MarketAbility
featured Practitioners
Gregg Young
An Expert in fast track six sigma, Gregg helps clients to find
the fastest way to bring new ideas to market, as a basis for profitable
business growth...
more...
Arie de Boer
A Fresian by his own admission. Former engineer and oilman turned
Marketing Practitioner. Regular globetrotter. Favourite saying
"It's better to be roughly right, than precisely wrong".
more...
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The Marketing
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Phil Allen's MarketAbility
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0041 44 783 87 77
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2005.
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Business Growth in Emerging
Geographies
During
2004 we featured China in each of our email briefings, as China
seemed to be the focus of many marketers attention. So, where are
the other areas of potential growth and value capture? India, Eastern
and Central Europe, Turkey, the Middle East, South America??
Click
here to read the full paper
Opportunities and Experiences in China
A great opportunity for marketers to understand more about growth
and market opportunities is being offerd by ECMSA in co-operation
with CEFIC and VCI in their March 15th event in Brussels: Strategies
in China - The Chemical Industry and its Customers. This China conference
focuses on the actual experiences of businesses that have ridden
the China investment boom and the prospects for consumer driven
demand for chemicals in the years ahead. The conference also sets
out to explore the pro’s and con’s associated with investment
in China. The programme will be divided into three sessions:
End-user industries and their strategies in China
How can chemical companies respond to the strategies of their customers
Investment and Trade Strategies
The programme includes speakers from: Volkswagen, BASF and Lanxess
as well as representatives from CEFIC and the EU.
Click
here to read more details |
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Marketing and CVM in Practice
Lessons
in Customer Value Creation and Business Growth
The lessons to be learned from some of MarketAbility's admired
leaders in customer value management and marketing excellence
are clear and plain for all to see (Procter and Gamble, Gillette,
Dow Corning, Toyota, Dell, Starbucks to name but a few). None
of these companies has done anything beyond the capabilities of
their peers and competitors. None of them really has a much better
product than their rivals. Why is it then that none of their competitors
have emulated them or even beaten them to it? How can incumbent
companies in a market be so blind and deaf to the needs of their
customers that other companies can enter from outside and beat
them in their market? Why is it that many suppliers really do
NOT listen to their customers and try to respond with what the
customer really values.
NO, we are not proposing that you just offer everything on the
customer's wish list - wrong question. What every good marketer
needs to figure out is NOT what the customer wants, nor what the
customer needs BUT what the customer is WILLING to PAY FOR. This
is the basis of customer value management and marketing best practice.
This is what makes these companies great.
Click
here to read the full paper
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What's New in Marketing and CVM
Flying
in the face of the competition
In the highly competitive air travel market some people believe
that Lufthansa have completely lost their mind investing €15
million in a new lounge dedicated to their First Class and HON club
members; and this at a time when many airlines are considering abandoning
First Class.
Lufthansa believes it is responding to customer needs and that this
service will differentiate its brand to a certain (high value) segment
of the market.
The BIG question is - of course - is that segment large enough and
valuable enough to justify such an investment.... or will Luthansa
also benefit from a halo effect in their other cabins, where they
are also not standing still, becoming the first airline to offer
internet access in the air in their international business class
cabin.
Perhaps Lufthansa really is aiing to become the leading brand in
international and intercontinental air travel.
MarketAbility certainly admires them for their innovation and differentiation
in serving their customers. Time will tell if it pays off on the
business side.
At the same time, responding to a massive decline in business class
travellers, but in the hope of rekindling interest in their business
class offer, SAS have taken the bold step of introducing a differentiated
Economy Class (Economy Flex), which offers a limited range of benefits
over and above standard economy, where - following the lead of others
such as Swiss, SAS now also charges for anything consumed on board.
This is targeted at the budget constrained business traveller. SAS
also claim to have upgraded their business class offer to cater
for the discerning (perhaps more frequent) business traveller, who
still values comforts and lounges and priority treatment. We wonder
how well they have really understood their customer's needs and
behaviour.
Time will tell.
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MarketAbility News
Strategic
Marketing and Customer Value Workshops
In 2005 MarketAbility continues to offer its Customer Value Management
and Value-Based Marketing workshops, aimed at marketers and sellers
in industrial and B2B markets. THERE IS STILL TIME to book a place
on the 2005 workshops which will run in three semesters during
March, June and November at The Marketing Centre in Zürich,
Switzerland.
For
more details please use this link
or call Phil
Allen directly on +41 44 783 87 77
Book
your place on a workshop
Now also in Dubai:
Strategic Marketing and Customer Value Workshops
In 2005 MarketAbility starts a new co-operation with local marketing
excellence practice Third Eye to provide Customer Value Management
and Value-Based Marketing workshops in Dubai , aimed at marketers
and sellers in industrial and B2B markets. THERE IS STILL TIME
to book a place on the 2005 workshops which will run in two semesters
during May and September at Knowledge Village in Dubai, UAE .
For
more details please use this link
or call Omar Shamma directly on +971 4 367 5256
Management Briefing: Strategic Marketing and Planning
Key Issues at MarketAbility HQ: Monday, March 7th, 2005
Monday 7th March 14.00 - 18.00, followed by networking Apero
This is a first in the European chemicals industry and the forerunner
of similar events in other key European cities in the coming months.
A chance to hear
industry and subject matter experts talk on current business issues
and the latest strategic marketing thinking.
You will have the chance to discuss and debate these topics with
fellow strategic marketers and planners and with the speaker panel.
You will have the chance to network with colleagues from a mix
of B2B businesses.
The programme for
the management briefing will consist of a series of briefing papers
each followed by a period of discussion, debate and experience
exchange
The programme will include
John Stokoe , Senior Consultant, Deloitte Touche "Today's
Specialities will be Tomorrow's Commodities"
David Jukes, CEO Univar UK and Distrupol Europe, who will discuss
"Effective channel strategies for the chemicals and plastics
industry".
Phil Allen, CEO MarketAbility, who will challenge the industry
that "There is no market for chemicals - market strategies
for profitable growth"
Ian Telford, Global Purchasing Director, Dow Chemical, who will
discuss "Buyer's metrics and why they focus on price""
Arie de Boer, Principal, Marketing and Management Consulting,
"Key Account Management enabler for value added customer
strategies”
Marketing
Workshop: How NOT to compete on Price
at MarketAbility HQ: Tuesday, March 8th, 2005
Tuesday 8th March 09.45 - 17.00
Interactive Workshop: "How NOT to Compete on Price"
This workshop will set-up to identify the pricing strategy options
available to today’s B2B marketer and seller. Explore best
practice and benchmarking to highlight experience and success
in a variety of B2B industries and markets.
Practical guidance will be given on now to apply this experience
to the marketplace and how to ensure that these strategies work.
This will be reinforced through a review of case studies referring
to companies that have achieved success in their differentiation
and pricing strategies.
Arie de Boer and Phil Allen, two very experienced marketers will
share some of the latest thinking on pricing, branding and differentiation
strategies, challenging some current industry practices, suggesting
ways to improve performance and results. They will demonstrate
the effectiveness and impact of these strategies, using live and
real examples from their own hands-on experiences in various industrial
products and B2B markets.
Marketing
Workshop: Customer Value Creation Strategien
at Euroforum Spezialchemie Konferenz, Wiesbaden, Germany: Thursday,
April 28th, 2005
MarketAbility CEO, Phil Allen and Associate James Thorne have
been invited by Euroforum to run the interactive workshop on Day
2 of their Spezialchemie "Der Kunde im Fokus" conference
in Wiesbaden, Germany. The workshop will focus on the specificities
of creating profitable business by serving customers of speciality
chemicals. Phil and James bring a wealth of experience to the
workshop from their activities in chemicals and downstream markets.
Click
here for further information
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MarketAbility Wisdom
If
you always do what you've always done, you will alwys get, what
you always got......if you're lucky.
Definition of insanity: Doing the same thing over and over again
and expecting different results.
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