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What Mungo Dunnett Associates delivered Brand and positioning: evaluation of the brand name and optimal “mission statement” positioning; assessment of market positioning, and recommended choice of alliance partners Sales and Marketing: assessment of recent activities, their cost-effectiveness, and likely future effectiveness in the context of key competitors Customer Understanding: assessment of the company’s existing understanding of the customer base, and of the best means of addressing and approaching potential customers Product Development: assessment of additional revenue streams through complementary or extension products and services, and recommendations for chosen avenues, including: Billing
management Debt
consolidation Debt management insurance Pricing: recommendations for pricing, and the management of fee income Retention: recommendations for extending the average customer life through enhanced and focused communication Acquisition: assessment of lead acquisition and conversion procedures; recommendations for improvement and increased cost-effectiveness of customer acquisition activity Direct Marketing: instigation of robust mechanism for driving direct marketing through database activity Profitability Analysis: Instigation of customer profitability analysis, to identify most profitable customers Segmentation: instigation of segmentation analysis, to identify different customer types Marketing Collateral: recommendations for specific collateral to support both B2B and B2C marketing Planning for Growth: identification of key processes requiring investment if the business is to cope with rapid growth, including: Training IT Internal
procedures Database and campaign management Quick
Wins: summary recommendations for most
cost-effective “quick wins”
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