Go-To-Market Strategy

Are your new product launches performing below expectations?

Are you losing market share or facing price pressures because of increased competition?

Are you looking for a proven customer-centric (or consumer-centric for B2C industries) approach to address market opportunities?

Does your organization need a common go-to-market approach across products and markets?

EMM Group has a process-based approach for developing a customer-centric and go-to-market strategy. Proven across products and markets at companies such as P&G, Microsoft, IBM, GE and others this approach provides a simple yet powerful way to implement your initiatives with the highest levels of performance.

The key elements of this approach are:

• Collecting market intelligence – A customer-centric go-to-market strategy starts with understanding the current attitudes, perceptions and behaviors of customers (or consumers for B2C industries). Knowing what drives your customer’s choice or preference and how your brand performs on these key drivers is invaluable information to shape your strategy. EMM’s Voice Of the Customer analysis can help you do a comprehensive SWOT assessment for your business from an outside-in perspective and help you identify the benefits to focus on in the value proposition and the channels and contacts at which to engage your customers.
• Identifying attractive ‘needs based’ market segments - The customer is the source of all growth. Therefore growth starts from an understanding of the differentiated NEEDS of identifiable groups of customers. Selecting specific segment(s) to target is critical because market segments differ in their commercial attractiveness and our ability to compete in them. Our proprietary tools help you define the market to segment, identify segments and assess their attractiveness and our ability to compete in them.
• Creating a compelling brand value proposition - A value proposition must be focused upon meeting the needs of the target segment. The value proposition can only be convincing if it is informed by the insights about that specific target. This is a skill that can be embedded in the marketing function, not some isolated creative gift bestowed on the chosen few. A positioning or value proposition has specific, identifiable components designed to (1) appeal to the target (a promise),(2) differentiate the brand from its competition and (3) convince the target that the brand will deliver its promise (provide a credible reason to believe). A value proposition is not an ephemeral inspiration conjured from some creative vacuum. It is crafted from identifiable components provided by a repeatable process that EMM group mastered from its legacy company, P&G. Innovation platforms are needs-based areas and themes where the Brand Promise can be delivered to the target customer in multiple different ways and in a stream of new products, services and customer engagement ideas. Innovation platforms are the ultimate alignment tool, and EMM Group methodologies are designed to identify one or more of them for each product in your portfolio.
• Activating the Brand: Delivering the brand promise inherent in the positioning requires that multiple elements be aligned or harmonized. This requires integrated planning across the various customer-facing and enabling functions within an organization so that the promised benefits can be delivered to the target customers at the right touch-points. Full alignment may require innovation at many places along the demand creation value stream(in the product or service itself, in its presentation, pricing, employee training, service capability, etc).Because of the previous steps in the growth process outlined above, that innovation can and must be focused on a specific target informed by specific insights about the target. This makes the inherently difficult and expensive process of innovation more efficient and potentially more effective.

Driving organic growth is the primary responsibility of every CEO. At EMM Group, we offer the CEO the opportunity to embed that growth capability using the most advanced set of tools available today. We start by addressing a specific growth opportunity to demonstrate rapidly the measurable effectiveness of our tool set. It is only after we “show you the money” and prove the efficacy of our process that we proceed to embed the tools and skills throughout the company so that the company is enabled with an internal capability to drive organic growth. EMM Group... We’re all about driving organic growth.

The key outputs that you can expect from a Go-to-Market Strategy project are:

• A Voice of the Customer data and analysis report
• Market Segmentation report
• Target Segment Selection Analysis
• Insights into the drivers of behavior for the target segment
• The brand value proposition and master creative brief
• Innovation Platform and Innovation Brief
• Go-to-market initiative plan
• Internal communication plan
• Scorecard