Celemi Livon Lite
The power of the customer
"Inspire people and help them realize your company’s marketing strategy."
Celemi Livon Lite™ is the fast track to a basic understanding of the principles of marketing and branding. At the starting point, four companies are fiercely competing in a narrow segment of the marketplace. There is little differentiation, causing a restless customer base with little loyalty to their respective companies.
Teams need to decide on how to best use their limited resources on attracting a selection of customers.
There are some big issues to discuss:
- How will we attract and retain a steady customer base?
- What are our strengths – and how can we leverage them?
- What type of market profile do we want – and how will we communicate it?
Customers’ perceptions and preferences change as an effect of how they are treated over time. As a consequence, more or less of the potential market share is captured.
Teams assess their performance:
- Were they able to select a position in the marketplace and hold onto it?
- Were they able to attract their customers of choice?
- Were they able to maintain the price level they wanted?
- Did they spend more money than necessary to maintain the operation?
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