Tag: Segmentation

About Us

Dr Jonathan Hughes MBA has a wealth of knowledge and specialist expertise in marketing and innovation. Rather uniquely he is also an accomplished generalist; someone who can identify valuable market opportunities by connecting technology developments to emerging market needs.   “Growth through innovation requires market insight, unfettered creativity and meticulous execution. The challenge for large …

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Get Better Product-Service Pricing with Conjoint Analysis

Every day most of us make several complex trade-off decisions based on our preferences, often sub-consciously. Each morning some of us either choose to drive ourselves to work, walk, cycle, take the bus or call a cab or even hire a chauffeur-driven limousine. At lunchtime we may choose to dine at an exclusive restaurant, visit …

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7 Lessons from the 50 Most Innovative Companies

Rather unsurprisingly, the 50 companies that Boston Consulting Group recently ranked as the most successful at innovation were global players, with a top 7 comprising the Technology/Telecommunications giants; Apple, Google, Samsung, Microsoft, Facebook, IBM and Sony. However, an interesting development has been the rise of Industrial Products and Process companies. Most of the industrial companies that …

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Four Pricing Tools to Capture Value

In an expanding market, organic growth and a steady supply of new customers will often provide a healthy cash flow and revenue growth even if one’s market share remains unchanged. The B2B pricing concerns during a business growth phase comprise; balancing inflationary pressures, growth of market share and price positioning for re-investment decisions. B2B pricing …

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Consequences of Changing to a Product-Service Business Model

In challenging economic times of high and fluctuating raw material and energy costs coupled with relatively static or declining markets, most companies realise a “do nothing” strategic objective will inevitably deliver shrinking returns. Manufacturing businesses may choose to cut costs to improve margins, enhance their offer to extract greater value and expand their market or …

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New Material Commercialisation – Six Pitfalls to Avoid

I recommend that Marketing Managers and Product Managers obtain a copy of the The path to improved returns in materials commercialization published in “McKinsey On Chemicals” in which Michael Boren et al., (August 2012) describe six “failure modes” to be aware of in the commercialization of new materials and provide advice on avoiding these potential …

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Product Commercialisation

Pennog can help your business to develop a successful commercialisation strategy that identifies un-met market needs and focusses marketing communications on the benefits sought by the most attractive market segments.   A product launch that immediately generates big sales revenue is challenging, particularly in established technology markets with multi-player value chains. In practice, product commercialisation is often a “grey area” of responsibility between technicians …

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Pricing Strategy

Pennog can help your business to extract the most value from pricing transactions, identify where value pricing is viable and provide your business with protocols to introduce and maintain value- or solution-based pricing processes that engage marketing functions and manage day-to-day selling decisions.   With the exception of luxury goods markets, Price is always the most influential criterion in the …

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Marketing Strategy

Pennog can help you create an effective marketing strategy by supporting your business in identifying the most attractive market segments for your business strengths and choosing the most effective marketing mix (product, price, channel and promotion) to profitably compete in your chosen market segments. All companies need a Marketing Strategy to deliver the strategic objectives of the business in …

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