CONSULTANCY-MARKETING

CONSULTING-THE PRODUCT

Consulting

Benefits & Applications

Purpose &

Methods

Brand Name

BRANDING

ABOUT SERVICES ABOUT CAPABILITIES

SOLUTION RELATED PROBLEM RELATED

PRODUCT BRANDINGPRACTICE BRANDING

MARKETING APPROACHES• Production oriented• Product Creation-> Client

• Sales Oriented• Product offering -> Salesperson (bridges the gap)-> Client really

wants

• Customer-Oriented• Consultant learns about the client’s fear and desires• Uses information to design and supply the required product

• Client should recognize that a Need exists

• Client should believe that the problem is big enough to require work on it

• The problem should be such that it can be resolved

• Client should be convinced that outside help is required

• Client should believe that your firm’s consulting service is worth considering

WHOM TO COMMUNICATE? HOW?

DEVELOPING RELATIONSHIP

• Old Service – New Clients

• Old Service

• New Service – New Clients

• New Service -old clients

Cross Selling Hunting

PenetrationMaintaining Awareness

AWARENESS INITIATIVE

CLIENT CONTACTS OPPORTUNITY

WIN A INVITATION

PROPOSAL

SALE

FIRM IDENTIFYING OPPORTUNITYCLIENT INITIATED

External Marketing

External Marketing

Direct Marketing

Treating Clients as Individuals Control Low Risk

Indirect Marketing

Promotion,Pricing,Place and Preparing.

INDIRECT MARKETINGRecruit from best colleges to ensure clients that they are getting the “Best” & “Latest” in Management know-how

Set Offices in best of the Areas/well known buildings

Consultants taking up Key Roles in Local Chambers of Commerce etc

Organizing Corporate Seminars

Making Speeches at the Professional Groups and Gatherings

DIRECT MARKETING

Activity that creates and exploits a direct relationship between you and your customer as an individual

AdvantagesTreating clients as individualsIn control (dynamic business-to-business marketing)Cut down on risk

WHAT DO YOU NEED TO DECIDE ON?

• Decisions based on Clients’ needs and wants• Selection of the best way to meet those needs• Achievement of objectives that satisfies the client

• But what if everyone follows it?• Provide your client a competitive advantage by staying ahead

of the client • for eg: In software one chooses a provider who not only gives

the best current software but provides regular updates.

11 STEP HIERARCHY 1.Business Mission

2.Business Objectives

3.Marketing Objectives

4.Marketing Strategy

5.Communications Objectives

6.Communications Strategy

7.Advertising Objectives

8.Advertising Strategy

9.Creative Strategy

10. Media Strategy

11.Contact Strategy

BUSINESS MISSION & OBJECTIVES

• What kind of Consultancy are you offering?• “Do what you want ,not what the statistics say”• What is competition offering?• Who are they? What is their consulting philosophy?• What is their organizational culture?• What is their image in clients’ circle?• What are their terms of business?

• Objective in terms of turnover ,• Use “What if” analysis• Pay-back over several years

PWC-MISSION• At PricewaterhouseCoopers, our people are our most valuable

asset. Our success depends on who we recruit and how we develop and motivate our people to provide the best possible service for our client

• Values• Teamwork Excellence Leadership

• Diversity Statement• The basis of our diversity strategy is recognising all the ways in

which people are different, both visibly - for example in gender or ethnicity - and subliminally, in ways such as social or educational background, or personality.

• Our diversity is our strength, driving business performance• Women represent half of the PwC global workforce at the

recruitment stage

SERVICES OFFERED

INDUSTRIES

MARKETING OBJECTIVES & STRATEGIES

• Issues to be dealt with year by year• To protect and grow your client base• Set up an effective sales and marketing infrastructure

• Marketing Strategy • What we are going to do achieve business objectives?• Tactics decide how are we going to do it?

• For eg: Low-price strategy to undercut competition or high margins and added value

WHOM TO COMMUNICATE? HOW?

Suspects

Prospects

Customers

Clients

Advocates

Constant reassurance to Customers ,Clients and advocatesMeasured communication to suspects , prospectsDatabase building ->Accurate,dynamic

ADVERTIZING

In general, advertising is done to establish your brand in a

largely anonymous market

• For consultancy it is used to create the “Interest” of a large no of potential clients by convincing them

• Consultancy is not a mass market product so you have to know your potential buyers.

PURPOSE

WAYS OF ADVERTISING

1.Press advertisement

2.Radio and Television

3.Mailing Publicity material

4.Exhibitions of professional materials and services

PROFESSIONAL PUBLICATIONS

Books & Newsletter for targeted managers

Address Important issues

Reputation of publication is important

MANAGEMENT SEMINARS

• Training and information services that managers and businessman are keen to obtain

Address Issues and solutions

Specific speakers can be invited

It might lead to new consulting assignments

OTHER APPROACHES

Putting up more & more cases of their clients which they have solved ( As a source of Credential )

Ex Nucifora Consulting Group

The largest and most successful chain of allergy and asthma treatment centers in the country felt vulnerable due to an increasingly competitive environment. NCG reviewed the organization's marketing and promotion materials, and then conducted a series of one-on-one interviews with doctors, staff and marketing personnel to determine key strengths and weaknesses within the organization and its marketing strategy. The study revealed several areas of opportunity for improvement including inconsistency in the marketing message, an inefficient use of media spending, and poorly motivated employees. NCG recommended a strategy that emphasized brand building, promotion, patient service and employee reward. Following the implementation of NCG's strategy, the chain continues to be the most successful in the country, and annual billings are at an all-time high.

OTHER APPROACHES CONTINUED…A technology company was approaching critical mass

in its home market, but outside investors were pressuring management to grow sales faster than

one market would allow. Nucifora Consulting Group's assignment was to help select and penetrate new geographic markets. NCG profiled the company's

core customer and prioritized target cities within the context of growth objectives and parameters. NCG's penetration plan began with a positioning strategy

that characterized the unique strengths of the company’s technology, while heeding the demands

of the target market. Recommendations also included strategies for building awareness and interest among

prospective end-users and for distributing product through traditional and non-traditional channels.

CREATIVE, MEDIA STRATEGIES

• Decides the tone in which you wish to demonstrate rather than proclaim

• Media strategy is what we are going to do when and where

• Marketing Plan • Which journal to advertise in?• Getting sponsorships• Deciding return on your investment

CONTACT STRATEGIES

• Use a key account and non-key account strategy • Reduce 2 types of cost: People’s time and Money

• Decide allocation of budget in Old Vs New clients• 60% -Existing • 15-20% -Research• 15-20% -Generating New Business

INTERNAL MARKETING

INTERNAL MARKETING OF CONSULTING SERVICES

Internal marketing is the task of hiring, training, and motivating employees to serve Customers well. IT takes place at two levels:

At one level All Departments must Work together. (BUILD TRUST)

At the other level all the departments must embrace marketing

FEATURES OF AN INTERNAL MARKETING-ORIENTED

CONSULTING• Creating enabling culture• Practicing participative hiring• Ensuring equitable recognition and reward• Demonstrating fairness during hard times• Good organization structure

BEST PRACTICES OF IM BY ACCENTURE

Senior Management Participation

Integrated Organizational

Structure

Strategic Marketing Approach

Human Resources

Partnership

Focus on Employee

Engagement

Internal Brand Communication

A TYPICAL CASE OF INTERNAL MARKETING

CASE STUDYNCG facilitated a brainstorming session for a multi-billion dollar consumer goods conglomerate seeking to maximize the internal benefits of its 1996 Olympic Games sponsorship. The session was attended by 21 employees, representing 15 operating units within the company. The vision was clear,

yet ambitious ... identify ways in which the sponsorship could be leveraged across its operating and functional boundaries to improve employee

satisfaction, morale and motivation. The session produced hundreds of ideas which were ranked and qualified by the group. The top suggestions – those which earned the greatest overall approval – were categorized and

then further developed, ultimately resulting in strategic blueprint appropriate for immediate action.

BENEFITS OF INTERNAL MARKETING

• encourages the internal market (employees) to perform better• empowers employees and gives them accountability and responsibility• creates common understanding of the business organisation;• encourages employees to offer superb service to clients by appreciating

their valuable contribution to the success of the business• helps non-marketing staff to learn and be able to perform their tasks in

a marketing-like manner• improves customers retention and individual employee development• integrates business culture, structure, human resources management,

vision and strategy with the employees' professional and social needs• creates good coordination and cooperation among departments of the

business

REFERENCES

“Management consultancy” a handbook of best practices

edited by Philip Sadler 1998

“Management consulting” a guide to the profession second revised edition, edited by Milan kubr

“Consultant-Market yourself” by Robert Gentle 2002

THANK YOU