Kanvic works with clients to deliver better value through brands, products, pricing and channels based on unique customer insights and proprietary tools.
We help our clients build and implement winning marketing strategies that run across the organisation from research and development to after-sales service.
Reframing market boundaries
In a context of shifting market boundaries and rapidly changing customer behaviour, we help companies take a fresh look at their customers and segment their market beyond the obvious criteria.
Responding to the choice explosion
The explosion in consumer choice in India has put pressure on businesses, we help clients better understand customer needs and design offerings which both appeal to their target customers and create value for the company.
Based on critical analysis of current and emerging customer needs, we identify the target segments where our clients can best leverage their strengths and help them develop distinctive value propositions.
Building the marketing organisation
When it comes to implementation, we work alongside our clients to build a marketing team with the right skill sets and processes to successfully execute effective marketing programmes in a fast-moving and multi-channel world.
We believe branding is about making promises to your customers and delivering on them. We work with clients to develop strategies that can translate these promises into the right brand experiences at every customer touch point.
As part of branding Kanvic advises businesses on establishing their brands’ positioning and personality, creating the right brand architecture, and successfully managing their brand portfolio.
Defining the brand positioning
Key to defining the brand promise is to discover the right positioning and personality for the brand. Kanvic does this by gaining a deep understanding of the values of the client organisation, the benefits of their product or service, and the functional and emotional needs of their customers.
We also take account of the positioning of relevant competing brands, to establish a highly differentiated market position that is supported by an appealing and authentic brand personality.
Creating the brand architecture
In many cases businesses own multiple brands and develop or acquire more to serve new customer segments. This can result in overlap, complexity and confusion for both brand managers and customers. The consequence is increased cost and under-utilised brand assets.
In these scenarios Kanvic helps clients clearly define the roles of each brand, their relationship with each other and with the overarching ‘parent’ brand. We then work with our clients to create a simple and coherent architecture that allows every brand to flourish.
Managing brand portfolio
When the roles of different brands have been clearly defined, the focus switches to managing the portfolio. Kanvic supports clients in effectively allocating resources to different brands to ensure the company derives the optimal benefit from these assets.
Where we see redundancy or overlap we recommend consolidation or disposal, and if we identify gaps, we advise our clients on creating new brands to serve untapped customer segments.
We generate unique customer insights for our clients so they can design better products and services, develop more effective communications, and choose the right distribution channels in an increasingly crowded and complex marketplace.
Getting into the customer's mind
We believe conventional market research is no longer effective. We help companies get into the minds of their customers to understand their thinking and behaviour. Our customer insights help a company align its offering with the real market needs and revitalise their marketing effectiveness.
Gaining insight from analytics
At Kanvic we combine cutting edge data-driven tools with finely honed observational techniques to uncover customers’ preferences and decision making processes.
Our advanced analytics expertise allows us to reveal patterns of behaviour from vast troves of unstructured customer and transaction data. Meanwhile our digital and social tools enable us to “listen in” to customer conversations and textual analytics allows us to gauge sentiment towards a brand or product.
Drawing on the power of observation
At the same time qualitative tools such as customer shadowing, focus groups, and a-day-in-a-life remain an important complement to quantitative methods, bringing an experiential and creative dimension that can reveal unarticulated needs and challenges.
We guide our clients on how to reach their customers through the right channels and create a superior experience throughout the purchasing journey.
Identifying new channels
We believe that the proliferation of channels and the migration to new channels are two transformational phenomena with profound implications for how companies do business. We help clients identify channels that can access new markets and customers, at the same time as reduce their costs of distribution.
Charting changing customer journey
Indian customers now use multiple channels during the purchase cycle. They may use the internet as a source to find information and access user reviews, visit the store for product demonstration, seek advice from their peers and finally place an order over the phone. We guide companies to success by providing them with a clear understanding of “customer journey” and helping them identify and operate in the most effective channels.
Being available and consistent
We believe the key to effective channel management lies in understanding what customers value and guiding them to the right channel, all the while maintaining consistent availability and excellent experience across every touch point.