Diagram of SEVEN modules:

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Starting Point

• Lack of knowledge of the Indian market, regarding in particular
• The state of the market in general
• Growth drivers
• General developments
• Consumer information (attitudes, expectations, etc)
• Competitor landscape
• Competitor communications strategies
• Competitor positioning

Brief

• Detailed analysis of the Indian market with a focus on
• Carrying out a competitor copy-analysis
• Analysis of competitor media spends
• Analysis of competitor brand strategies
• Identification of action points
• Suggestions for entry options into the market

Approach

• Project was set up in six steps
• Automotive insights (analysis of marketplace, vehicle categories, product strategies, price ranges, etc.)
• Market insights (infrastructure, cultural landscape, languages, etc.)
• Consumer insights (consumer types, attitudes / trends, buying process, etc.)
• Brand positioning and image
• Advertising spend (medium-specific)
• Brand and marketing strategy

Results

• Comprehensive, concise analysis results
• Suggested course of action for Indian market
• Preliminary options for market entry

Starting Point

• Traditional transaction business is to be supported by non transaction-dependent sales
• Relevant experiences and projects in the area of strategic partnerships should also be applied in Germany
• The offer of other products and services from external partners will lead to further professionalisation

Brief

• Acquisition of strategic partnerships in the areas identified
• Involvement in the acquired partnership projects

Approach

• Selection of suitable partnerships according to strategy and brand fit among other things
• Development of a tailored partnership concept
• Creation of online communications strategy and marketing activity (promotions, virals, direct marketing, etc)
• Involvement in the partnerships  on an operational level and implement marketing activity

Results

• Acquisition at present of four strategic partners in the areas of finance, insurance, mobile communications and web access
• The beginning of a comprehensive marketing partnership in the area of automotives
• Generation of additional revenue
• More added value for users through an increase in activity

Starting Point

• The abolition of the block exemption regulation will lead to major changes in the automotive industry
• Market share of original equipment business under increased pressure due to new competition and new sales and distribution methods on all levels
• Competitive advantage of independent original equipment wholesalers who are able to offer “all makes”
• Original Equipment Manufacturers (OEM) are planning an “all makes strategy” to create new revenue streams and better results

Brief

• Analysis of the effects of the new block exemption regulation on the original equipment business within the company up to 2015
• Development of different distribution strategies and response alternatives to changes in the market
• Reorientation of the original equipment business (“brand vs. company”)
• Establishment of a solution for European market based on solution for German market

Approach

• Analysis of the current original equipment structure
• Analysis of the strategic influences on the original equipment business
• Development of potential organisational structures
• Discussion with all involved
• Plan to fuse regional supply centres
• Support with the fusion
• Identify different solutions for European countries in order to position the distribution method within the competition

Results

• Fusion of all distribution centres in the context of the original equipment business
• Definition of the new functions of the original equipment business
• Forward-looking reorientation of the entire original equipment business
• Development of a potential company and financial structure, an organisational concept and a business plan for each European sales solution

Starting Point

• Unbundling requirements for public service companies and regional providers
• Increased demand for customer, advice and billing services
• Development of customer services for public service sector

Brief

• Development of strategy for market cultivation
• Analysis of the commercial potential of unbundled services for competitive customer services
• Implications of realisation and monitoring thereof

Approach

• Status quo of unbundling and market conditions
• Competitor and trend analysis of public service companies and regional providers
• Definition of target market (customers and contractors)
• Containment of the public service sector for the energy service provider

Results

• Market cultivation strategy: public service companies are target market for energy service provider with implications for the realisation and support  thereof

Starting Point

• Ambitious targets in view of new customer acquisition and ... in the business customer sector
• Difficulty reaching new customer objectives for handhelds, smart phones and business services

Brief

• Development, execution and monitoring of all activity across all distribution channels (corporate, medium-sized businesses, POS, indirect channels, etc.)

Approach

• Integration and consolidation of marketing and sales activity into one concept
• Start with successful international activity
• Consistent monitoring of success and target-based sales controlling

Results

• New customer acquisition doubled