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Monitor Group Case Study 1
作者：佚名 来源：不详 发布时间：2007-5-7 15:43:00
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Case Study1: Achieving Marketing Supremacy
Situation:
Three years ago, Monitor Group set out to help a global pharmaceutical company
understand the likely evolution of its industry and the capabilities it would
require to sustain its position. After a short study, the client and Monitor
Group team leaders decided to focus on the company''s marketing capabilities as
the key competency necessary to compete in future.
Monitor’s Effort:
Leaders from Monitor Group quickly assembled representatives from Market2Custo
mer and Monitor University to help design and deploy a wholly new approach to
understanding current and future customer behaviors, marketing planning and st
rategy development, and to create a marketing skills program.
Experts from Market2Customer embarked on developing a customized set of tools
to assist the company''s marketing group develop robust, product-specific marke
ting and branding strategies.
Monitor Group consultants were and continue to be instrumental in helping the
client utilize an entirely new marketing paradigm for planning product launche
s, allocating marketing and sales resources and competitive product positionin
g.
Based on this new approach, Monitor University developed, designed and deliver
ed a comprehensive set of executive-level marketing training courses to broade
n the company''s overall capabilities.
Result:
Development and codification of a comprehensive set of tools and principles to
inform marketing strategy development.
An increase from 10 percent to 22 percent in the average annual sales growth o
f an established drug.
Year one savings of approximately $20 million in media spending for one produc
t alone as a result of effective targeting.
Extensive marketing training for more than 450 managers.
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