www.abaconsulting.com
                                                                                          (972)774-9...
Marketing Strategy


    What We Do                  How We Do It

Strategic planning              We have a series of pro...
Agency Relationship Management


    What We Do                 How We Do It
Relationship                   • Our experien...
Market Research Experience
                                                                            and Qualifications
...
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Aba Consulting Overview

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Aba Consulting Overview

  1. 1. www.abaconsulting.com (972)774-9960 Our Experience Who We Are Industries • Full service marketing consultancy established in 1995 with a singular Automotive Communications focus on driving profitable revenue growth for our clients through sound Consumer Goods planning and disciplined implementation Consumer Durables Entertainment • Developed more than 80 growth strategies and marketing plans for Financial Services Government/Defense clients in a wide range of industries. Healthcare High-Technology • Agency search and relationship management heritage dating back to the Hospitality first ever consultant-led search in 1974 Industrial Goods Metals/Basic Materials • Headquartered in Dallas, TX Non-Profits Pharmaceuticals Retail Transportation Selected Clients What We Do 7-Eleven America West Airlines Marketing Strategy Agency Relationships American Red Cross Ashland Behringer Harvard • Strategic planning • Relationship assessment Coca-Cola Foods ConAgra/ GoodMark Foods • Business expansion • Agency search Deloitte Consulting Disc Replacement Tech. • Marketing audit • Consolidation Dunkin’ Donuts EDS Emrys Technology • Market research • Compensation negotiation EZ Livin Family Company of Japan • Customer satisfaction • Agency monitoring Firehouse Subs First Data/ Western Union • Implementation support Fluor Corporation General Motors GlaxoSmithKline Golden Corral Proven Results GTE “Having worked with many Heinz We are solely committed to achieving consultants over the years, ABA Integrity Music sustainable, measurable results for Kia Motors America stands apart in delivering true Lennox International our clients. added value and actionable Lockheed Martin recommendations…” MCI When providing strategic marketing support Mead Johnson Chief Executive Officer Midway Airlines for our clients, we quantify identified growth Lennox International MS Society opportunities and develop actionable Nomaco Nationwide programs to help turn these prospects into Pella Corporation results. Pfizer RBC Centura Bank When helping our clients manage their “You have literally contributed R. H. Donnelley/ Dex Media Ryerson agency relationships, we strive for, and millions of dollars to our bottom Schering-Plough typically achieve, yearly recurring cost savings line over the years, and the Seagram return on our investment in ABA Service Experts that exceed our fees by at least 300 percent. Snap-on Tools has to be at least four or five Town of Addison Our commitment to results continues to be hundred percent…” Transitions Optical Unisys Corporation recognized by our clients, who have rewarded Marketing Officer United Auto Group us with relationships that date back to 1995. Nationwide Insurance Wallcovering Council Westgate Fabrics The Westye Group S.C. ZuZu Restaurants ABA Consulting – Leaders in Generating Profitable Revenue Growth
  2. 2. Marketing Strategy What We Do How We Do It Strategic planning We have a series of proprietary tools that help us identify our clients’ Develop plans to achieve potential and plan for long term success. profitable revenue growth; which include a situation 14 Point Marketing Assessment analysis, realistic growth We ask our clients to consider fourteen fundamental objectives, and actionable marketing questions to determine their greatest needs programs to achieve the 1. Is the business growing profitably? objectives. 2. Is customer satisfaction consistently measured? 3. Do employees know who the most profitable customers are? Business expansion 4. Do employees know the share of wallet for each customer? Use our strategic planning 5. Have customer needs been studied and documented? frameworks to provide 6. Are losses and customer defections measured and studied? recommendations for 7. Is there a clear pricing strategy that is followed by everyone? organic growth as well as brand extensions, product 8. Are specific customers or markets systematically targeted? extensions, geographic 9. Is there a documented company strategy that is understood by everyone? expansion, and new 10. Do sales managers spend most of their time planning and coaching? product introductions. 11. Do the sales force and marketing work together as a team? 12. Are employees regularly assessed for their effectiveness? Marketing audit 13. Is the company utilizing all viable distribution channels? Conduct a thorough 14. Is channel partner performance measured and actively managed? review of Marketing & Communications (M&C) resources and processes, Strategic Hierarchy Model and provide actionable Our models ensure a consistent approach recommendations to upgrade M&C capabilities. Corporate Strategy Marketing Strategy Communications Strategy What products, services, and How should the company generate What marketing communications Market research brands should the company profitable revenue on the products tools should the company use Design, plan, execute provide in the marketplace? and services it markets? to reach target markets? (with a third party research specialist) and analyze research to guide sound decision making. Marketing Planning Model Customer satisfaction Plan, design and Everything we do is Actionable based upon exhaustive, implement customer Marketing objective analysis of facts satisfaction tracking and Strategies and provides actionable improvement programs. recommendations for our Realistic Marketing & clients; supported by Financial Objectives realistic cost and revenue Implementation support projections…. Provide tactical Marketing Marketing Analysis of Revenue Opportunities and Marketing & Communications Problems support on an interim or Exhaustive review of all relevant project basis to support internal and external factors Critical review of all company • Industry • Product & pricing Market assets that can be leveraged to program implementation • Company • Distribution Situation Assessment of Brand support marketing initiatives or provide key expertise. • Competitors • Marketing Analysis Assets • Customers • External
  3. 3. Agency Relationship Management What We Do How We Do It Relationship • Our experience dates back the first ever consultant-led agency search in assessment 1974. We rely on proven methodologies that have been continually Objectively benchmark refined over the past thirty years. and assess all relevant aspects of current agency • We are intimately familiar with agency cost structures and required relationships; including staffing levels, which allows us to benchmark and develop compensation resources, processes, structures that are competitive for the client and equitable for the agency. compensation and agreements. Agency search Agency Search Methodology Identify and select the best possible agency We follow a disciplined process that is adaptable to any client situation for the client, and facilitate the retaining process. Objective and Initial Credentials - Agency of record Evaluative Criteria Screening Meetings - Multi-cultural agency - Media agency - Yellow-Pages agency - Co-Op / Field Marketing agency - Interactive Finalist Compensation Agency - Promotions Orientation Agreement Selection - Other specialty agency Consolidation Explore opportunities to reduce the number of agency relationships by combining multiple Proprietary Agency Databases services within a single Our proprietary agency databases provide us tremendous agency or agency network. insight into agency capabilities, strengths and weaknesses. Compensation negotiation – Agency focus Negotiate a competitive – Capabilities and Experience fee-based structure that saves the client money – Agency principals while allowing agencies a – Ownership structure reasonable return for their efforts. – Location – Size ($ and headcount) Agency monitoring Review agency – Recent account wins & losses relationships on a regular – Compensation and fee schedule to ensure the relationship is as structure productive and effective – Agency reputation and as possible, and the recognition compensation scheme is equitable and fair. – ABA experience with agency
  4. 4. Market Research Experience and Qualifications Our History • Our company has its roots in market research. We were formed in 1995 through the acquisition of the M/A/R/C Consulting Group, which was part of M/A/R/C Research. • Seasoned leadership team with extensive market research experience. • Virtually every one of our strategic marketing assignments includes a significant research effort. We believe our recommendations should be based on direct input from the market or customers at various levels/channels (distributors, retailers, end-consumers, etc.). Our Market Research Services • We leverage existing or new primary research to create actionable marketing programs that motivate a response and generate profitable revenue growth. • We design, plan, execute (with a third party research specialist) and analyze market research; specializing in: – Marketing modeling – Customer satisfaction programs – Segmentation – Multivariate analysis • Benefit – Panel/Scanner data analysis • Attitude – Qualitative (groups and depth interviews) • Usage – Hispanic research (US and Latin America) • Demographic – Particular strength in advertising research • Psychographic and large tracking studies Recent Client Engagements • Our commitment to our clients is an unbiased analysis of the research results, and translating these results into actionable marketing recommendations. • The following table summarizes some of our research efforts completed for selected clients over the last 12 months. Westye Service Experts American Red Cross* Lennox Industries Sub-Zero/Wolf • Understand customers’ • Understand customer • Understand buying • Understand retailer Objectives Research buying behavior and perceptions about Red behavior and primary behavior and drivers primary drivers Cross and other charities drivers • Understand retailer • Test proposed unique • Identify and understand • Understand customer perceptions about selling proposition psychographic segments perceptions about Lennox different appliance (pledge to the customer), • Evaluate positioning and other brands brands logos, uniforms, and statements and new • Understand how customers • Understand how spokesperson branding campaigns tier the market retailers tier the market Research • Four waves with over • Multiple quantitative • 350 survey participants • 50 survey participants Scope 10,000 survey surveys and segmentation (Distributors, Contractors, (Retailers) participants across U.S. studies with over 10,000 Customers & Engineers) • 15 qualitative and Canada survey participants interviews • 7 workshops with 150 total participants * We also reviewed 15 years of prior research data for the Red Cross to determine key results and learnings

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