“The essence of strategy is in choosing what not to do”
Michael Port (5 Forces)
Our 3 principles of strategy:
Always base strategy on evidence and insight.
Make sure that it aligns with your defined purpose.
Underpin it with SMART objectives and the tools to enable.
We’re entrusted to re-assess established thinking, bring a fresh perspective and formulate brand strategy alongside our clients. That approach is a 7 step process to strategy development. We call it…PROSPER
PROSPER
Purpose – the ultimate mission
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Research – situational insights
Options – feasibility and returns
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Strategy – defined, aligned, focus
Planning – SMART objectives
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Enablers – resources, skills, tools
Reflection – post evaluating, reset
DEVELOPING PROPOSITIONS
Market Sizing
Gap-Opportunities
SWOT Analysis
Brand Mission
Proposition
Category Role
Enduring USP
Resiliant Value
Reliable ROCE
MARKET ACTIVATION
Audience Profiling
Creative Design
Advertising Assets
Digital Strategy
Media Strategy
Channel Strategy
Range Architecture
Pricing & Promotions
GROWTH MANAGEMENT
Fast Follow Development
Objectives by KPI
Managing the Funnel
Audience Tracking
New Segmentation
New Categories
New Market Entry
Licensing & Franchise
Creating a state of readiness…
With growth acceleration comes the need for resources, skills and the mindset to be ready and in place, to continue to plan ahead whilst circumstances and the context in which your brands operate undergo rapid change.
Empowering teams… pass it on!
Integral to the PROSPER approach to strategy development is “E for Enablers”. Consumer Fluent provides end-to-end enablement of the brilliant strategies we develop with you.
SKILLS TRAINING
Strategy Planning
Digging for Insight
Fact Based Selling
Story Telling with Data
Presenting with Impact
New Markets / New Categories
UX / AI for Research
INTERIM RESOURCES
Brand / Product Management
Project / Insights Management
Copywriting for Sales & Marketing
BI Report Design & Build
Category Management
New Product Development
Team Leadership – Business Units, Marketing, Insight
MINDSET COACHING
C-Suite leaders, team and departmental managers, junior managers
Strategic Projects
SUSTAINABILITY IN ACTION
Segmentation, Brand Funnel, Purchase Drivers, Brand Imagery, Trade Offs for Melissa & Doug Objectives of research: to define the consumer SWOT for this brand in the UK and German market;[…]
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TRADE OFFS, ELASTICITY & CONVERSION
See, Touch, Feel, Do
System 1
Shop Safaris
Sensory Testing
Play Lab
READY MEALS
Segmentation, Category Dynamics, Concept and Taste Tests, Market Evaluation…. for Ajinomoto Objectives of research: to define a winning brand strategy and proposition for the UK market; and develop a bring[…]
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