Konsulttiyhtymä AIKA is able to offer professional help for strengthening a company’s competitiveness. When a company’s business idea is strong, its strategy clear and its products have a well-crystallized competitive advantage, the company has a good chance to succeed.
Simply put, the brand is a consumer’s image of the product or service. This image is built on user experiences, advertising, hearsay or the stories of friends. A brand can be timeless, even if the product has changed along the way. A brand promise is shared by the entire company.
Marketing does not merely mean advertising a product. The marketing function in a company will find out the needs of the consumer/customer, define the potential market, segment the target group, survey the competitive environment and crystallize the offer:
What is the product’s competitive advantage? What is our brand promise? How does our product stand out from the competition? How can we modify our product to better meet the consumer’s needs?
What is a suitable price for the product?
What products fit under the brand? Do all products have enough vitality? How many products should we keep alive?
In what places must our brand be exposed to consumers?
Will the consumer find our product easily? Are our communication and marketing working? Do we listen to the consumer with a sensitive ear?
Poor sales is often a signal that one of these areas is not working properly.
Johanna Siltala has more than 20 years of experience in the consumer marketing of well-known brands, successful product launches, profitable management of product portfolios and campaigns that increased sales.