MorganMaxwell

Morgan Maxwell Ltd

Increasingly, companies are seeing the potential of Key Account Management as a major driver of profitable growth.

Managing and developing these Key Accounts effectively is critically important and has significant long-term payback for you.

If the challenge that this presents is high on your current agenda, we can help you  in 4 crucial areas of your business.
Marketing Analysis & Planning

Marketing: what is it really all about?

Human activity directed at satisfying needs and wants through exchange processes - Philip Kotler

The creation, identification and satisfaction of customer needs at a profit - Chartered Institute of Marketing

The strategic creation and maintenance of need-satisfying differences versus your competition - profitably Prof. Mike Wilson

Marketing is now all about demand chain management – the customer / consumer becomes the ‘start point’ not the final destination, for the organisation - their needs, costs, value and issues of convenience and communication - Robert Lauterborn

How we can contribute to your commercial success

 

Effective Marketing
Activities
Implies
Selecting target markets & segments
Not attempting to serve all  markets/satisfy all needs
Formulating plans
Not following haphazard and unco-ordinated actions
Designing products/services to satisfy customer needs
User, not supplier orientation
Serving markets more effectively
Need for focused objectives
Create and manage a "marketing mix"
Knowledge of all factors including targeted customers

 

We can help you define your Value Proposition

Value Proposition

 

We can help your Marketing Process be more effective
KEY QUESTIONS
PROVIDING ANSWERS

Who are the customers and who are the decision makers and nfluencers?

 Market research - Profiles of customers: quantitative and qualitative: key decision makers & influencers
What are their needs, how do they differ and what then are priority needs we should satisfy? Information analysis - Target segments - Their problems and opportunities - Establish priority needs
Can we satisfy needs? Examine current/new product / service and gain customer feedback
Can we make a profit? ie. How do we reach them? What are rewards versus risks? Distribution channel and financial analysis
How do we compare with our competition? S.W.O.T. Analysis / review competitive products / strategies / actions
What is required in our marketing mix? Set marketing objectives and develop ways of implementing marketing strategy Differentiate the product/service via the marketing mix
To whom do we want to communicate? Target your communications audience
What do we want to communicate? Define the product/service value proposition and the company / product positioning to the target segments
How do we communicate? Establish 'communications mix':- - advertising / PR - sales message / sales promotion - packaging / point of sale display
How do we make sure everyone works to the same ends? Co-ordinate marketplace communication Establish evaluation systems Monitor and manage the plan