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?

Who benefits?

  • Those responsible for planning and communicating the launch of a new product or service.
  • Sales and marketing staff on the corporate, centralized level can become more aware of the challenges on the localized level (and vice versa).
  • Companies facing a merger or acquisition, where there is a need to fuse together differing brands and build a shared understanding of the new profile among key employees.
  • Managers of franchise businesses who want to ensure consistent profiling in all locations.
  • Marketing professionals who need to communicate the results of market research and its implications for the future.
  • Sales people become better attuned to customer targeting, customer behavior and getting their priorities right.
  • Marketing consultancies who offer the seminar as an added educational benefit to their own clients.

Key results

  • Alignment around the “big picture” and a deeper understanding of marketing strategy and tactical initiatives.
  • Better decisions for optimal allocation of limited marketing resources.
  • Increased responsiveness to customer needs and preferences.
  • Deep understanding of the overall business impact of their decisions.
  • Inspiring glocal (local within global) performance

Key concepts

  • Market positioning
  • Customer segmentation
  • Brand mapping
  • Pricing strategy
  • Image tracking
  • Budgeting

What clients say

“Very fast and exciting way to learn about our marketing strategy. To compete with your colleagues forces you to do your best. Thank you!”
– Sales Manager, Multinational industrial company, Russia
“Good for large audiences to understand marketing fundamentals. A couple of well spent hours!”
– Training and Development Director, Insurance group, Middle East
“Fun and informative at the same time!”
– Management Consultant, Sweden

Quickfacts for Celemi Livon Lite™

Material
Board-based business simulation.
Participants
From four to several thousand participants at any one time, or at simultaneous seminars. Participants are grouped in teams of 3-4. One facilitator for every 25-30 people.
Participants
Sales and marketing staff.
Time required
4-6 hours.
Facilitator
Facilitators certified by Celemi.
Languages
This business simulation is available in English, Swedish and Russian.