The first question to answer when starting innovation…
“Innovation” is a word marketeers love. It carries with it the joys of creativity, entrepreneurship, the hope that one may revolutionise a market and leave a mark… But before starting an innovation project, what is THE first question to answer? It’s all about SIZE. Imagine you work in a beverage company (wine, spirits, beer…). You’ve […]
The 6 areas to review for a well defined Pricing Project.
In the previous articles we examined the hidden benefits of Pricing and how to boost marketing budgets with Pricing. Now, suppose you want to start a Pricing project, but do not know how to begin… Pricing projects can take the form of Training, Capability Assessment, Analysis, Commercial Road Map Etc… Therefore, clarifying the needs of a Pricing Project helps […]