value proposition i...
The recipe matters more than the ingredients Take note! This is very important because it is relevant to you and the profits that you are trying to make. The business-to-business world is changing very fast. In fact, a change that began 30 years ago ...
Customer loyalty is central to driving business growth and improving your business’s reputation. A loyal customer is much more likely to recommend you to others, and therefore offers greater “lifetime value”. A big question for marketers is how...
An article in the Financial Times this week caught our eye. The article discusses the difficulties manufacturers are facing to produce an electric car for the mass market. Despite these difficulties, the race for leadership in the electric car market...
Black Friday is a notorious day in the American calendar which follows Thanksgiving holiday, and has recently been adopted by the UK. During this day retailers ‘slash’ prices to lure the public into spending a lot of money to get a ‘good deal...
Our brains make decisions before we become aware of them. When presented with a range of products, a choice is made seven seconds before consciousness kicks in. So what does this mean for marketers? Consumer packaged goods giant, Procter & Gambl...
New products breathe life into a product portfolio. “New” is one of the most powerful words in the marketing vocabulary and every company needs to see a significant proportion of its product lineup graced with this adjective. This is somet...
It is often said that segmentation is at the heart of marketing, and we couldn’t agree more. Identifying the different needs of your customers is vital if you want to develop effective marketing strategies and gain competitive advantage. How...
An understanding of market size is vital if a company wants to grow within its current market and expand into new markets. Without this understanding, it makes it difficult to know where your brand stands relative to competitors in your market...
Segmentation is at the heart of marketing. To satisfy the needs of all your customers, you need to understand how their specific needs differ from one another. In B2B markets, there are far fewer behavioural and needs-based segments to work wi...
