MARKET Readiness

PREPARING TO WIN

IN TODAY’S COMPETITIVE MARKETS YOU MAY NOT GET A SECOND CHANCE TO MAKE A GOOD FIRST IMPRESSION.

The failure rate for product launches into consumer goods categories has been consistently reported at more than 70% and, in most cases, that failure occurs within the first two years. That’s why preparation for entry into markets is so important.

Whether a brand is an entirely new entrant, or an existing player seeking to significantly reframe its offer, getting a comprehensive  pitch right for consumers, retail customers or investors is critical.

With competition for space on physical and digital shelves so intense, brands must be able to tell a compelling, rigorously evidenced story about what role they will play, value they will bring and growth they will drive.

But measuring and optimising your marketing activities against the short and longer-term sales outcomes they produce is also critical if your business is to succeed. ‘If you can’t measure it, you can’t manage (or grow) it’.

MARKET READINESS MEANS HAVING A CLEAR STORY AND IMPLEMENTATION STRATEGY TO GUARANTEE YOUR BRAND’S LONG-TERM SUCCESS.

  • Brand purpose and positioning – Defining the focus for your brand’s purpose and positioning to create stories that connect and engage with consumers.
  • Innovation strategy Bridging the gap between category opportunity and brand win by creating innovative concepts that resonate with consumers.
  • Marketing mix optimisation – Working out the commercial effectiveness of each element of your marketing mix including: product price, retailer discount promotions, distribution, position in-store and on e-commerce sites, paid, earned and owned traditional and digital consumer marketing activities and packaging, amongst others.
  • Category and retail solutions – Convincing retailers to list your brand and to persuade shoppers to buy them. Our services span from the strategic to operational including category vision development, range reviews and customised shopper marketing programmes.

A ROADMAP FOR GROWTH

As peoples’ shopping behaviours become less habitual; their interaction with and consumption of marketing communication becomes less predictable; whether you are trying to address them in-store, out-of-store, on or off-line.

Your brand’s purpose and positioning relative to its competitors, its pipeline for new product development, targeted investment in marketing support and its strategy for driving sustained category growth in retail are key markers in a roadmap for growth.

Our brand and retail strategists work together to create the plans brands need to win.