Marketing Strategy

Example: Avanon AG, Zurich

A marketing strategy, in the proper sense, combines marketing instruments such as product design, pricing, distribution and promotion. When we talk about marketing, however, we focus on customer acquisition and cross selling. What are the strengths and unique features of the company and their products? What does the customer require? How can we communicate both the strengths and customer benefits in a coherent way?

Riskmanagement Concepts Systems (RCS), a Swiss provider of software solutions for operational risk management, aimed for an increased level of brand awareness. In a four-and-half-hour workshop with the management we analyzed the strengths and weaknesses of the company’s current corporate identity in comparison to those of their competitors. As a result, RCS received a 13-page report with recommendations, including changing the company name and logo. Subsequently it was named Avanon. In October 2012, Avanon AG was sold successfully to Thomson Reuters.

This is only one example for a marketing strategy. Please contact us for more samples.

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