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APPROACH
“We’ve made efforts to
grow sales in the Hispanic/Asian/African American market; why haven’t
we achieved our desired goals? What does it take to make it happen?”
To develop fact-based business strategies that
enable our clients to provide seamless and powerful customer experiences
– and promote long-term top- and bottom-line growth –
we apply six key strategy development steps.
- Perform a situation assessment in which we
review every aspect of our clients’ business, their industry
and their competition in order to glean the most comprehensive
perspective of the situation.
- Identify and analyze in-culture market segments
and sub-segments via customer segmentation and profiling.
- Conduct an opportunity assessment in which
we evaluate opportunities and risks, develop strategies and calculate
cost/benefit and ROI.
- Identify applicable in-culture strategies,
determine which sub-segments need further analysis, compare brands
against competitive offerings and develop strategies for new acquisition
and retention.
- Test and refine strategies via targeted test
market identification and implementation programs and build in
cost/benefit and ROI measurement benchmarks.
- Translate strategy into actionable programs
by developing large-scale implementation blueprints.
In addition, during strategy development we consider
effects of new multicultural initiatives on back-end divisions such
as operations, human resources, philanthropy and R&D, and examine
all possible customer touch-points like grass-roots marketing, advertising,
public relations, online, community relations and customer service
to ensure full strategy integration.
GUIDING
PRINCIPLES
SSG adheres to six guiding principles to ensure
successful multicultural strategy development.
- Link financial performance levers to increased
shareholder value
- Integrate industry trends and product/market
maturity into marketing strategy
- Identify true segmentation drivers for multicultural
marketing and promote efficiencies by exploiting fundamental commonalities
across mainstream and ethnic High Customer Lifetime Value sub-groups
- Employ a multidimensional segmentation approach
that enables efficient targeting and drives marketing mix
- Integrate consumer market strategy with product/brand
strategy
- Collaborate effectively with all customer
Touch Points: retailers, other channel partners, customer service,
post-sales support
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