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When do you need a marketing expert?
A marketing expert can provide answers to a number of key questions to help assess quantum. Most importantly
What is the organisation’s product or service?
What has been the immediate effect of the event under consideration?
What is the likely long term impact?
To answer these questions the expert will typically carry out a marketing audit that takes the following factors into account
- Product or service offering.
E.g. What is the offer and how does it compare with competitors in terms of its Name, performance, packaging, awareness, image, range development, reliability of suppliers etc.
Is there an established market? How big is it and what are the trends. What are the characteristics of the competition and what market share do they hold? Who are the intended customers and how well has the organisation targeted them
Trade prices, retail prices, margins compared to competition
Supply and distribution channels, % of market covered, merchandising, sell through rates etc.
How well is the offering promoted compared to competition in terms of its marketing spend, branding, media selection, advertising content, promotional literature etc.
Are the organisation’s resources and processes adequate and do they have any bearing on its ability to provide its products or services
A comprehensive, speedy and cost effective service
Some of these factors, particularly external ones such as market size, trends etc. may be well-documented with publicly-available data that can provide factual evidence against which to assess quantum. Accessing this data is usually straightforward, but can be time-consuming. Crossover uses appropriate internal resources, working at a lower hourly rate to complete such tasks. Other factors may require a more in-depth analysis and hence higher skill level.
On occasions it is necessary to commission market research to build a better understanding of the organisation’s product, market or customers. Crossover has the skills and resources to ensure that any such research is well conceived and without bias, producing findings that hold up under cross-examination.
By using the skills of appropriate employees for each task, Crossover is able to ensure that all projects are completed quickly, cost-effectively and to a high standard.
Call us today on 0870 900-6401 or e-mail us for details of case studies and further information on Crossover’s Expert Witness Services.
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