Industrial Goods

The consulting services we provide cover all aspects of marketing strategy. In the durable goods industry, we focus in particular on the following elements:

  • Accurate and actionable customer segmentation based on willingness to pay
  • Market-segment-specific positioning and competitive strategy for products and brands
  • Pricing (profit optimizing price strategy, pricing for product lines and individual products, bundling, pricing for features and services, etc.)
  • Target costing and value-to-customer optimization (measurement of value-to-customer, its application in target prices, prioritizing areas of innovation)
  • Sales & distribution management (general distribution strategy, discount systems, sales force compensation systems)

Project example

  • Price positioning for an innovative product, including different product variations
  • Pan-European channel management system for an international conglomerate
  • Future product strategy for a home appliance manufacturer
  • European competitive strategy for a telephone manufacturer
  • International pricing strategy for a lighting manufacturer





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