Marketing and Sales Strategy Development

To be successful today, companies must be customer-focused, competitor-oriented and dedicate resources and time to developing a Marketing and Sales strategy.  A thorough, action-oriented strategy is the guide to excellence and should set you apart  from your competition.    Our approach to Marketing and Sales strategy development includes:

·        Customer Needs Analysis

·        Market Analysis

·        Competitive Analysis

·        Segmentation

·        Customer Targeting

·        Customer Positioning

·        Customer Value Development

·        Channel Development and Choice Analysis

In addition, our work in this area can include branding, supplier selection, organizational alignment design and interim management, if so desired. 

Product Planning and Marketing

• Develop products that customers want, are true to the brand, and give you market leader status by:

• Integrating customer insight at all touch points.
• Establishing a realistic and solid positioning of the brand.
• Managing each product’s role in the portfolio.
• Defining a product strategy that effectively moves with marketplace

changes and effectively responds to marketplace needs.

            Our product marketing tools, such as target customer framework, product attribute

            feature analysis, competitive assessment modeling, and product personality

            comparison research, have resulted in the development of exciting

            customer-driven products that have achieved market leader status.

·        Connecting product R&D with commercial marketing to achieve a more powerful and integrated brand message that resonates with consumers.  Our model and work focuses on five areas:  staff alignment and shared objectives;   advertising development involvement; product briefings;  career progression that follows the product development cycle;  education and training curriculum.  Applying this model will greatly increase your chances of launching a highly successful product in the marketplace with measurable results.

Brand, Product and Service Positioning in an Over-communicated Society

·        Connect your product, brand, and service directly to your customers.  In today’s over-communicated society, very little of an advertising message is being heard and even worse, acted upon by prospects and customers.  Our methodical approach to positioning your message in an over-communicated society includes steps such as:

o       Finding the “white space” in your prospective customer’s mind.

o       Segmenting your prospective customers.

o       Targeting your prospect versus the product.

o       Simplifying your message and communication—less is more.

o       Utilizing your current position---“play it as it lays”.

o       Aligning your message to what your prospective customer wants to hear.

o       Repositioning the competition.

Client/Supplier/Advertising Relationship Management

• Achieve better productivity and accountability with client/supplier relationships by:
• Identifying inefficient client-side work practices.
• Implementing management reporting tools such as an advertising development dashboard to measure efficiency and effectiveness of your advertising agency.
• Benchmarking of supplier “input” metrics with similar companies.
• Implementing performance metrics for results-based compensation.

Applying these practices and metrics with your advertising agency could realize 10% - 20% efficiencies in advertising cost and reinvestment opportunities.

Integrated Marketing Services

• Coordinate information through organization by connecting marketing efforts that are similar across brands to leverage the scope and scale of your brand portfolio
• through integrated media buy, integrated negotiation strategy with advertising agencies and marketing suppliers,
• identifying common “backroom” marketing operations that can be integrated such as direct mail fulfillment, digital asset management, literature development, and print to name a few.

By combining the marketing investments allocated for media and advertising agencies across all brands, cost efficiencies/added purchasing power of 5%-10% and a higher buy quality can be realized.   Sharing “backroom” marketing operations can achieve a 5%-15% cost savings and will result in higher quality marketing materials. 

Multicultural Marketing

• Provide strategic organizational insight and product development and marketing expertise to effectively reach multicultural consumers.

o       Help companies shift from a silo approach, where each corporate function carries out an independent multicultural strategy, to a common and shared approach with one central strategy across the enterprise.  By connecting all of a company’s minority initiatives (i.e. H.R recruiting, Public Affairs, minority supplier development, philanthropic, product R&D, commercial marketing), a company can leverage all enterprise knowledge and capabilities in a more relevant, consistent, and powerful consumer message.

o       Help companies shift from a “one-size fits all” mindset in product R&D and commercial marketing to a more segmented approach based on multicultural group. 
Customer Relationship Marketing

• Provide innovative solutions and services for managing customer relationships that optimize operating performance and generate revenue.  We help high-performance businesses acquire data-driven insights into the marketplace and customer needs, and then turn these insights into practical and actionable initiatives that generate results—quickly and affordably. 

Rethinking how you interact with your customer will be your competitive advantage.  Our own experience backs up these findings and demonstrates how new thinking about customer relationship management can result in improved business performance.

o       Turning customer data into profit.  With customers becoming more demanding and less loyal, companies need to better understand their customers.  This includes knowing how they behave, what they buy and what channels they prefer.

o       Reinventing the economics of customer interaction. Not all customers are equal, some are more profitable than others, and some even cost companies money.  Leading companies are aligning sales and service resources according to customers’ specific value and profitability to the company.

o       Utilizing customer data from all touch points.  Customers interact with companies through various channels; both direct and indirect.  Utilization of all customer contact points and information enables intimate customer relationships and drives loyalty to products and brands.

Customer Relationship Marketing

• Provide innovative solutions and services for managing customer relationships that optimize operating performance and generate revenue.  We help high-performance businesses acquire data-driven insights into the marketplace and customer needs, and then turn these insights into practical and actionable initiatives that generate results—quickly and affordably. 

Rethinking how you interact with your customer will be your competitive advantage.  Our own experience backs up these findings and demonstrates how new thinking about customer relationship management can result in improved business performance.

o       Turning customer data into profit.  With customers becoming more demanding and less loyal, companies need to better understand their customers.  This includes knowing how they behave, what they buy and what channels they prefer.

o       Reinventing the economics of customer interaction. Not all customers are equal, some are more profitable than others, and some even cost companies money.  Leading companies are aligning sales and service resources according to customers’ specific value and profitability to the company.

o       Utilizing customer data from all touch points.  Customers interact with companies through various channels; both direct and indirect.  Utilization of all customer contact points and information enables intimate customer relationships and drives loyalty to products and brands.

Customer Service and Call Center Management

In today’s competitive environment, organizations must prioritize their customer service and call center activities and position those activities as competitive differentiators. 

The organizational structure of management, work groups, and facilities has a significant impact on a company's ability to support it’s customers effectively and to position themseQuestions such as:

·        Where should the customer service and support organization report within the corporate structure?

·        How many tiers of support should there be, and how should responsibilities be divided between tiers?

·        Should the company rely on "universal service agents" or specialized customer-service representatives?

·        Should support groups be organized by product line, skill set, customer grouping, or customer entitlement?

Due to the increasing reliance on service offerings to achieve competitive differentiation, we advocate customer-service representation at senior levels at high-tech companies. In this way, companies can better integrate support strategies with other product and operating strategies to realize the greatest benefit. Within customer service and support operations, we help establish tiered support organizations that maximize issue resolution and minimize the number of customer "hand-offs."

Creating cell organizations

Often, we create customer-service cell organizations to achieve significant performance advantages. Cell-based organizational structures improve accountability, offer scalability, and facilitate experimentation with new service offerings or approaches without disrupting entire customer-care centers.

We also ensure that adequate infrastructure is present for effective operations by establishing and training development and delivery teams, knowledge-management teams, and performance measurement/reporting analysts.

Companies today must prioritize their Customer Service and Call Center activities to remain competitive.

• Achieve improved productivity, customer satisfaction, reduced costs and more effective customer.
• The organization of management, work groups, and facilities has a significant impact on a company's ability to enact its support strategy. PRTM assists clients in addressing the following organization questions:

Business Planning

Build a plan and a roadmap to help you achieve your goals.  Too often goals and objectives are not accomplished due to poor planning, lack of a roadmap, misaligned metrics and lack of accountability in the execution process.  Our 7 point business planning model will help you develop the business planning fundamentals needed to succeed in whatever your goals may be; revenue improvement, improved profitability, cost reduction, improved customer satisfaction, improved customer loyalty or all of the above. 

Website Development

Graphical/Multimedia Design
When we create the graphical/multimedia aspect of internet design, we keep a few simple things in mind.

Get The Page Up Quickly.
It is estimated that after ten seconds if the viewer cannot see the majority of the page, they will move on. We accomplish this by making the graphics small in size and streamlined for faster download time. The graphics may include: animation, Java Script, 3D design, streamlined and uniform graphics.

Site Layout
The site layout is basically the structure of your web site. The site must have the flow and manueverability so basic that anyone at any level of internet surfing can use it. It is important to think of the structure and layout of your web site before you even begin. A layout must be established so that confusion is avoided later down the road. The layout can be as simple as the look and location of the buttons you will be using. Will the buttons be on the top or side of the site? TCW Enterprise Solutions knows and understands the most effective means of laying out an internet site.

Originality
This aspect of internet design is very crucial. As the internet grows and grows, it is important to have your site be different and memorable. TCW Enterprise Solutions will be able to create an internet site that will not be a cookie cut site. We will help create a site that will reflect your business, brochures and advertisments. It is also important to ask "What experience will your viewer have on your site?

Display of Information
The display of information may include creating search engines on your site. The search engines may be used to sort through numerous amount of information. It is essential to remember the importance of customer service on your web site. TCW Enterprise Solutions has had the opportunity to work with many different clients with different needs. We have been able to create many versatile and unique sites, ranging in subject matter from education to business. With this information, we are able to create the site you need.