A Consulting Philosophy
In a dynamic and highly competitive market, success is achieved through maximising opportunities and reacting promptly to changing market conditions.
“Listening” to the market provides the conduit that supplies valuable marketing intelligence from which clear-cut “game plans” can be formulated and implemented. The final ingredient involves “talking” to the market in the most effective and efficient manner.
These three ingredients of “listening” to the market, formulating “game plans” and “talking” to the market, make up the core ingredients of the marketing shop’s approach to research and strategy compilation and are incorporated into the divisional structure of Market Intelligence, Strategy and Communications.
A Consulting Process
Knowstosis enables a marketing or business problem to be routed through a logical process starting with a Strategic Audit, which assesses resources, objectives and defined measurable parameters against market conditions, known information and pre-determined assumptions.
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This Strategic Audit quantifies the unknown and evaluates the risks associated with assumptions and existing management market perceptions and provides a blue print marketing strategy. Information gaps are identified and methods of securing required data are proposed.
Information gathering fills the information gap and covers issues such as market size, user perceptions, buying behaviour, market segmentation, and key trend analysis. Information gathered during this process reduces the risk of developing strategies on ideologies rather than fact or those that are not in line with market forces.
The Strategic Process formulates business and marketing strategies, which are based on sound market intelligence, suit the objectives of management, are aligned with market forces and match the resources allocated. The resultant detailed strategic plan provides clear direction and allocates direct accountability for successful implementation.
Based on the strategic plan, appropriate Communications Plans are developed to ensure that the correct message reaches the desired audiences in the most effective and efficient manner, with consideration given to all media inclusive of traditional advertising and the emerging electronic opportunities afforded by e-mail and web pages. A creative process, driven by strategic input and based on accurate market intelligence results in communication plans that ensure the overall marketing objectives are satisfied.
Implementation requires a mention here
Measurement on a continual basis plays a key role in the overall implementation of the final plan as it allows for adjustments to be made where necessary while still retaining the focus of the marketing strategy. Accountability is a key and unique differentiating factor with the marketing shop as it assumes full responsibility for the entire process from research through to the final implementation. A single account executive ensures that the process delivers results according to expectations through the direct control of all aspects of the marketing mix.
While the process provides a comprehensive range of services, the individual components can be used in ad-hoc assignments to enhance of assist in the development of a marketing plan.
Information Gathering
Research focuses on adding value to gathered information, through the thoughtful interpretation of data in line with a comprehensive understanding of the strategic intent ensures that market research becomes an invaluable tool in the strategic process.
Alignment
The key throughout this whole process is alignment. The marketing strategy must align with the business strategy and the communication strategy with the marketing strategy. While this may sound obvious, too many companies experience a disconnect between these elements. All of this is built on quality market information using knowledge based solutions to develop the original business strategy.