Market Segmentation Analysis

We can help you systematically evaluate potential market segments to identify desirable business opportunities for new and existing product offerings. Intelligent segmentation enables you to concentrate resources on those prospects most likely to buy your products and services, and on the target market(s) that provide the greatest opportunity for success. Our market segmentation services enable new products and services to target less contested buyers, and will help mature offerings find and address new buyers and new opportunities. We will help you to:

• Identify and apply effective segmentation criteria
• Analyze market structure and trends
• Understand buyer behavior, purchase patterns, and triggers
• Identify under-served or un-served markets
• Refocus marketing investment on high-return segments

Services are customized for your requirements. They generally include internal data collection and review, strategy workshops, review of product strengths, market trends and key competitors. Based on the results of the work, AlphaBrand Strategies will provide you with segmentation analysis and recommendations that will improve marketing performance by increasing your ability to address the needs of targeted aggregations of customers.

Positioning and Messaging Strategy

Analysis of buying behavior shows buyers are conditioned to put things in categories in order to simplify the purchase decision. Effective positioning creates a distinct and valued place for your company and its products in the minds of your target market(s). It presents your unique value proposition in terms that clearly differentiate your company from your competitors and stakes your claim as the clear leader in a viable market segment. We will help you:

• Determine the level of importance and impact of each product or service has for each target market
• Develop positioning strategies to establish a leadership position for your company, products, and services
• Develop compelling messages that match your unique value proposition to your targets’ critical decision drivers

Services are customized for your requirements. They generally include internal data collection and review, strategy workshops, review of product strengths, market trends and key competitors. Based on the results of the work, AlphaBrand Strategies will provide you with positioning strategy and messaging platforms to create a distinct and valued place for your company and its products in the minds of your target market.

Market Opportunity Analysis

Market Opportunity Analysis (MOA) provides a careful, realistic assessment of market conditions, trends and opportunities. It is used effectively at multiple stages of business. It can demonstrate the feasibility of your core concept, launch new products and services, re-launch underperforming market offerings, and provide the building blocks for designing successful new business initiatives. To understand how attractive the opportunity is for your business we help you evaluate markets based on the following criteria:

• Size of the market
• The market’s growth rate
• Key trend and key competitors
• Average profitability of businesses currently serving the market
• The market’s strategic value to your business
• The nature of competition within the market
• Your ability to effectively address the opportunity

Services are customized for your requirements. They generally include internal data collection and review, strategy workshops, review of market trends and key competitors, and a critical review of company-level strengths and weaknesses. Based on the results of the work, AlphaBrand Strategies will provide you with analysis and recommendations for understanding the opportunities and your current ability to successfully exploit them.

Brand Development and Support

We will show you how to build and communicate brand value in ways that are relevant, memorable, and differentiating. We will show you how to own key benefits and attributes customers value, even when the same qualities may be associated with other organizations. Branding is a battle of perceptions. Winning the battle shortens the purchase cycle and maximizes margins. We will show you how to create a brand that makes a difference in the success of your business inside and out!

• Develop a powerful brand identity
• Identify the brand attributes that differentiate you from the competition
• Create and maintain high brand equity
• Clearly communicate your brand’s value and leadership
• Instill the power of your brand throughout your organization

Services are customized for your requirements. They generally include internal data collection and review, strategy workshops, review of market trends and key competitors, development of new positioning and messaging strategies, and creation of brand attributes, visuals and standards. Based on the results of the work, AlphaBrand Strategies will provide you with brand strategy and programs to increase the power of your brand(s) in your target markets.

Integrated Marketing Programs

Effective integrated marketing insures that each market-facing activity advances your Unique Value Proposition and strengthens your brand. We will help you develop integrated marketing strategies, programs, and materials to increase the impact of your investments across all marketing channels. We will design and help you execute cost-effective programs to generate new leads, extend customer relationships, and shorten the buy-cycle. By effectively integrating multi-channel marketing programs and consistent, compelling tools you will create more qualified prospects and maximize your revenue opportunity.

Services in the Integrated Marketing Practice include auditing your current marketing programs, collateral and tools to identify and prioritize your investments in brand building. AlphaBrand Strategies will help you create a truly powerful brand through consistent execution of your strategic positioning. All deliverables are developed to improve revenue, increase market penetration, and drive brand value.

Deliverables often include:

• Integrated Marketing Plans: A comprehensive marketing plan coordinating the content, timing and implementation of market-facing programs and strategies will increase the impact of your marketing investment, increase sales revenue, and increase your market strength.
• Go-to-Market Plans: A strategic plan of action for achieving early market traction and market acceptance. An effective plan directs the successful introduction of new businesses and their products/services.
• Lead Generation Campaigns: Strategies and programs to increase the volume of qualified leads will improve the return on your marketing investment and increase sales. Programs include creative execution and performance analysis.

AlphaBrand Strategies is available to help you execute the strategies and programs developed as part of each engagement.