Business Challenges
· The client sold brand name digital camera with better design and quality compared to their competitors
· After increasing sales and marketing budget actual sales did not improve
· The client wanted to know how to improve ROI on marketing and sales budgets
Approach
· Interview sales people and study sales record
· Conduct focus group to get clear understating on target customers
· Derive target customers’ purchasing decision criteria
· Study past marketing and sales spending and analyze the effects on target customers
· Derive clear understanding on customer behavior and identify improvements in sales approach, especially in the usage of customer data
· Communicate new understanding of target customers and potential improvement s to sales people
Results
· Marketing and Sales team learnt how to maintain and use customers’ database more efficiently
· Sales increased by 15% within 2 months
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