Marketing Strategy
How well are your products and services positioned in the market? Are you relentlessly targeting the right segments of customers? Are you getting the most out of your existing customers? Are they loyal to you? Are you ruthlessly defending your profit pool against competitors?
- »Conduct market and customer research
- »Segment customers in actionable dimensions
- »Test price elasticity
- »Evaluate positioning options
We will take all the steps to streamline your marketing strategy in full alignment with your business goals.
Generating Market Insight
Client: Leading national publisher of safety codes.
Situation: The client had experienced a persistent decline in product sales over the past 10 years. While the theoretical sources of the decline were understood, the client needed a specific, quantified understanding of the key drivers so action could be taken to reverse the declines. Previous attempts at quantifying the drivers had failed.
Point of View: Ripples created a fact-based, detailed market map and customer segmentation. The team then conducted extensive market research through internet surveys, phone interviews, and regional focus groups of customers. The findings were thoroughly analyzed and synthesized.
Result: The client had a very clear, quantified explanation of market declines over 10 years with clarity on controllable and uncontrollable drivers, which led to action-planning to reverse the trend. A side benefit was an actionable market segmentation which informed all product development and marketing efforts.
Situation: The client had experienced a persistent decline in product sales over the past 10 years. While the theoretical sources of the decline were understood, the client needed a specific, quantified understanding of the key drivers so action could be taken to reverse the declines. Previous attempts at quantifying the drivers had failed.
Point of View: Ripples created a fact-based, detailed market map and customer segmentation. The team then conducted extensive market research through internet surveys, phone interviews, and regional focus groups of customers. The findings were thoroughly analyzed and synthesized.
Result: The client had a very clear, quantified explanation of market declines over 10 years with clarity on controllable and uncontrollable drivers, which led to action-planning to reverse the trend. A side benefit was an actionable market segmentation which informed all product development and marketing efforts.
Improving Effectiveness of Negotiations with Payers in Pharma
Client: Big Pharmaceutical Firm.
Situation: The company faced increasing pricing pressure from Medicaid offices in multiple states. “Evidence based medicine” was held against the company.
Point of View: Working with senior managers, Ripples developed a simple framework which emphasized the physician-patient relationship and shifted the focus to quality of care.
Result: The framework was applied widely and effectively in negotiations with payers.
Situation: The company faced increasing pricing pressure from Medicaid offices in multiple states. “Evidence based medicine” was held against the company.
Point of View: Working with senior managers, Ripples developed a simple framework which emphasized the physician-patient relationship and shifted the focus to quality of care.
Result: The framework was applied widely and effectively in negotiations with payers.
- " Working at Ripples, I have realized the power of applying marketing strategy to improve social services. On a recent engagement, I applied the marketing knowledge gained through working in the private sector to assist the leaders of a major social program in more effectively reaching out to families in need."
by Al Ries & Jack Trout
by Naomi Klein
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