Optimize and Offer

Coming up with a product or service offering for the customer involves making a host of choices. These choices essentially balance fulfilling customer need gaps and align them with the company's business goals of size, share, growth and profitability. Optimize and offer refers to the set of decisions that need to be taken to optimize the product or service before it is launched in the market:

How does the market segment into different groups of customers, each with its unique combination of needs, attitudes and behaviors? How can I address each of these segment opportunities?

Who should my strategic target be from among the various segments that exist in the market?

Among them, whom should I zero in as my focus prospects?

What are the need gaps among my chosen target audience?

What benefit barriers exist, the breaking down of which will help unlock value?

What customer insights can I leverage to best communicate my brand's benefits?

How should I position or re-position my brand in the market vs. competition?

What are the drivers of purchase behavior?

How do the various functional and emotional benefits ladder up to overall brand rating and purchase behavior?

What set of functional and emotional benefits should comprise my brand's value proposition so as to best drive overall brand rating and purchase behavior?

How do I optimize my portfolio of brands to take advantage of the laddering up of functional and emotional benefits in the customer's mind?

How do I understand customer sensitivity to pricing and optimize the pricing of my brand within certain limits to balance volume with profits?

How can I analyze customer response to my marketing stimulus - product, communication and packaging so as to improve the package before actual launch?

How do I allocate spends across various marketing elements like pricing, media, distribution, promotions, direct marketing so as to optimize the ROI of my marketing?

How do I leverage retail dynamics and customer behavior at the point of purchase for my brand? How can I justify retail investment ROI? How do I optimize my promotional spends to get the most bang out of the buck?

How should I allocate my products across various stores so as to minimize lost sales and minimize returns?

Marketics Products

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  Drivers analysis/ brand architecture/ brand imagery system/ hierarchy of needs/product attributes/
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  Strategic selection
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  Segmentation
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  Sales forecasting/ in-market performance prediction/ box office prediction
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  Pricing corridor/ pricing sensitivity analysis
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  Product allocation, replenishment and returns management