Marketing & Communication

Marketing & Communication

Marketing

We help you optimize your marketing and sales strategy to drive profitable growth. We do this by drawing together insights from your customers, markets, business environments, and internal organization. Then, we model the economic implications of these insights and compare them with what’s working for other companies. From there, we work with your management to embed change in the organization’s practices and processes. The result? A value-creating commercial strategy that is unique to your business—right down to individual products, programs, and customer segments.

Our marketing and sales capabilities span the entire commercial journey.

Brand Strategy

Position, develop, and invest in your brands to differentiate and drive growth.

You’ll gain a clearer perspective of which customers a brand (or portfolio of brands) can serve. You’ll also understand each brand’s points of difference better, acquiring the insight to grow, share, and improve positioning and build clearer targeting of customer segments. All this leads to higher revenues from improved alignment with customers and distribution channels.

Loyalty & Customer Experience

Increase customer traction by providing the seamless experience they want.

This involves grasping customer needs across your portfolio of brands, products, and channels—and, through this, defining the important characteristics of customer experience. In return, you will see higher profitability and increased loyalty by focusing on strategies to address pressure points and create customer advocacy. You’ll also improve your ability to serve targeted customer segments and develop differentiated customer experiences with high return on investment.

New Product and Service Development

Bring a customer focus to developing new products and services.

Assume a customer-centric lens as we develop new offerings. A key part of this is developing an understanding of customer needs—both met and unmet—from your own product offerings plus those of your competitors in order to identify new opportunities.

Doing so will sure that you increase revenues and reduce the risk of failed product launches. You’ll also surface untapped product and service opportunities, and improve efficiency and speed to market, all via our customer-centric approach to innovation.

Pricing Strategy

Maximize overall profit while increasing margins and/or market share.

Getting pricing right is one of the most critical commercial decisions for any business. It can lead to significant increases in top-line results; the bottom-line effect is even greater. Our approach allows you to develop the optimal initial pricing framework and sales incentives and to see ongoing benefits from an analytical pricing framework informed by customers, market conditions, and the competitive environment.

Channel Strategy

Make the most of your channels to market by being in the right places in the optimal way.

An adroit strategy is essential to winning in a rapidly evolving, digitizing channel landscape. We can help you develop this optimal strategy through an understanding of customers’ journeys, their likes, and their dislikes, combined with channel requirements, incentivization levers, and the cost to serve. The outcomes will include greater reach, strategic differentiation between channels, and outsized share in growing channels—all translating to more revenue and profit.

Marketing Strategy

Speak to the right customers in the right way at the right time.

The marketing landscape is changing now more than ever with digital, social, and mobile technologies making traditional models of engagement obsolete. To develop marketing strategies that will direct your resources more effectively, we combine our commercial expertise in advanced data analytics with a game plan that gets your message in front of the audiences you need to reach. You’ll stimulate sales and strengthen your market positioning, thanks to a strategic view of the marketing mix that connects more effectively with sales and product strategy.

Go-to-Market and Commercial Organization

Define the optimal go-to-market strategy and commercial organization that will deliver against revenue growth or profit improvement objectives.

In both growing and mature markets, companies need to make complex choices around their go-to-market strategies, considering both direct and indirect models. In growing markets, the relevant channel infrastructure may not be available, and a business may need to invest independently or in partnerships to build new routes to the market. In mature markets, the distribution landscape may be evolving or consolidating. A business needs to carefully select the go-to-market and commercial models that would effectively and efficiently get its products or services to customers, while allowing the business to capture the maximum value across the distribution chain.

Commercial Excellence

Reinvigorate revenue growth and optimize sales and marketing speed.

Commercial excellence is comprised of a series of steps that an organization can take to define its target customers and plan the delivery of its value proposition to them, supported by excellent sales and marketing execution. Commercial excellence is crucial for businesses that are seeking to establish a new go-to-market model and to enter new categories or markets. It is also crucial for established businesses aiming to gain a competitive advantage and target incremental growth in mature, highly competitive categories. In our experience, commercial excellence initiatives can yield concrete financial benefits in terms of revenue growth and/or substantial SG&A savings through optimized resource allocation.

Customer Targeting and Value Proposition

Identify the highest-priority customer segments to target and define value propositions tailored to the needs of those segments.

Many companies struggle to understand, segment, and prioritize customers—and how to optimize the economics, from both a provider and a customer perspective—leading to a “one size fits all” approach for allocating resources and investments. We rely on external research and the rigorous quantitative analysis of sales data to inform customer groupings and determine the appropriate segments to pursue with the right value proposition. Our customer targeting capability provides clients with a clear focus on the “best fit” segments where the business can drive revenue and profit growth.

Sales Force Effectiveness

Improve and accelerate sales performance by determining the right processes and enablers to maximize the commercial team’s effectiveness.

To realize sales gains, sales and marketing processes need to align with the customer strategy and a go-to-market model throughout the sales cycle. Sales enablers, such as a compensation scheme for the team, key performance indicators, systems and tools, and training programs, must also be established to ensure that the sales team has the best support available. We advise and support management teams on establishing the right infrastructure to root out sales productivity drains, align incentives, and ultimately drive sales growth.

Communication

We provide strategic communications consulting.

We advise companies and institutions across all aspects of strategic communications, from conception to implementation: observation, analysis, management positioning, corporate communication, financial communication, media relations, internal communication, crisis communication, and public affairs, in addition to media training in several languages.

Our multicultural team has unparalleled international expertise. Between our offices in Dubai, Kuwait City, Paris, and New York, we develop tailor-made strategies that help clients reach their goals. Through our intercultural expertise and a broad network of resources, we successfully accompany our clients as they work towards success.

We position companies, institutions, and managers in the media among their employees and in the political and business world, with the aim of enhancing our client’s reputation.

Our strength

An international and multilingual team

All of our consultants are fluent in English, French, and Arabic, and have a deep understanding of the culture, institutions, business, media, and news in North America, Europe, Africa, and the Middle East.

Dynamic and experienced consultants

Excellence and reliability are the guiding principles of our work. Our team is composed of high-level professionals from diverse professional backgrounds, known for dealing with unforeseen situations with efficiency and discretion.

A tailored strategy

We develop specific strategies suited to our clients’ backgrounds and needs.

A dense and efficient network

We offer a strong network of senior level contacts in business, politics, and the media across North America, Europe, Africa, and the Middle East.

Keys to success

Too often, misunderstandings between partners of different nationalities create barriers or even compromise promising projects. Finding the right words, developing the most suitable communication methods, and understanding the cultural, political, and economic environment of a country can lead to success.

As a mediator between both cultures, our company supports international companies, institutions, or executives in developing and implementing their communication strategies.

The multinational DNA of our company enables us to provide custom-made strategies that consider the cultural and historical specificities of the regions where we operate. We help our clients make the right decisions in order to build a sustainable and successful reputation in Europe’s largest markets.

When necessary, we work with local partners, yet always remain in charge of the project’s coordination and management.