Message

About marketing support

Current status of marketing consultants

Until now, we have received the guidance of many consultants during our corporate activities. Most of them have been decided by top management, executives in charge of each department, and the business strategy department to reform the business process. Among them, I have received numerous consultations on process transformation of marketing and product development.

It can be said that solutions for business efficiency are often successful. However, when better things are made, I think it often costs a lot of money to change the process. On the other hand, solutions for improving the quality of sales, especially marketing solutions, rather than business efficiency, are often introduced to improve the quality. However, it seems that many of them proposed the purpose of carrying out the work properly, that is, the framework for improving the efficiency of marketing work. However, the most important thing in marketing is the creation of concrete and wonderful ideas for acquiring more customers, and the development of well-selling products based on them and the introduction of methods. Unfortunately, no consulting has been successful for that purpose. That is, in that case, the consultant uses the framework with some package (marketing solution, blue ocean strategy, conjoint analysis, tools such as quality function development diagram, etc.) as the core, and takes a different process than before. The idea was to review the fundamental marketing procedure and expect success. However, improving the quality of marketing could not be achieved only by organizing procedures and proceeding logically. In other words, for that purpose, concrete good ideas are the most important, and I think that it is not possible to create ideas that will be accepted by new customers simply by refining such procedures and improving logical processes.

Also, looking at the experience so far, consulting for improving the quality of marketing was introduced as one project only for that case, and it was generally requested by the new marketing manager and the officer in charge. In most cases, it was received and started. And, unfortunately, in most cases, the results of the renewal of marketing behavior at that time have not been long-lasting. In other words, the current situation is that marketing skills are improved and the marketing results executed in the project rarely work effectively enough to improve business trends.

In addition, since the project is started from the top down by the person in charge of the organization, the leaders (section managers, brand managers, etc.) who have been in the field from before often participate skeptically, which is also quite difficult for marketing consulting. It may be one of the reasons why it doesn't succeed. I think it's because we can't deny the methodology we've been implementing so far, and we're skeptical about introducing a new framework. As a result, they often participate by simply doing what they are told, without thinking too much about the essential meaning or purpose of the project. And since we don't think and execute ourselves, maybe even if it's a good framework, we can't keep up with it. So, as a result, the plan will come together, but it will be a disappointing result, which is rarely or not effective. That's why we thought it was the essence of being extremely difficult to succeed as a marketing consultant.

So we

・ Specialize in marketing support for customers who are full of success.

・ I will talk with the customer in advance about how to succeed in order to match the level.

・ We will thoroughly listen to the client organization's awareness of the current situation, the way of thinking about marketing execution methods, problem awareness, change awareness, change ability, etc., and propose support methods using our experience and success stories. ..

・ We will thoroughly ask about the current state, confidence, and future potential of the client organization's technical capabilities, and consider whether we can support them.

・ Through the above exchanges, we will propose possible support methods, further consider ways to become one team with us, the client, and both sides will work together to achieve the goal of success. We will confirm that we can share it, and we will work together to form an agreement for achievement.

・ However, I think it is important for the person in charge of the requesting party to think for themselves and carry out marketing. As a mentor, we are committed to helping you maximize your capabilities and, as a result, carry out marketing actions that can bring a lot of joy to many end users.

We do not say anything at first, but just set goals (aiming for category No. 1), need norm values ​​(significantly preferred by competitors), customer orientation, etc. We will take the form of watching over.

Concept

We will contribute to improving your business situation by returning our business experience to those who can request it and leading to success in your marketing behavior. Especially push forward. Our experience so far is some of the successes we have achieved during our Asahi era and the organizational problem-solving we have experienced. And the point is to develop products with a discriminatory advantage, that is, to create products that can provide more joy to more customers. And it means to provide customers with the maximum attractiveness, and to make selections and continuous purchases. At that time, success is achieved by proposing it, receiving decisions, executing it systematically, and maximizing the results within the organization. For those things, our experience of some success and organizational action is the source of the support we provide.

that is,

(1) Give ideas at the level of wisdom backed by expertise.

(2) Make a data-oriented decision.

③ Make customer-oriented decisions.

④ Observe the law of 3-point equivalence.

⑤ Turn PDCA, OODA, etc. and accumulate experience points.

We believe that the only way to succeed is to thoroughly implement these five methods.

The key points for further thorough implementation and systematic implementation are company-wide commitment to customer principles (formulation of management philosophy, etc.), flat organization, and objective research by pair tests using customers. In other words, it is necessary to create an atmosphere where good ideas can be produced and to carry out legitimate evaluations regardless of the position of the creator of the idea. And it is important to manage the organization so that the planning and execution can be carried out in such a way. In other words, based on the above ideas, we believe that it will be possible to develop products with a higher degree of customer preference and introduce them to the market with a high success rate, based on good ideas that are open-minded and customer-oriented.

What kind of client are we envisioning: For example, companies that have technical capabilities but are worried about how to carry out marketing. Entrepreneurs who have been able to develop good technology at startups but are wondering how to sell it. We would be grateful if we could provide our know-how so that you can create products that sell well based on your technical capabilities, and help you to create innovation turnarounds within the industry. We believe that such a client and we are compatible. We look forward to hearing from you.