Programs and Research:
Knowing what your customers want and how
they will use your products is critical growing the business. This
starts with fundamental research about needs, buying patterns, reactions
to your product ideas and other areas. Effective market research
does not stop at product ideas, but also looks at your total customer
support infrastructure. It includes how you do business, your
distribution and support programs.
We help our clients research current and
prospective customer needs. Our research programs are tailored to
the specific needs of the project. In many cases, secondary
resources are sufficient for the project. Others require
fundamental research and surveys.
We use a variety of approaches to provide
solid information on your customers. These include interviews and
surveys, mystery shopping and other techniques. We have conducted
fundamental research through telephone interviews, mall intercept
surveys of consumer opinion and internet based surveys.
Defining and implementing
strong marketing programs is the next step to driving sales of products
and services. Partners In EXCELLENCE has supported its customers
in developing and implementing comprehensive marketing programs,
leveraging many approaches including direct marketing, e-mail and
internet marketing, tradeshow, advertising, PR, and other approaches to
generating awareness and demand for the clients' products and services.
Industrial Products Company, Diversification/Market Expansion:
This company had developed a content management tool to
help improve its own operations. In an "intrepreneurial" effort,
the company was considering introducing this software product as the
cornerstone for a new software business. We designed a market test
program to assess interest in the product, as well as to test various
marketing messages and target audiences. As a result of this test
marketing program, we were able to develop strategies and
recommendations enabling the client to best position the product for
wider sales and marketing. This project significantly reduced time
to revenue and product introduction expense.
Computer Company, New Product Line:
client wanted to get consumer opinions regarding several design options
for a product that would be used in a number of commercial venues.
They wanted to learn reactions to features, usability, styling, and
potential utilization of a new kiosk type of system. We designed a
survey process and implemented a mall intercept survey to capture the
end consumer opinions and attitudes about the products.
The results of this research helped shape
design decisions for these products. Additionally, the research
provided valuable information the sales organization could use with
retailers in positioning how the systems would be used by consumers.
The client viewed this fundamental
research as key to developing and launching a successful product, as
well as maximizing the value proposition they and their retail partners
offered end consumers.
Materials Product Line Expansion: This client was
considering expanding their product lines to include a number of major
offerings. A few customers had been seeking these products, but
the client had no idea whether the majority of their customers wanted
these products from this client. The client was concerned about
making sure these products met the priorities of their customers and
could produce the business volumes that would justify the major
investment in new plants, people and systems.
We worked with the client in defining a
survey process that would better determine the needs, priorities, and
value for the targeted customers. Two surveys were
completed. The first was included detailed telephone interviews of
key decision-makers in the client's largest customers. The second
included broader telephone surveys of other customers. This survey
was supplemented by secondary research through the clients sales and
service organization and other sources.
As a result of the survey, we determined
the strategy to expand the product lines would neither address the
priorities of our client's customers nor produce the return required by
the customer. As a result of the recommendations, the customer was
able to redirect their efforts to areas offering greater promise.
Telecommunications Equipment Manufacturer: This division of a Fortune 25 company wanted to develop a business strategy
to gain maximum share in supporting the cellular and wireless communications industries.
Our efforts included market research, competitive assessment, and organizational
assessment. We developed a roadmap that enabled the organization to focus on the critical
factors needed to establish market share leadership.
Digital Imaging Product Manufacturer:
Another client was expanding their distribution channels to address new markets for their
computer peripheral hardware products. We conducted a market survey in which we
benchmarked best practices and developed recommendations to maximize our clients
effectiveness in opening these new channels and markets. As a result of our work, we were
able to re-direct the original strategies our client had developed. We recommended
strategy changes enabling them to better utilize their resources and saved them several
hundred thousand dollars in launch programs.
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