A common approach for companies to improve margins is to increase prices and slice costs, but when such an approach lacks strategy, controlling mechanisms and organizational capabilities it can at times destroy value. At Solia we believe that the cornerstone of any business must always be to create long-term value – for us four areas are essential in order to turn a business into a profit engine: the right product strategy, and understanding of the most attractive market areas to play, a strategic approach as well as superior capabilities in pricing & margin management, and a strong brand architecture the company is built around.
Create and manage products & portfolios that hit your target customers’ sweet spot
Achieving product excellence is an unrivaled source of growth based on two factors that are interconnected with each other: a structured product creation process embedded in a systematic product management process. Product excellence spans from developing a product-portfolio strategy until commercially launching and technically ramping-up the product.
What we do
We assess our clients’ processes and product strategy, review portfolio complexity, optimize the planning and management process, guide during the product positioning and moderate between all involved parties. Besides, we systematically analyze offerings, spot trends and help clients design compelling and differentiated products by engaging with their customers and sellers to test market assumptions.
- Helped reduce product portfolio complexity at an international premium goods manufacturer
- Steered a product standardization project at an international packaging manufacturer
- Product excellence assessment
- Product-portfolio analysis
Drive profitable expansion
A lot of companies, independent if they are operating in a rather mature environment or high-growth industries, are experiencing extensive and faster growth in micro-markets, niche-categories and subsegments of their portfolio. Often these so-called pockets of profitable growth are unknown to those companies and thus not systematically explored and managed. Having no growth strategy in place that clearly focuses on identifying and nurturing new playing fields (where and how to compete?) is a big threat to any company as portfolio momentum (this is organic revenue growth a company achieves through the market growth of the segments it is represented in) significantly outperforms growth of market share (this is the “owned” proportion of the market segments a company is in). By deriving market-driven strategies on how to identify, tackle and manage opportunities and training employees on how to act upon them, a business can build long-term capabilities for growth.
What we do
We provide tools to collect market information, search for trends and identify potential for growth using data gathering and data analytics tools. We go granular and assess pockets of growth by reviewing overlooked needs and segments. We tailor our clients’ offering for organic growth and train the sales force to execute.
- Ran several growth initiatives and micro-market analysis in the chemicals and packaging industry
- Grow is a tool and an initiative designed to generate granular market knowledge and understanding
Increase and sustain profitability through superior pricing capabilities
Pricing is strategic and thus requires building the right set of capabilities. Optimal pricing is not about charging based on cost but rather based on the willingness of the customer to pay. Perceived value can vastly exceed the cost of production, which is why it is crucial to set a price which captures as much of the difference as possible. By understanding the internal factors which influence price, as well as, the customer’s perception and willingness to pay, companies can set up tools, train employees and derive capabilities to create a pricing culture which systematically maximizes price-driven profits.
What we do
We develop with our clients effective pricing strategies connected to their business goals and help them discover the real value of their products in each specific target segment. We support them in creating a pricing infrastructure – from developing calculation logic, tools and pricing technology until training and coaching of front-line employees – that allows delivering prices to the marketplace and enables uncovering price leakages on transaction level. We aim to deliver the right tools, knowledge and trainings to develop processes and people in such a way that continuously identifying opportunities for margin improvement becomes part of our clients’ culture.
- Ran transactional pricing initiatives at several European packaging manufacturers
- Trained >100 sales executives on how to deliver pricing impact and size opportunities
- Transact is a tool and an initiative designed to deliver 2-7 percent return on sales. It’s based on uncovering actionable insights using data analytics.
- Customized Pricing and Analytics Tools built in MS Excel and
Create a strong, positive perception
Any tangible or intangible, physical or emotional aspect a customer associates with a service, product or activity of a company is understood as branding. Branding is the marketing practice of actively shaping a company’s brand. If marketing is what gets customers to engage with companies for the first time, branding is what continually affects their decision-making process and if managed well keeps them coming back for years to come.
What we do
We help companies design a clear brand strategy which outlines unique brand characteristics, values and attributes and is essential for brand positioning and the brand architecture. We help our clients in designing their distinctive positioning versus their competitors in order to meet their customers’ needs. We analyze and optimize brand portfolios and assess if they deliver the brand promise at each and every customer touchpoint (online and offline).