WHICH ARE  YOUR SALES DRIVERS?

WHATS INHIBITING SALES? 

HOW DO WE SET OPERATIONAL AND QUANT IFIABLE GOALS? 


WHY NOT TAKE A POSITION BASED ON SCIENTIFIC PROOF DATA INSTEAD OF GUESSING?

DRIVING FORCE ANALYSIS

What is important to build a strong brand and to drive sales?

What do customers say is important (Hygiene factors) vs what does really drive sales (Competetive factors).

Identify associative structures and themes.

POSITIONING ANALYSIS

How strong is the brand and the position in relation to current and potential competitors on sales drivers?

How can the brand and the sales potential be strengthened?

PROFITABLE AND LONG TERM COMPETITIVE ADVANTAGE

How can the brand and the sales potential be strengthened by focusing on sales driving strengths and avoiding sales hampering weaknesses?

THE ATTITUDE BEHAVIOUR GAP

Eg. 2/3 say that sustainability is important, but only 1/10 purchase sustainable products when given  the choice.


THERE IS A MODEL WHERE YOU CAN EASILY AND SYSTEMATICALLY FOLLOW UP AND SEE WHAT DRIVES SALES AND GROWTH.


The model is called Brand Value Analysis and is developed by Professor Johan Anselmsson and                                                 Lund Brand Management Group.

DRIVING FORCE ANALYSIS

What is important to build a strong brand and to drive sales?

What do customers say is important (Hygiene factors) vs what does really drive sales (CompetItive factors).

Identify associative structures and themes.

 POSITIONING ANALYSIS

How strong is the brand and the position in relation to current and potential competitors on sales drivers?

How can the brand and the sales potential be strengthened?

PROFITABLE AND LONG- TERM COMPETITIVE ADVANTAGE

How can the brand and the sales potential be strengthened by focusing on sales driving strengths and avoiding sales hampering weaknesses?

THE BRAND VALUE CHAIN

The working methodology and the unique analysis tools used are based on research as a Professor. Johan Anselmsson together with his colleagues in Lund Brand Management Group have published.

 DETAILED FOURSTEP AND THREE DEPT PROCESS

PRESTUDY AND MAPPING

  1. Review of existing market research and internal documents. Possibly BVA pre-study Between 60-90 attributes

CHOOSE OF ANALYSIS METOOD AND SCOPE 

  1. For example, Driving force and Positioning analysis. How strong is the brand and position in relation to competitors.

OBJECTIVES AND STRATEGY

  1. Recommendations Based on data. With a focus on results and analysis. 

  2. Goals for brand strength (awareness, likeing, preference, NPS etc) and Image (perceived quality, credibility etc).

IMPLEMENTATION AND FOLLOW UP

Implementation and follow-up. Where do we get the greatest effect? Plan activities, support implementation, evaluation and feedback.

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GOALS AND STRATEGY

Many companies struggles to find out relevant and logic business goals. 

We  will help you to find out wich segments has the most profitable growth potential. We define target groups, challenges, relevance and potential for the brand.

Together  we define and develop the most logic sales and growth-driving KPIs.

Area

  • Average competition

  • Relatively specific competitors

  • Leadership

 

Things to consider  

  • Willingness to buy

  • Willingness to pay

  • Sustainability Image

  • Driving force Associations 5-7 pcs.

 

 To keep in mind

  • Maximum cumulative  effect. (Willingness to buy, pay, sustainability image).

  • Consider static significance.

  • Avoid overlap.

  • Relevant in relation to time and money.

  • Work together and match the organization's resources.

WHAT IS REGRESSION ANALYSIS?

The fact that we are becoming more data-driven has hardly escaped anyone, but how do you go from collecting and saving large amounts of data to actually extracting insights and knowledge from it? One important tool is regression analysis.

Regression analysis helps you to see relationships in your data, making it a useful tool for making informed decisions.

You use it when you want to find out which underlying factors control a certain result.

There are several different types of regression analysis, some of the most common are:

Linear Regression: The most basic type of regression model. As the name suggests, it assumes that the relationship between the variables is linear, meaning that a change in one variable is constant based on each change in the other variable.

Multiple Regression: This type of regression model contains more than one independent variable. It is used to predict the value of the dependent variable based on the values ​​of several independent variables.

Logistic regression: This type of regression is used when the dependent variable is binary (ie, it can only take on two values, such as "yes" or "no"). It is used to predict the probability of an event occurring based on the values ​​of the independent variables.

CONTACT

Nearly everyone says that they work is data driven. Very few has the knowledge to link that data into what really drive sales. We are proud to offer a unique scientific model to solve that problem. What are you waiting for give us a call?

magnus@cmkstrategi.se

+46 733 342316

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