Marketing & Sales
Brands are being scrutinized as never: Customers have become very powerful; they shop around the globe, share their experiences and cross-check information with thousands of other consumers and develop very high expectations that only a few companies can meet.
The advent of social marketing has disrupted marketing practices. Mass marketing and the one size fits all is out of date. Instead, intimacy with the customers and lasting connection are required to remain on the list of the favourite brands. Marketing people need to
Hyper-competition means that the number of players competing for the consumers’ attention is so big that the customer risks being overloaded by information and may eventually become irresponsive to communication actions.
Marketing is a zero-sum game, the more media time/space your competitor buys, the less you will have left. This situation has led to increased sales and marketing budgets at the expense of more value-creating processes.
Customer behaviour is becoming highly unpredictable. In a context of crisis, the consumers have less money to spend, thus new consumption patterns are emerging and products are being interchanged very easily.
We support our clients in the following areas:
Strategic marketing: Marketing strategy aims to answer a set of specific questions related to the implementation of the strategic choices as defined in an earlier step by the corporate strategy in line with the company vision.
MTC provides guidance to answer the following critical questions:
Branding: Branding is the complete process that starts with making customers more aware of the brand and goes up to lead them to the purchase decision. Brands are extremely valuable to companies. Coca Cola’s was estimated to be worth $66 billion. Brands matter even more for B2B businesses. Contrarily to the common belief that companies buy products rationally following their standard purchasing procedure, and suggesting the uselessness of branding, it has been found that the most prominent B2B companies like IBM, Oracle, Maersk…. managed to stand out from their peers by building a strong brand image. Therefore, companies, especially large corporations, heavily invest to ensure that their brands are strong and capable of delivering a rewarding experience to the customers. Yet, shaping and maintaining the value of a brand in people’s perception requires a deep understanding of not only the expectation of the customer segment in terms of quality, reliability… but also their innermost values and subjectivity.
Sales and channel management: Sales is a costly activity that requires heavy investment in people, training, channels...Yet, the return is not always proportional to the expenditures. To optimize the return of the sales activities, a sophisticated management system is needed. We help our clients organize sales by fostering the capabilities of the salespeople and expanding customer reach while ensuring the seamlessness of the interactions across the channels.
MTC supports its clients in: