Traditionally when
companies build marketing strategy most tend to approach the strategy in a
piece-meal fashion: brand positioning, communication, channels, and etc. are
all explored but largely separately. This practice, while common, is actually
problematic in that 1). It does not foster synergy across different strategy
components; and 2). When different parts are done by experts in different
subject matters, the risk is high that too much thinking is put on the tools
but not on the original goal of facilitating business success.
GrwothX, an Illuminera
Group boutique, saw the drawbacks in conventional practices and decided to do
strategy differently. It is our belief that first of all, the goal of every
piece of marketing strategy is to create demand. Secondly, all strategy
components must strive for the singular goal of demand generation. And lastly,
all marketing activities and programs should be innovatively effective in
serving the strategy and, in the end, generate demand. With this
philosophy, GrowthX set out to reinvent the Demand Generation Model long used
in the B2B setting to the B2C environment.
In this case, our client,
a well-known international infant nutrition brand, suffering from limited
resources and chronicles underperforming in lower-tier markets, came to us with
a simple mandate: within the budgetary constraints, how can we triple our
market share. Using the Demand Generation Model, GrowthX were able to put
together an innovative strategy that could fuel client’s success in the lower
tier markets.
Going back to the basics
GrowthX started the
project by going back to the basics. The team tried hard to answer a seemingly
simple but in reality very difficult question: what are driving a consumer’s
buying decision. Based on thorough primary and secondary research, the team
built a clear Needs Atlas©, which in turn was translated into a consumer needs
model. This model essentially dictates what should be done, in the most
fundamental level, to make a consumer tick.
From needs to demand
generation
However, a successful demand generation strategy not only
defines ‘what to do,’ but also plans ‘how to do.’ Considering this, consultants
helped the client develop a hierarchical and systematic marketing plan that
guides consumer demand generation and resource reallocation, directs the
comprehensive route to market solutions, and optimizes the brand management
mechanism. The plan was also comprised of many marketing programs or activities
that came from out-of-box thinking.
We are excited to see that this demand generation strategy is now about to go on trial in the lower-tier market and we will keep an eye on its impact in the real market. GrowthX is excited at the prospect that she is able to help more clients to achieve more robust growth using the Demand Generation Model.
