CASE STUDIES

Aligning Sales and Marketing Strategy to the Expectations of Target Customer Segments for a CPG Company

Sep 25, 2019

Sales and Marketing Strategy for a CPG Company

The increasing demand for consumer packaged goods has generated high demand for CPG companies worldwide. However, the rising adoption of smartphones are necessitating CPG brands to revamp their traditional sales and marketing techniques and increase their spend on digital advertising efforts to stay updated on the ever-changing customer needs and demands. In this context, CPG companies, especially that a new to a market, are finding it vital to invest in devising a sound sales and marketing strategy plan.

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Business Challenge

The client is a CPG company in the United States.

In order to keep up with leading CPG brands, the client wanted to revamp their traditional sales and marketing strategy and increase their spend on digital advertising efforts. Crippled by the lack of expertise and support necessary to build and devise an efficient sales and marketing strategy, the company turned to Infiniti Research for a solution.

By leveraging Infiniti’s sales and marketing strategy engagement, they wanted to:

Increase visibility – The client wanted to identify the platforms that their customer segments were actively using for product purchases. By identifying the right marketing channels, they wanted to focus more on those platforms to reach a large pool of prospective customers.

Reduce marketing spend – Without thorough knowledge about the target market and customers, the client spent a huge budget in advertising on press and media. However, this did not generate a huge sale. In addition, the company encountered a huge loss in their marketing budget. With Infiniti’s sales and marketing strategy, the client wanted to cut down on their marketing spend.

Cater to the customer needs – By leveraging Infiniti’s expertise in offering sales and marketing strategy engagement, the client wanted to understand their customers’ needs and diversify their sales channel to effectively reach them.

Formulate targeted approach – By formulating a targeted sales and marketing strategy, the client wanted to develop a consistent level of brand recognition amongst the target segments.

We can help you to devise strategic sales and marketing strategies to acquire new customer segments and retain profitable ones. Solutions Offered

Our experts conducted a customer intelligence study to help the client improve their customer retention and acquisition strategies by understanding key factors considered by customers in the selection of a brand, primary reasons for switching to a competitive brand, and current satisfaction levels.

By conducting a customer segmentation analysis, the experts helped the client to segment their target customers into various groups by taking into consideration their buying behavior, spending patterns, age, and value for the brand. This stage of the engagement helped the client to devise targeted sales and marketing strategies for different groups and drive maximum sales.

Also, by conducting a market scanning and monitoring analysis, our experts helped the client to understand the right marketing channels to focus on to reach their target customers.

The experts also conducted a customer needs assessment as a part of the sales and marketing strategy engagement, where they analyzed the needs and requirements of their customers. The experts also analyzed the satisfaction level of customers regarding the client’s product and service offerings.

Results Obtained

By leveraging Infiniti’s sales and marketing strategy engagement, the client was able to formulate an efficient marketing and sales strategy to promote their consumer packaged goods. Based on the insights obtained from the sales and marketing strategy engagement, the experts at Infiniti Research recommended the client to focus on developing multi-channel campaigns to reach their customer base. This helped the client to enhance sales and align their sales and marketing strategy to the expectations of their customer segments. In addition, with Infiniti’s sales and marketing strategy engagement, the client was able to curtail the marketing spend and reach a large pool of prospective customers.

In addition, the client was able to enhance their product offerings and customer service by gaining an understanding of their customers’ needs and requirements. They were able to ensure a better satisfaction level and improve sales. Also, our solutions helped them to acquire new customers and enhance customer retention rate by 17%.

RESULTS OBTAINED

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