One Group – Four Business Units Strategic Focus GROWTH CONSULTING Mission QUANTITATIVE MARKET RESEARCH CITY & REGION STRATEGIC CONSULTING BRANDING, ADVERTISING, COMMUNICATION DEVELOPING & DELIVERING CREATIVE COMMUNICATION CAMPAIGNS HELPING CITIES & INSTITUTIONS TO DEVELOP AND IMPLEMENT SOUND STRATEGIES ASSISTING COMPANIES IN THEIR GROWTH EFFORTS HELPING COMPANIES & INSTITUTIONS TO UNDERSTAND THEIR MARKET <ul><li>Founded in 2001 </li></ul><ul><li>Over 100 customers, </li></ul><ul><li>25 employees </li></ul><ul><li>Offices in Belgium, Hungary & Romania </li></ul>Branding & Communication Places & Strategy Market Intelligence Business & Strategy
What is your biggest issue? My sales results are below expectations, I need to attract more profitable clients My markets will dratiscally shrink in the coming years, what should be my next move? My market is entering into a commodity market, I need to differentiate from the competition Satisfying my customers is not enough anymore, I need to delight and surprise them Increase salesforce and distribution network efficiency? Being more innovative? Fight Commoditisation? Discover new growth opportunities?
6 Service Offerings Go to Market Sales Transformation Innovation Management <ul><ul><ul><ul><li>Transform your sales & marketing organization into a competitive advantage. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase your innovation capabilities , the best source for growth </li></ul></ul></ul></ul>Strategic Innovation <ul><ul><ul><ul><li>Discover new growth opportunities by rethinking your business model or creating new ones. </li></ul></ul></ul></ul>Channel Management <ul><ul><ul><ul><li>Build a strong brand to Defend your margins and create loyal customers. </li></ul></ul></ul></ul>Branding Management <ul><ul><ul><ul><li>Create a distribution network that sells while reinforcing your brand equity. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Launch successfully new products, enter aggressively new markets. </li></ul></ul></ul></ul>Clients HOW? WHAT? WHO?
5 building elements for successful sales People Sales Organization Information Management Systems Sales Strategy Sales Processes
Sales Transformation Services Sales Process Design Identify improvement opportunities and design a sound performance improvement program Strategic Account Management Sales Performance Improvement Program Sales Organisation Design Sales Force Automation Design a sales organization for optimal territory and market coverage Target the right customers with a strategic approach that maximize revenues and margins Select and implement IT tools that will boost your sales force productivity and enables 360° client vision Model and optimize your key sales process into reach maximum effectiveness Sales Methodology Training & Coaching Implement a customized sales methodology that fits your products and train your sales force on the job. Clients
Go to Market maximizing the success of your new product or service launch 4
How to forecast sales? Where are the biggest markets ? Your challenges How big is the market? How to launch this p roduct/service Is my proposition unique & valued by the client? Which sales channels to use? STRATEGY ORGANISATION Should I phase the launch or go for a big bang? How to c ommunicate about the value? How to reduce the time to market? EXECUTION How to follow up & measure success? Do we take the m aximum out of our sales force? How to motivate m y distribution network?
Go to Market Framework Understand Market Size – Benchmark – Segment -Target-Prospect <ul><li>Industry Analysis </li></ul><ul><li>Market Insights </li></ul><ul><li>Customer Insights </li></ul>Design Unique Selling Proposition Positioning – Pricing <ul><li>Sustainable Competitiveness </li></ul><ul><li>V alue Proposition </li></ul><ul><li>Marketing Planning (4P’s) </li></ul>Organize Launch Strategy – Structuring – Planning – Measuring <ul><li>Launch Strategy (big bang vs phasing vs test) </li></ul><ul><li>Marketing Planning </li></ul><ul><li>Sales Force & Channel Management </li></ul><ul><li>L aunch Project Management (KPI’s, planning) </li></ul>WHAT to sell WHO are your clients HOW to sell GO-TO MARKET
Go to Market Services Value Proposition Analyze the context, industry players & value chain, KSFs Market & Customer Insights Industry Analysis Marketing Planning Launch Strategy & Project Management Create marketing plans including messaging, pricing, and promotion. Understand market potential and customer behaviors & expectations Manage all the activities like a project: organisation, resources, risks, KPIs, planning & progress Establish product/service positioning, customer value, and communication strategy. Segmentation Clients Segment your markets and target more promising ones WHAT to sell WHO are your clients HOW to sell GO-TO MARKET
Branding Management Becomes a Brand Champion 5
<ul><li>Set Organisational Framework </li></ul><ul><li>Build Branding Program </li></ul>4. Architecture Design 5. Package Selection 6. Program Management 7. Targeting & Positioning 9. Brand Value proposition Brand Promise 10. ROI Measurement 11. Implementation Evaluation 12. Change Realisation Brand Building Framework Brand Planning Brand Analysis Brand Strategy Brand Building Positive reactions Create loyalty Points of Difference Create Brand Awareness Brand Resonance Brand Performance Brand Imagery Customer Judgments Brand Salience Customer Emotions
Branding Management Services Brand Building Assess your brand value and the customers’ perceptions. Identify improvement opportunities Brand Strategy Brand Image Assessment Brand Planning & Delivery Brand Naming Translate your strategy and positioning into a brand action plan, including creative brief, messaging and media Establish a strong, defensible brand identity and strategic positioning Develop powerful brand names that capture both the brand promise and the hearts and minds of the target customer. Create a strong brand to gain customer loyalty through an holistic brand approach Brand Portfolio Management Manage your portfolio of brands and align your products’ brand with the corporate brand Planning Analysis Strategy Building
References (1/3) Financial Services Information Technology Process Manufacturing High Tech Automotive
References (2/3) Building Materials Environment Health Care Construction
References (3/3) Chemicals Telecom Non Profit Organisation Consumer Goods Logistics & Transportation Utilities Professional Services
Case Study: Go to Market <ul><li>Key deliverables </li></ul><ul><ul><li>Market Segmentation & Position (Young Families with children, mansard rooms in renovated houses) </li></ul></ul><ul><ul><li>Marketing Mix Definition: Price, Promotion, Place </li></ul></ul><ul><ul><li>Marketing Mix implementation </li></ul></ul><ul><ul><ul><li>“ Make the attic a children’s paradise” </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul>Who: Building Materials Manufacturer, 20.5 Mios EUR, 25 people - Sales & marketing Organisation The Challenge: Launch “plug & play” innovative concept into Belgian market The Project objective: Assess market opportunities and size Define coherent marketing mix What we did: Qualitative Market Analysis: Interviews of value chain actors (distributors, end consumers) Price positioning analysis through cost analysis, benchmarking and evaluation of product attributes.
Case Study: Go to Market <ul><li>Key deliverables </li></ul><ul><ul><li>Product/Markets matrix </li></ul></ul><ul><ul><li>Sales & Marketing Plan: product, price, promotion, place + account planning </li></ul></ul>Who: European Flat Glass Division of a glass manufacturer, 1.5 Billion EUR turnover, 300 R&D people. The Challenge: Estimate market potential and volume for an innovative product. The Project objective: Assess market opportunities and quantify market potential <ul><li>What we did: </li></ul><ul><ul><li>Market Segmentation & Targeting of most promising segments/markets </li></ul></ul><ul><ul><li>Valuation of the selected segments through a mix of desk research and F2F interviews with market opinion leaders and experts </li></ul></ul>
4 Good Reasons For Collaborating with Nelson CEE Expertise GO FASTER Launch or test new products/services in just a few weeks. Gain access to our immediately available information and human resources. ACCESS KNOW-HOW Gain access to the pragmatic know-how and feedback of executives with rich business, sales & marketing experience. REDUCE INVESTMENT & RISKS Make better decisions through the support of independent advice & collected information. 2 Offices and 18 years of sales & management experience in Hungary, Romania, Slovakia and Poland
Peter Sterck, Managing Partner [email_address] Tel: +32.(0)184.108.40.206 Mobile: +32.(0)4220.127.116.11 Harry Wouters, Director [email_address] Tel: +32.(0)18.104.22.168 Mobile: +32.(0)497.59.00.00 Slim Sediri, Senior Consultant [email_address] Tel: +32.(0)22.214.171.124 Mobile: +32.(0)4126.96.36.199 CONTACTS