At Kanvic our work in marketing helps clients deliver better value through their brands, products, pricing and channels.
We believe that the old approaches to customer segmentation have become redundant as the traditional relationships between standard demographic groups and patterns of consumer behaviour have been disrupted.
In a mobile driven, data rich age, customers expect brands to speak to their unique wants and desires and customise their offer accordingly. Those companies who fail to do so will end up alienating their existing customer base and falling short on new customer conversion.
Today customers are seeking out brands that can help them answer their most pressing questions in business and their daily life. Those companies that provide the most useful and engaging answers will both generate good will and grow their business.
Whether promoting your product, responding to customer queries and complaints, or building a community for collaboration, social media will be central to every firm’s marketing strategy.
The evaluation of marketing effectiveness is leaving the realm of gut feel and guess work and entering the data driven era. Causalities will be more clearly identified enabling companies to pinpoint successful initiatives, while marketing costs will get more easily linked to the revenue gains they deliver.
Gaining practical insight from data
Despite an exponential rise in customer and transaction data, most companies are failing to realise even a fraction of its value. The ability to generate fast and powerful insights about customer preferences and market performance will become a key source of competitive advantage in every industry.
Satisfying empowered customers
Increasing choice and greater access to information is empowering Indian customers across B2C and B2B markets. The ease of sharing and comparing pricing, product and service experience, along with rising price-performance expectations, make it more challenging than ever for brands to convince customers while defending prices.
Managing multichannel distribution
Distribution is undergoing a profound transformation as consumers migrate to online channels and new players place themselves between brands and their customers. Leveraging the most effective channels while giving a consistent customer experience and protecting profitability will remain an ongoing challenge.
Leveraging digital and social media
Digital and social media are fast replacing conventional channels of communication for Indian consumers but companies are still playing catch up. While absence from these channels risks irrelevance for a new generation of consumers, entering without a clear strategy can expose brands to harsh criticism in a digital world where miss-steps can quickly go viral.
Aligning sales and marketing
Aligning sales and marketing organisations to a world of empowered customers, disrupted distribution and digital mediums is a major challenge requiring new skill sets, revised incentives and a changed mindset.
We take a customer centric approach
With the customer journey undergoing radical change and customer behavior becoming ever more fragmented, we help clients choose the right route to market and develop compelling value propositions by placing their customers and their evolving preferences at the centre of our analysis.
We leverage advanced analytics
We turn our clients’ data into a strategic asset by deploying cutting-edge advanced analytics methods to uncover meaningful insights about their customers.
We apply the latest digital tools
We help our clients integrate digital and social channels with traditional mediums and on-ground activation, to engage customers with rich and relevant content at every touch point. We also track customer engagement and sentiment in real-time to monitor the effectiveness of marketing initiatives.
We empower sales and marketing
We believe sales growth is driven by an empowered sales and marketing organisation, who are equipped and incentivised to better inform, educate and serve their customers.
We put technology at the heart of our solutions to free up sales to focus on their customers’ needs, while giving management the necessary channel visibility to maintain alignment with the company’s strategic objectives.
We implement feedback loops
Once a marketing plan is implemented we create continuous feedback loops from the marketplace to the planning room to ensure that strategies deliver tangible results for our clients.