Vortrag Prof. Elste
Vertrieb und Marketing
Pricing is an art in itself. For example, companies still set their prices purely on the basis of costs or neglect price enforcement by sales.
We show you how it can be done, analytically and goal-oriented. Prof. Elste has many years of experience as a director at Simon-Kucher & Partners.
B2B marketing is a special challenge in marketing, since the usual push and pull incentives of the consumer goods industry are not effective in this way. We have the experience from various projects in the development and implementation of effective instruments.
Example of brand management: To safeguard premium brands, it can make sense to establish so-called Less Expensive Alternatives (LEA).
However, caution is required here so as not to jeopardize the existing positioning.
Market research is more than interviews and online surveys. In-depth customer knowledge and opinions are in demand. We have the tools to systematically analyze the market, especially for medium-sized companies.
Using focus groups and qualitative interviews, among other things, we combine know-how from applied research with years of our own experience.