Product and customer structure analysis
(For efficient use of marketing budget)

Our client would like to review the allocation of its marketing budget to existing product and customer groups in order to identify possible improvements. In the first step, we examined the existing customer base to frequency of purchase, sales, regional distribution, etc., and then accumulated appropriate customer segments. In a further analysis, we analyzed the existing product structure in terms of relevant drivers (product, profit margin, product function, etc.) in order to derive an effective budget structure. Finally, we combined the results and created an optimized marketing budget which allows an efficient processing of the relevant segments.

Example 1: Customer analysis

Analysis of customer profitability

Example 2: Regional spreading analysis

Analysis of the geographic customer structure

Integrated market, product and customer analysis for an international textile manufacturer

An international supplier of textile products was facing significant market shifts and asked us to develop the future strategic direction of the company. To this end, we analyzed the existing product and customer portfolio and placed it over the current market developments.
It soon became clear that the company was not set up suitably for the future. Together with our clients, we developed measures for the company to align best for the future.

Example 1: Product structure analysis

Chronological evelopment of the product range

Example 2: Sales channel development

Analysis of the changes of the distributive channel

Customer satisfaction analysis in the field of renewable energies

For a client in the solar industry, we designed a customer satisfaction survey to locate possible improvement. Synchronistically, the current corporate perception was to be determined in comparison to competitors. In addition to this positioning, we were able to point out a number of approaches to improve customer satisfaction and increase customer loyalty.

Example 1: Preference analysis

Analysis of the comparative importance

Beispiel 2: Benchmarking

Analyse der Performance im Vergleich zum Wettbewerb

Construction industry market analysis (B2C segment)

A renowned German construction company has entrusted us with the investigation of the market for construction services in the private sector. In the  course of which we have identified relevant market trends and also examined the existing performance structure of the company, in order to derive new market opportunities.

More information …

… soon to come.