http://www.booz.com Marketing & Sales RSS feed from Booz & Company. Tue, 22 May 2012 06:24:41 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50332855?gko=c7bfb Health insurance in the U.S. is at the cusp of a major transition from an employer-driven payor model to a model directly involving many more employees and consumers. Private health insurance exchanges with a defined contribution approach represent a significant step toward catalyzing this change. In this paper--part of an ongoing series of Booz & Company Perspectives on the shift to consumerism in health insurance -- we consider the impact of this change on the payor industry and the strategic approach that leading companies need to take. Borromeo, Paolo; Javanmardian, Minoo; Kapur, Akshay; Kaura, Ashish Mon, 26 Mar 2012 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50332855?gko=c7bfb http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50310457?gko=549d3 The Pharmaceutical Marketing and Sales Survey 2011 was designed to take the "industry temperature" with respect to current challenges, and to understand how industry leaders plan to overcome those challenges in the next several years. Booz & Company and National Analysts Worldwide collaborated to gather and analyze online survey results from more than 150 pharmaceutical executives. This set of slides presents the findings: 68% of respondents believe that the current pharmaceutical model is broken and needs significant repair, most see major challenges ahead, many expect sales-force time for their products to decrease, and they expect to shift their spending from an emphasis on physicians to nontraditional stakeholders. They also expect to rely more on innovative pricing, payor collaboration, pharmacoeconomic studies, and new service models - along with social media and other new technologies. Less than half of all respondents have engaged with payors on their products prior to Phase III. Various Authors Mon, 19 Mar 2012 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50310457?gko=549d3 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50187491?gko=fbf6b This study, conducted with Buddy Media, the social enterprise software leader, incorporated a quantitative survey of 117 leading companies and a series of in-depth interviews with senior executives from across the marketing and media ecosystem. Leading companies are transforming their strategies, skills, and processes to enable social media to play an expanding role in their marketing efforts and in their enterprises as a whole. As more companies refine their use of social media, it will dramatically transform how they connect their brands with consumers, and how they define and build their marketing capabilities. Premo, Karen; Vollmer, Christopher Fri, 17 Feb 2012 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50187491?gko=fbf6b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50128668?gko=cb63a A new Booz & Company survey reveals that there is a select group of shopper marketing leaders that are capturing more influence with retailers and better returns. They achieve this by identifying and pursuing the right solution platform priorities, aligning their sales and marketing organizations to better focus on their platform priorities, and developing new funding and planning processes to support better decision making, greater lead time, and superior execution. Egol, Matthew; Van Duyne, Jon; Boswell, Penny Wed, 01 Feb 2012 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/50128668?gko=cb63a http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49970322?gko=a50fd Web analytics is the measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing Web usage. Today, Web interactions between commercial businesses and their customers are as important, if not more so, for a business's growth as customer touches through traditional voice and bricks-and-mortar channels. This Leading Research deck discusses the data and technology opportunities and challenges associated with Web analytics. Nair, Ramesh; Parande, Raj; Nair, Balu; Goryunov, Yuri Mon, 21 Nov 2011 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49970322?gko=a50fd http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49844105?gko=1eb44 This year's fact-based shopper marketing study, prepared in partnership with Shopper Sciences and the Grocery Manufacturers Association, reveals, among other findings, that leading CPG manufacturers and retailers are increasingly adopting a solutions-based approach to amplify the impact of their shopper marketing investments. Egol, Matthew; Leisure, JP Mon, 17 Oct 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49844105?gko=1eb44 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49841949?gko=7fde1 Booz & Company, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries to find out how the role of marketing is evolving. This Leading Research presents the findings and our analysis. Pandit, Yogesh; Ripsam, Thomas Wed, 12 Oct 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49841949?gko=7fde1 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49820007?gko=df5dd Booz & Company and Buddy Media recently conducted a survey of North American marketers to learn more about how companies are embedding social media into their marketing organizations and activities. This Leading Research summarizes the results of that survey. Premo, Karen; Vollmer, Christopher Tue, 04 Oct 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49820007?gko=df5dd http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49779196?gko=17761 The steady decrease in U.S. Department of Defense (DoD) investment spending will continue for the foreseeable future. To better compete in this new environment, traditional companies should look beyond simple cost-cutting measures to a more comprehensive "next-generation affordability" approach that transforms cost structures and refocuses capabilities on the new market requirements. Adams, Jim; Beckey, Steve; Martin, Joseph; Brukardt, Ryan Mon, 19 Sep 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49779196?gko=17761 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49703713?gko=31c02 Developed markets are on the cusp of mass adoption of mobile commerce. Many companies now see m-commerce as a strategic priority but few will find themselves in a sustainable, value-accruing position. For most, the only way to win at scale is through collaboration in the form of as-yet-untried partnerships. Boyes, Edward; Knott, Michael; Miles, John Thu, 18 Aug 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49703713?gko=31c02 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49655543?gko=a4b96 Traditional defense manufacturers are facing a period of change that, if poorly navigated, could severely cripple their competitiveness and even threaten their very existence. Success in today's defense market will require (1) under¬standing and investing in new capabilities; (2) attacking structural costs; and (3) advancing systemic processes. Dustman, Eric; Hughes, Thornton; Martin, Joseph; VanHorn, David Fri, 05 Aug 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49655543?gko=a4b96 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49655545?gko=e5169 Rising costs are forcing the entire U.S. healthcare industry to find ways to unlock and enhance medical value by delivering higher-quality, more affordable care to empowered and engaged consumers. This Perspective outlines three models--population care, healthcare products, and focused transformation--that address the issue of reclaiming lost medical value in a comprehensive and sustainable way. Ahlquist, Gary; Saxena, Sanjay; Spencer, Brett; Gopalka, Abhishek Fri, 05 Aug 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49655545?gko=e5169 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49651182?gko=0c394 Leading companies are capturing scale from transactional activities and developing advantaged capabilities using marketing shared services--a coordinated, consistent, and collaborative approach to their marketing service delivery model. This Perspective outlines a four-step program that companies can apply to avoid pitfalls and adopt best practices as they adopt or expand their marketing shared services model. Kapoor, Namit; Landry, Edward; Ripsam, Thomas Tue, 02 Aug 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49651182?gko=0c394 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49639066?gko=ecfc4 As consumer packaged goods (CPG) companies expand their shopper marketing initiatives, they should be careful not to neglect the integral role of the sales team in ensuring success. Sales should participate in shopper marketing program development and execution, particularly in developing shopper insights and retailer intimacy, designing the shopper marketing playbook at the account level, program execution, and performance measurement. Egol, Matthew; Van Duyne, Jon Mon, 01 Aug 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49639066?gko=ecfc4 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49606607?gko=9f27e Customer segmentation has become a critical capability for making sense of growing volumes of customer data to develop and drive successful go-to-market strategies. But a company will succeed only if its operating model is specifically designed to make use of segmentation results and insights. Yulinsky, Corey Mon, 11 Jul 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49606607?gko=9f27e http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49584088?gko=36567 Multinational consumer packaged goods providers and retailers in China have struggled to calculate marketing ROI due to a lack of sufficient data, among many other factors. Collecting the right data and developing a rigorous strategy for calculating marketing ROI for every promotional campaign are absolute essentials for doing business and suc­ceeding in the dynamic Chinese economy. Bessler, Joni; Treppo, Steven; Xu, Adam; Deng, Michael Wed, 29 Jun 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49584088?gko=36567 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49463209?gko=769bb This Perspective explores how traditional bricks-and-mortar retailers need to adjust to succeed in the e-commerce space, in particular by letting go of old conventions. Dutzler, Harald; de Vuijst, Coen; Huissman, Robbert Mon, 09 May 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49463209?gko=769bb http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49443979?gko=50716 In the new era of the cloud--together with the expected explo­sion in connected devices and the dynamic applications optimized for them--information can be continu­ously fed to cloud-enabled "big data" and analytic engines, opening up the promise that all of marketing could migrate to a true real-time Internet marketing model. Very few chief marketing officers (CMOs) have thought through the capabilities they will need to drive these (mostly) new marketing activi­ties. And very few are ready to lead their organizations into this new world. Le Merle, Matthew; Minasian, Philip Wed, 27 Apr 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49443979?gko=50716 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49371294?gko=48823 GCC retailers that successfully create a private label offering can increase revenues, improve profitability, and strengthen customer loyalty. Chahine, Gabriel; Valenti, Davide; Nader, Karl Wed, 06 Apr 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49371294?gko=48823 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49691205?gko=492c7 To assist health plans as they consider and pursue ACOs, Booz & Company conducted extensive primary and secondary research, proprietary economic modeling, and in-depth interviews with academic experts, external vendors, and senior executives of payors and providers. This Perspective reports Booz & Company's findings on the emerging ACO landscape. Ahlquist, Gary; Saxena, Sanjay; Spencer, Brett Tue, 15 Mar 2011 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/49691205?gko=492c7 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48978684?gko=20a3b For many multinationals, China is a difficult sales environment, but an absolutely critical one. To thrive, multinational sales chiefs must upgrade sales teams by addressing such fundamental issues as recruitment, development, and retention. Perhaps more important, sales chiefs must rec­ognize that none of these issues can be wrestled to the ground unless they identify and then make exceptional use of the unique skills of what we call Pride Builders. Canner, Niko; Bessler, Joni; Steffen, Ilona Thu, 06 Jan 2011 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48978684?gko=20a3b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48964237?gko=2c452 Social networking and other new technologies have given rise to the "social consumer." Navigating this new world requires a new way of approaching customer relationship management, commonly called social CRM. In addition to their traditional CRM tools and processes, companies must rethink their product, channel, and customer strategies in order to build an entirely new relationship with their customers through greater transparency. Acker, Olaf; Gröne, Florian; Yazbek, Rami; Akkad, Fares Tue, 21 Dec 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48964237?gko=2c452 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48901849?gko=ad704 For decades the pharmaceutical industry's direct-to-physician marketing model worked extremely well. Now, at a time when industry fundamentals are already challenging, companies must transform their marketing models to com­prehensively focus on value creation. The marketing model of the future will systematically engage a broader set of stakeholders, and address five key marketing imperatives. Levy, David S.; Fricker, Rolf Wed, 08 Dec 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48901849?gko=ad704 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48841353?gko=508cf We are on the brink of true "in-memory analytics," a technology that will allow operational data to be held in a single database that can handle all the day-to-day customer transactions and updates as well as analytical requests--in virtually real time. To drive the shift to this new tech­nology, CIOs must make sure the business understands its advantages and devise a governance strategy to manage its rollout and monitor its use. Acker, Olaf; Gröne, Florian; Blockus, Adrian; Bange, Carsten Tue, 23 Nov 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48841353?gko=508cf http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48834294?gko=0455f A new Booz & Company study highlights the growing importance of mobile commerce as a way both to understand real-time consumer behavior data and to use in-the-moment analysis to capture market share and influence consumer purchases in real time. Anderson, Matt; Buckner, Nicholas; Eikelmann, Stefan; Seelbach, Fabian Mon, 22 Nov 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48834294?gko=0455f http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48814302?gko=dc9e4 The structure and productivity of sales forces have turned into major concerns for many C-level executives. Every sales force redesign needs to address two fundamental questions: How many sales forces are needed? And what is the optimal reporting structure? It also needs to be executed flawlessly. Dubey, Akshat; Kapoor, Namit; Ripsam, Thomas Mon, 15 Nov 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48814302?gko=dc9e4 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48780302?gko=35cb5 This year's Booz & Company survey of U.S. consumers reveals that consumers continue to feel they are on shaky ground, and their purchasing behaviors reflect this sentiment. The task for consumer products companies and retailers in the months ahead will be to monitor and understand in detail the evolving behaviors of various consumer segments and to formulate responses to these behaviors category by category. Clyde, Andrew; Egol, Matthew; Hodson, Nick; Tau, Marcelo Wed, 27 Oct 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48780302?gko=35cb5 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48697903?gko=059fd At most telecom operators, holistic customer management strategies still take a backseat to siloed customer acquisition efforts taking place in discrete lines of the business. To effectively compete moving forward, telecom providers must build an integrated data set about each customer; shift the culture to one where everyone thinks about customers in an integrated way; add essential skills in IT, marketing, and elsewhere; and define success and develop a system for measuring it. Evans, Hywel; Gordon, Jason; Panayi, Barry; Peterson, Michael Tue, 28 Sep 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48697903?gko=059fd http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48637457?gko=01e02 A few leading consumer products companies are pursuing next-generation planning processes now, with the help of of advances in analytics and planning tools along with a set of guiding principles. Those companies that are successful will capture a significant competitive advantage. VanDelden, Hans Thu, 23 Sep 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48637457?gko=01e02 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48604682?gko=d30ef Contrary to conventional wisdom, a great many CPG categories--perhaps as many as half--are fragmenting instead of consolidating. For executives and brand managers, the key is understanding the dynamics of the category they're in, assessing whether they can change those dynamics, and figuring out the capabilities they need in order to do so. Lauster, Steffen M.; Sharma, Samrat Thu, 16 Sep 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48604682?gko=d30ef http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48550324?gko=9001f The Booz & Company-Quofore 2010 Industry Benchmark ROI Survey provides valuable insights into the ROI of in-store technologies and practices among consumer products companies and the retailers they supply. Van Duyne, Jon Thu, 02 Sep 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48550324?gko=9001f http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48123399?gko=ae913 Small business customers are among the most profitable segments for most banks. Relatively few small business customers are extremely satisfied with their bank, yet banks believe they have made improvements in serving small business customers. That disconnect is creating growth opportunities for banks as customers look to switch. Capturing the growth opportunity requires deep understanding of target segments, channel choices, and products and services. Favaro, Ken; Hyde, Paul; Jain, Ashish; Bloustein, Samuel Mon, 07 Jun 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48123399?gko=ae913 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47909666?gko=e47db A new evolutionary stage of e-commerce is emerging--the era of "social apponomics." In this next stage of e-commerce evolution, new business models are made possible by social media, consumer insight, and tailored applications. The main value drivers for e-commerce are shifting from the direct mon­etization of online traffic to customer life-cycle management. The key to success is understanding customer needs and creat­ing online customer experiences that translate into customer lifetime value. Anderson, Matt; Harter, Gregor; Hagen, Henning; Plenge, Stefan Tue, 27 Apr 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47909666?gko=e47db http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47824914?gko=78337 "Inspirational sales leadership" leverages a deep understanding of current sales performance to systematically identify leadership behaviors that actually drive results, and then provides the right tools for change. Booz & Company's research and practice has demonstrated that this model works effectively across a broad range of B2B contexts, and will become increasingly critical to master as the complexity and value of strategic selling continue to increase. Canner, Niko; Rolander, John Tue, 30 Mar 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47824914?gko=78337 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47830484?gko=a7b21 Telecom operators must make use of their inherent assets--powerful brands and subscriber relationships--to develop their strategies for selling mobile apps. Acker, Olaf; Friedrich, Roman; Péladeau, Pierre; Toumi, Mohssen Tue, 30 Mar 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47830484?gko=a7b21 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47806008?gko=6cb18 A new survey of 2,000 U.S. consumers confirms that a "new frugality" is now becoming entrenched among U.S. consumers and is reshaping their consumption patterns in ways that will persist even as the economy starts to recover. In this changed environment, marketers and retailers need to do several things: build marketing strategies and tactics that address where and why consumers shop; identify differences in consumer behavior; differentiate their marketing messages and promotional offers between more price-conscious consumers and those who place greater value on brand or convenience; and engage shoppers along the full path to purchase. Clyde, Andrew; Egol, Matthew; Rangin, Kasturi; Sanderson, Richard Thu, 25 Mar 2010 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47806008?gko=6cb18 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47685279?gko=05427 A "new frugality," born of The Great Recession and evidenced by two consecutive years of declining per capita consumption, is now becoming entrenched consumer behavior that is reshaping consumption patterns in ways that will persist even as the economy rebounds, according to a new survey of 2,000 U.S. consumers from Booz & Company. This new consumer spending report, the second issued by Booz & Company since the early days of the recession in October 2008 confirms a picture of pervasive retrenchment in consumer spending that spans a broad range of consumer product categories. But the survey also suggests that increased frugality may have become learned behavior, making many Americans more cautious and discerning consumers. What is more, the study suggests that these behaviors are "sticky," and unlikely to quickly change as the economy shows signs of improvement. Clyde, Andrew; Egol, Matthew; Hodson, Nick; Leinwand, Paul; Moeller, Leslie; Rangin, Kasturi; Sanderson, Richard Wed, 24 Feb 2010 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47685279?gko=05427 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47375353?gko=62f67 Consumers prefer to do business with consumer electronics manufacturers and telecommunications companies that can repair their products quickly, and the potential for cross-selling is real. Yet many companies do not even get the basics right. To do so, they must identify improvement priorities, determine which improvement measures will make the biggest difference, and develop metrics to monitor performance. Engelmann, Dr. Jens ; Hölbling, Klaus Tue, 15 Dec 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47375353?gko=62f67 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47341069?gko=1086f To build insights into B2B marketing leadership, Booz & Company recently studied building product manufacturers (BPMs) to better understand shifts in their marketing objectives, spending priorities, and focus on capability-building efforts. Egol, Matthew; Pandit, Yogesh; Perpich, David Fri, 04 Dec 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47341069?gko=1086f http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47189797?gko=1a1c2 The routes to market that consumer packaged goods (CPG) companies use to sell and service their trade accounts determine their sales volume, their ability to deliver the proper levels of customer service in a cost-effective manner, and their success at securing scarce retail shelf space for their products. Nevertheless, few CPG companies have a comprehensive conceptual platform for optimizing their routes to market. Such a platform must enable companies to design go-to-market (GTM) models that: have a strong customer focus; are aligned with strategic goals and value offerings; balance customer needs, revenue growth, and cost-to-serve; and, finally, are flexible enough to be adapted in response to changing strategic goals and competitive threats. This Perspective describes a proven platform for creating such models. Dubey, Akshat; Navarro, Carlos; Valero, Juan Wed, 11 Nov 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47189797?gko=1a1c2 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47189813?gko=5747c In a world overrun with marketing messages, the next wave of marketing technology will cut through the clutter, building automated marketing campaigns that address your customers' wants and needs individually. The result: greater customer intimacy, improved loyalty, and higher revenues. Moving quickly will gain real competitive advantage for you, so start planning for the future now. Acker, Olaf; Gröne, Florian; Hölbling, Klaus Wed, 11 Nov 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47189813?gko=5747c http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47177120?gko=9f7a8 In today's maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life-cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different marketing, sales, and service channels poses a significant challenge. Companies need new strategies, structures, processes, and tools to deliver customer value across all channels. A multi-channel, integrative customer model that delivers customer value and significant return on investment (ROI) requires both a strong understanding of customer preferences and behaviors and a robust IT architecture that supports the overarching customer relationship management (CRM) strategy. Even those organizations that have embraced the need for sophisticated multi-channel orchestration often still fall short in their execution. This "Perspective" Viewpoint offers strategic guidelines in four areas to ensure success with multi-channel orchestration. Gröne, Florian; Kammer, Karsten; Kirscheneder, Julius; Peterson, Michael Fri, 06 Nov 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/47177120?gko=9f7a8 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48736038?gko=3bdaf The past few years have ushered in significant changes in the way large multinational companies get consumer products to market in the GCC countries. These changes will benefit almost everyone involved, particularly consumers. But understanding exactly how each party will be affected requires an examination of the forces at work. Chahine, Gabriel; Sheikh, Faisal Sun, 01 Nov 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/48736038?gko=3bdaf http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46687358?gko=8af11 The Internet has become China's biggest single vehicle for public discussion. For companies, this is both a blessing and a curse. Never before has it been so easy to reach mass audiences. And never before have negative views been able to wreck corporate and individual reputations so fast. As a result, executives must take the impact of the online opinions into account when formulating their strategies and actions. They must understand how views are formed and spread, and how the speed with which this can happen poses a new type of threat to corporate reputations. Such an understanding will allow them both to avoid potentially negative effect while leveraging the Internet to enhance their competitive positioning. Tse, Edward Thu, 17 Sep 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46687358?gko=8af11 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677352?gko=33300 For companies up and down the consumer packaged goods (CPG) value chain, now is the time to take a fresh look at sales and operations planning (S&OP) processes. Although S&OP is a well-established tool in the CPG industry, nearly a quarter of companies still do not use it, and many others could be realizing greater benefits than they do today from their S&OP efforts. Increased complexity in the value chain is putting pressure even on well-run S&OP processes, making accurate forecasting and planning more difficult. Booz & Company advises CPG industry participants to keep in mind seven key parameters when refreshing their S&OP approach. Hawkes, Harry; Malhotra, Abhishek; Mueller, Curt Wed, 16 Sep 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677352?gko=33300 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677354?gko=b1fbc Corporate marketing departments are increasingly looking for performance-based advertising models in which the ad price is linked to more transparent, accountable returns--not only from online channels but from traditional media too. This requires three parties--corporate marketing, media outlets, and agencies--to adopt more sophisticated analytics and information technology to deliver measurable return on investment (ROI) across all media markets--even TV, radio, and print. Gröne, Florian; Kammer, Karsten; Kirscheneder, Julius; Peterson, Michael Wed, 16 Sep 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677354?gko=b1fbc http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677350?gko=6f2c0 This study, jointly conducted by the Association of National Advertisers (ANA) and Booz & Company, finds that B2B compa­nies are awakening to the need for greater marketing prowess and that those that develop it win increased market share. At the same time, it reveals that the majority of B2B companies still define mar­keting as a tactical--rather than strategic--function. The study further identifies three core marketing capabili­ties--market-back product development, pricing management, and brand and reputation management--that offer B2B compa­nies the most attractive returns. Ericksen, Matthew; Jullens, John; Kataria, Gaurav Wed, 16 Sep 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46677350?gko=6f2c0 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46382172?gko=e6082 Across industries and markets, considerable changes in customer expectations are putting new challenges on the customer service function. To fully understand the demands of next-generation customer service, Booz & Company recently completed the Next-Generation Customer Service study, which reflects more than 30 face-to-face interviews with senior customer service executives--and a survey of 50 senior-level managers--in Europe and the Middle East. Our research uncovered five key challenges to becoming a successful customer service practitioner: Leverage service for revenue growth; innovate the customer interface; integrate customer touch points; drive customer-centricity; and create high-performance operations. Hölbling, Klaus; Künstner, Thomas; Marsch, Christina; Steinkrauss, Niko Tue, 28 Jul 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46382172?gko=e6082 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46318194?gko=e451d Consumers in the Gulf Cooperation Council (GCC) region are altering their buying patterns in response to global economic uncertainty. To offset cost pressures and succeed in this difficult environment, companies need to deepen their knowledge of consumers' changing behavior and use it as a strategic lever. As consumer packaged goods (CPG) companies tailor their sales and marketing strategies to capitalize on these insights, they must achieve a careful balance between weathering the crisis and positioning themselves for long-term growth in a region with very attractive demographics and unique socioeconomic trends. For a brief overview of the survey, see "Limited Damage: GCC Consumers Are Still Spending, for Now" Chahine, Gabriel; Molina, Heberto; Sheikh, Faisal Tue, 21 Jul 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46318194?gko=e451d http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46319082?gko=39bc7 The countries of the Gulf Cooperation Council (GCC) have not been spared by the global recession, but so far most residents have maintained their pre-recession spending levels. A wide-ranging survey of consumers in Saudi Arabia and the United Arab Emirates (UAE) shows that they remain comparatively untroubled about the region's economic prospects so far, and their behavior at stores and restaurants reflects this: Only 28 percent of consumers in the UAE and Saudi Arabia have reduced their spending levels in the past six months. Such comparatively strong spending could suggest that consumers in the region still perceive resilience and strength in their local economies. For a more detailed discussion of the survey results, see "Connecting with GCC Consumers: CPG Marketing and Sales Executives Must Respond Strategically to New Buying Patterns" Chahine, Gabriel; Molina, Heberto; Sheikh, Faisal Tue, 21 Jul 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46319082?gko=39bc7 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46079566?gko=e950d In the new marketing and media ecosystem, some will fail, some will thrive, and all will have to evolve. This is the conclusion from the Marketing Media Ecosystem 2010 study, which identifies the priorities, capabilities, and partnerships required across the marketing-agency-media value chain to optimize now and prepare for the future. The Marketing Media Ecosystem 2010 is the first cross-industry partnership of its kind. MME 2010 is a joint study between the American Association of Advertising Agencies (AAAA), Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB), and Booz & Company. Vollmer, Christopher Thu, 09 Jul 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/46079566?gko=e950d http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45573700?gko=f4f94 The coming months will be painful for telecommunications providers, as consumers continue to cut back on their communications and media spend. But amid the gloom, a larger picture is emerging of shifting consumption patterns that will have both immediate and long-term consequences for the industry. Operators must not only update their offerings in the short run but also adapt to a new environment in which customers are savvier in the ways they consume and pay for services. Kuznetsova, Natalia; Laurence, Charles; Peterson, Michael; Ward, John Mon, 11 May 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45573700?gko=f4f94 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45552186?gko=61fcc CMOs should respond to this recession by crafting appropriately empathetic marketing messages, improving their marketing ROI, and taking full advantage of shifting media platforms, distribution channels, and geographic markets. Those who do this best will attract new customers to their brands and build market share for the future. Moeller, Leslie; Rawlinson, Richard Mon, 04 May 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45552186?gko=61fcc http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358644?gko=c390d This Viewpoint demonstrates the tremendous market power of consumers aged 50 and above. It adapts typical marketing approaches to untap this important demand segment. The paper provides a structured approach and a wealth of examples that help determine to which extent a specific product portfolio and marketing is needed - or a standard "universal design" approach will do. (Published in German.) Dittrich, Katharina; Habbel, Rolf; Heumann, Diana; Zink, Wolfgang Tue, 21 Apr 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358644?gko=c390d http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358642?gko=bbb81 Media consumers are rushing online in record numbers, and corporate marketers must go there too. CIOs and CMOs must work together to develop a marketing architecture that can analyze consumer behavior, help make marketing decisions, and automate customer interaction, content management, and publishing processes. Koch, Volkmar; Peterson, Michael; Vo, Kiet; Gröne, Florian Tue, 21 Apr 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358642?gko=bbb81 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358590?gko=a23ac Historically, the pharmaceutical sector has been less and later exposed to economic fluctuations, but is that true in the current crisis? This Perspective examines the impact of the crisis on pharmaceutical companies and discusses strategic moves they can make now to manage their way through the crisis and emerge in a stronger position. Vallerien, Sven; Behner, Peter; Ehrhardt, Marcus; Rollmann, Danielle Mon, 20 Apr 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45358590?gko=a23ac http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45292524?gko=51b63 Sales forces are positioned on the front lines of this recession, and their performance is critical to the survival of many cash-strapped, debt-heavy companies. Successful CSOs will step up to the challenge by delivering profitable volume, reducing and optimizing selling costs, and providing timely, fact-based insights into fast-changing customer needs and desires. Landry, Edward; Treppo, Steven Tue, 14 Apr 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45292524?gko=51b63 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45143808?gko=46feb Major shifts in global business conditions are radically altering input costs and risk. In response, companies must realign their supply chains, including: rethinking product formulation and packaging, restructuring the supply chain network and footprint, and realigning the role of suppliers and third parties. These changes will improve efficiency, resiliency, and sustainability, while allowing for more responsive supply chains with greater flexibility to support growth. Kauffeld, Richard; Malhotra, Abhishek; Potter, John; Turner, Martha Fri, 03 Apr 2009 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/45143808?gko=46feb http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43460761?gko=60f0b Marketing provides a tangible opportunity for cost savings, but few companies have found a way to increase the function's purchasing efficiency. To gain the maximum benefit to their bottom lines and marketing efforts, companies will have to ensure that marketing and procurement departments collaborate to an unprecedented degree. There are four steps that companies can take to begin the process of managing their marketing dollars more efficiently: Analyze marketing spending in detail; adopt a more rigorous approach to spending; deploy decision support tools to end-users; and create a clear delineation of roles and responsibilities. Dutzler, Harald; Houston, Patrick; Turner, Martha Fri, 09 Jan 2009 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43460761?gko=60f0b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43269467?gko=1abdd The global financial crisis has wrought havoc on the media and entertainment industry, especially the sectors most dependent on advertising and consumer spending. The lack of liquidity in credit markets and the declines in consumer spending will not be fixed overnight. Consumers will eventually start spending again, but the recession will leave behind profound changes in media consumption and shopping behaviors. In this challenging period, there are clear priorities for media companies. First, they must rise to the structural challenge facing them and accept the fact that they must reinvent their business models. Media sales need to become more targeted, data-driven, and marketer-oriented. Costs must be reduced. And the resulting savings need to be invested in capabilities and assets that will drive the next generation of growth. Chahine, Gabriel; Künstner, Thomas; Vollmer, Christopher Tue, 09 Dec 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43269467?gko=1abdd http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43268362?gko=e46ac As consumers seek a simplified shopping experience that is customized to their needs, retailers and manufacturers will have to become curators of the ideal assortment. Moreover, examining each category and cutting the SKUs that are not pulling their own weight will not only appeal to shoppers but also improve profitability. To become practitioners of smart allocation, leading players in the industry will simplify the mix, leverage local insights, and build a responsive supply chain. Martin, Karla; Notaney, Ashok; Sauer, Johan; Tau, Marcelo Tue, 09 Dec 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43268362?gko=e46ac http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43196421?gko=c0973 The mobile channel offers an exciting opportunity for marketers--one that most have yet to fully embrace. One avenue to pursue is the creation of a branded mobile offering,in which the marketer creates a portal dedicated to its product, service, or brand. With constant access to each customer, branded mobile portals can build interactive relationships by identifying consumers not only in terms of personal identity, but also in terms of commercial behavior, geographic location, and social and communication patterns. The rewards for companies that capitalize on these possibilities--deeper engagement with consumers, increased brand loyalty, and enhanced customer lifetime value--are not to be missed. Friedrich, Roman; Gröne, Florian; Hölbling, Klaus; Peterson, Michael Mon, 01 Dec 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43196421?gko=c0973 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43108454?gko=28257 On paper, running a marketing department sounds like a dream job. Marketers have tremendous opportunities in a new digital world of constant change, as well as a portfolio of instruments and tools that have never been richer or more precise. With a more strategic approach and greater accountability, marketing can drive business in a way that was not possible before. And yet, the job is more challenging than ever before. This excerpt from a speech at the 2008 CMO of the Year award ceremony examines the stumbling blocks and opportunities. Harter, Gregor Wed, 12 Nov 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/43108454?gko=28257 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42826456?gko=ce08b Communicators--whether in corporate communications, public relations, investor relations, marketing, or human resources roles--are under increasing pressure to demonstrate bottom-line value, but they are being asked to do so with smaller budgets and fewer people. At the same time, market pressures are pushing companies to expand globally, adding to the complexity of getting a message out. All the while, the number of available communications channels has exploded, and the way stakeholder groups process information and form their opinions is changing rapidly. Increasingly, successful communicators are embracing a customer-centric and results-driven model--built on the principles of process optimization found in Six Sigma initiatives--that engages audiences and drives organizational performance. Hage, Brian; Hannegan, Christopher; Jacoby, Jesse; Wilczynski, Herve Thu, 23 Oct 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42826456?gko=ce08b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42781996?gko=a1200 Consumer products companies make massive investments in their trade promotion programs--yet most executives and managers have no clear data on how well their trade programs are working, due in large part to a lack of reliable information about what happens in the stores. But a recent arrival offers great potential for addressing that problem: mobile computing in the form of handheld devices. They can provide valuable data at every stage of the promotion program, from assessment before the event, to analysis afterward, to planning for the future. In addition, the software allows management to track and report field force productivity, making it easier to get the force to focus on the right visits and to schedule those visits along an efficient timetable. Van Duyne, Jon; VanDelden, Hans Fri, 17 Oct 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42781996?gko=a1200 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42738605?gko=cef07 U.S. consumers have cut back spending significantly over the past six months, according to a new survey on consumer spending from Booz & Company. More than one third of consumers have made substantial cutbacks in frequent purchases, such as dining out, driving and shopping for everyday goods. In addition consumers plan to continue tightening their household budgets even further if the economy worsens, cutting back on a range of products and services and durable goods, from electronics purchases to gym memberships to children's toys. While the survey found that consumers will reverse many of these cost-saving measures as finances improve, some changes in spending behavior appear to be long-lasting. Leinwand, Paul; Moeller, Leslie; Shriram, Kolinjuwa Thu, 16 Oct 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42738605?gko=cef07 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42506238?gko=c36a6 Faced with growing evidence that their lifestyle choices are tightly intertwined with environmental consequences, many consumers are "going green"--but their choices are limited when it comes to green products and services in the telecom sector. The trend toward green is starting to influence the industry, but strategies and services are still nascent. Telecom players that can position themselves to take advantage of this demand--through their choice of components, adjustments in the carbon footprint of their operations, or establishment of a full green proposition, including devices and the 4Ps--will be able to create a compelling difference between themselves and their competitors. Harter, Gregor; Sova, Alexander Fri, 03 Oct 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42506238?gko=c36a6 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42174412?gko=1ac7e In-store service has become a vital dimension for retailers that want to deliver a superior, differentiated experience that customers will remember the next time they shop. This article reviews the services that really matter to customers and offers a framework for choosing the best service approach. Leinwand, Paul; Martin, Karla; Tau, Marcelo; Viriot, Aurelie Wed, 20 Aug 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42174412?gko=1ac7e http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41980869?gko=8b9b9 Retailers' increased clout, ever-tightening shelf space, and merger activity have created opportunities for many brands to move into a broader set of categories, leaving many CPG companies looking at their organizational models and asking: Should we manage by category or by brand? Bahadur, Nikhil; Leinwand, Paul; Misra, Amit; de Vuijst, Coen Thu, 31 Jul 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41980869?gko=8b9b9 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42251328?gko=71e50 Shifts in demographic markets will impact the insurance industry within German speaking countries. Immediate repositioning is required, especially with increased competition among the 55+ demographic market. This report presents strategies for insurance companies to successfully manage the demographic challenges and gain sustainable competitive advantage. Zink, Wolfgang; Habbel, Rolf; Dittrich, Katharina Sun, 01 Jun 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42251328?gko=71e50 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901862?gko=2231b In an average city on an average day, the average citizen runs into some 5,000 marketing messages. Gröne, Florian; Hölbling, Klaus; Acker, Olaf Mon, 17 Mar 2008 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901862?gko=2231b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901824?gko=b7705 In this s+b column, the authors postulate a framework for deciding if a brand that has lost its currency should be retired and replaced or whether it has life left. Jullens, John; Bahadur, Nikhil Tue, 26 Feb 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901824?gko=b7705 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901812?gko=cee7b Railroad companies, both public and private, are reinventing themselves as customer-conscious businesses. Tipping, Andrew; Zubrod, Justin Tue, 26 Feb 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901812?gko=cee7b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42501760?gko=ad124 The question of how to manage global brands across a set of diverse geographies has spurred significant debate among consumer packaged goods (CPG) companies. They must walk a fine line in developing these capabilities: On the one hand, doing so allows them to achieve the benefits of scale and speed their expansion in new markets; on the other hand, without the right structure in place to manage these capabilities, companies are likely to see increased organizational complexity. This article examines the approaches that leading CPG companies are taking to finding the right structure. Aguirre, DeAnne; Leinwand, Paul; Saha, Sudeshna; Viriot, Aurelie Tue, 05 Feb 2008 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42501760?gko=ad124 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901922?gko=49e38 CMOs need to pay more attention to marketing sourcing while increasing transparency into the marketing ROI. Bahadur, Nikhil; Houston, Patrick; Mueller, Curt; Turner, Martha Mon, 05 Nov 2007 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901922?gko=49e38 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901954?gko=fb551 If retailers and manufacturers had an objective and easily duplicated metric for shelf-space profitability, they could craft better decisions about which products to stock and how to best make use of all that space. Harper, Simon; Kapoor, Amit; Potter, John; Thompson, Laura Thu, 01 Nov 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901954?gko=fb551 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901958?gko=874fd New capabilities are redefining how manufacturers and retailers work together to grab their share of customers' wallets. Kauffeld, Richard; Leinwand, Paul; Sauer, Johan; Utzig, Carter Thu, 01 Nov 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901958?gko=874fd http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901826?gko=f082c This study, the first cross-industry partnership of its kind, asked more than 250 marketers to participated in surveys, interviews, or both. Together, they identified the ways in which the complex media environment is reshaping the marketing ecosystem. Vollmer, Christopher; Landry, Edward Thu, 11 Oct 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901826?gko=f082c http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901984?gko=1c166 Choice modeling is a powerful tool for understanding customers' choices. Here, we explain the benefits of this sophisticated methodology by way of a recently conducted Booz & Company study with more than 1,800 consumers in the United States. The study provided insights to service providers and mobile phone manufacturers on how to best approach consumers and gain market share. Plaschka, Gerhard R.; Harter, Gregor Wed, 10 Oct 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901984?gko=1c166 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901820?gko=614d4 Shelf-centered collaboration (SCC) is a design-based solution to the consumer value chain conundrum: a way to link manufacturers and retailers together with point of sale data and analytics. Kauffeld, Richard; Sauer, Johan Tue, 28 Aug 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901820?gko=614d4 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901810?gko=2f3e4 Chief marketing officers are moving beyond their roles as deliverers of marketing services and representatives of the customer to the company to take a serious role in company strategy. Tipping, Andrew; Landry, Edward; Harter, Gregor Tue, 28 Aug 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901810?gko=2f3e4 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901982?gko=0002b Although the end of trade spending may be on the horizon, its demise is not occurring fast enough for most consumer packaged goods (CPG) executives: Manufacturers sink a significant amount of cash into trade spending in combination with other customer spend--as much as 28 percent of gross sales. But thanks to two specific changes in the way manufacturers are approaching their retail partners, the days of trade "spending" as a losing investment may be giving way to an era in which trade investment is a win-win. Leinwand, Paul; Treppo, Steven Fri, 29 Jun 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901982?gko=0002b http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901990?gko=ba0d9 After years of hype about "big box" retailing, small retail formats are gaining traction in both mature markets in Europe and emerging markets in Latin America and Asia. Ripsam, Thomas Tue, 19 Jun 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901990?gko=ba0d9 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901780?gko=fd241 A new Booz & Company study reveals that the majority of banks are failing to fully meet customer needs and maximize sales channel performance. Gemes, Alan; Konik, Fabienne; Moss, Caroline Wed, 13 Jun 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901780?gko=fd241 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42030075?gko=7a24e As more Chinese travelers leave the mainland to explore the world, the travel industry must figure out what these consumers really want. Haddock, Ronald; Ma, Kevin; Tse, Edward Fri, 01 Jun 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/42030075?gko=7a24e http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902092?gko=e1a07 China is a vast country, with regions that differ significantly in wealth, transportation infrastructure, and customer behaviour. Carmakers need to recognize the regional differences when deciding on the rollout of their branding strategies and dealership network coverage. Haddock, Ronald; Tse, Edward Fri, 01 Jun 2007 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902092?gko=e1a07 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901942?gko=05f1a Five steps for aligning the sales force with customer needs in a manner that ensures it will be flexible and responsive to future changes. Landry, Edward; Ripsam, Thomas; Sayer, Bart Tue, 09 Jan 2007 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901942?gko=05f1a http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901746?gko=91782 By designing, building, and deploying a marketing ROI capability, financial services companies can increase marketing effectiveness by 15 to 25 percent, resulting in significant bottom-line savings. Bessler, Joni; Notaney, Ashok; Treppo, Steven Mon, 01 Jan 2007 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901746?gko=91782 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901784?gko=f3b23 Marketing organizations are widely perceived to be falling short of the high expectations company leaders have for them. A new survey of 4,000 marketing executives by Booz & Company and the Association of National Advertisers (ANA) shows that poor functioning may be part of the "DNA" of marketing organizations--and indicates that both performance and profitability can be improved by fixing two building blocks of organizational health: information flows and decision rights. Booz and the ANA have developed an online diagnostic tool, www.marketingprofiler.com, that can aid marketers as they attempt to match their marketing organization to their company's mission. Dixon, Brodie; Landry, Edward; Tipping, Andrew Mon, 12 Dec 2005 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901784?gko=f3b23 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902052?gko=cab0a Why are some companies so successful at leveraging brands, while others achieve far more modest returns on their branding budgets? To find out, we and the brand consulting firm Wolff Olins carried out research among marketing executives across Europe. It shows that over 90 percent of companies believe their brand is a key element of their success--twice as many as five years ago. Yet less than 20 percent put the management of their brand at the heart of their business systems and capabilities. Harter, Gregor; Koster, Alex; Peterson, Michael Tue, 01 Mar 2005 00:00:00 -0600 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902052?gko=cab0a http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901874?gko=740c1 In collaboration with the Association of National Advertisers, the leading U.S. marketing trade organization, Booz Allen Hamilton surveyed 370 people at more than 100 companies in nine industries in an attempt to discover whether marketing is in fact disconnected from the leadership agenda, determine the causes of any dysfunction, and uncover the best practices of superior marketing organizations. Hyde, Paul; Landry, Edward; Tipping, Andrew Mon, 11 Oct 2004 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41901874?gko=740c1 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902102?gko=e3dfb Astute companies are increasingly looking to their customers to drive growth-tailoring offerings, indeed their whole organizations, to customers' unique needs. The problem many companies face, however, is: How do you cater to customers without incurring debilitating costs in complexity? Building a truly customer-centric organization is the solution. Egol, Matthew; Hyde, Paul; Ribeiro, Frank; Tipping, Andrew Wed, 07 Jul 2004 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902102?gko=e3dfb http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902078?gko=45ecc The customer-centric strategy outlined in this article does away with conventional thinking and reimagines the bank's relationship with the customer. Instead of pursuing a transaction-based approach bent on penetrating and mining the customer, banks must focus on helping him or her build value over a lifetime. Putting this strategy into operation requires nothing short of a transformation in current banking business models, one predicated on a more open, transparent and trusting level of interaction with the customer. Hyde, Paul Thu, 03 Jul 2003 00:00:00 -0500 http://www.booz.com/global/home/what_we_think/reports_and_white_papers/ic-display/41902078?gko=45ecc