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Case Study 2: Enhancing Market Share
Situation:
A global leader in the beverage industry looked to enhance its share position
in several key Asian markets. The company was particularly frustrated with a d
isparity between the high percentage of consumers who claimed that they intend
ed to buy their soft drinks and the actual number that did.
Monitor’s Effort:
Monitor Group leaders brought together resources from the Action Company, Mark
et2Customer and Decision Architects to diagnose the problem and create tools t
hat would ultimately assist in the formulation of action plans for the client.
Action Company consultants reviewed the client''s existing distribution capabil
ities, marketing efforts and competitive position. They found that while marke
ting managers closely monitored the needs of customers, the needs of the sales
channel were less well understood.
Market2Customer designed and executed a market research study which created a
needs-based segmentation for each channel. As part of this work, M2C did a sta
tistical analysis which allowed the client to make tradeoffs between pricing,
product mix, and service levels.
Using primary research generated by Market2Customer, Decision Architects built
a dynamic market simulation model which allowed the client to test the financ
ial impact of various pricing, product and distribution options.
Result:
Shift in management thinking: the client''s management team began to realize t
he importance of marketing to the sales channel, our work led to the formulati
on of marketing strategies by channel segment which, in turn, led to more effe
ctive utilization of marketing resources.
Development of methodologies for assessing channel needs: the model created by
Decision Architects provided a lasting mechanism by which managers were able
to evaluate the effectiveness of sales and marketing initiatives continually.
Increased volume: changes to channel service levels, pricing, and product mix
resulted in as much as 30 percent increases in volume growth within 12 months.
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