Marketing consulting. Marketing consulting, marketing consulting How to get my marketing consultation

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Investors and developers of suburban housing complexes often complain about the standardized approach of consultants to develop the concept of a future village. One such investor indignantly admitted that he ordered a marketing concept from three different agencies, provided photographs of the sites and paid 50% of the service contract. And from three different performers, he received almost the same - as if copied as a blueprint - concept. None of the consultants even thought to go to the site and inspect the site with their own eyes, which, by the way, is rather big and quite complex in terms of relief.

The TOP-5 reasons that led to the abandonment of further plans for cooperation with external consultants in the field of strategic marketing, according to the results of the study, included, in particular, the following claims:

1. The level of competence of the external marketing consultant, the level of recommendations proposed by him do not meet expectations;

2. Does not know the company from the inside: its problems, the industry in which the company is engaged; uses standard techniques that are not adapted to the characteristics of a particular company; insufficient information about the company;

3. They did not see the understanding of the problems by the consultant after a certain familiarization period, the consultants did not manage to enter into the mainstream of the logic of discussing the problem;

4. The lack of industry specialization in most consulting agencies

5. Non-transparent pricing mechanism. The degree of correspondence between price and quality is very subjective.

According to the results of monitoring of federal and regional media, blogosphere, forums for 2007-2008.

In this situation, the main task facing marketing consulting is to win the trust of medium-sized businesses and convince business leaders of the usefulness of their services. To do this, it is necessary to make serious efforts to increase the level of competence and develop the market for individual products, to overcome the caution of a businessman that prevents him from admitting that his professional experience is not always enough. What can a consultant do to win the attention of a potential client and justify the expectations of an existing client?

Know as much as possible about your client

Marketing consultant blunders are costly to client companies. Even international corporations with vast resources and experience can make serious mistakes. Deciding to make a brand specifically for the Russian market, in 1998 Mars hired McKinsey consultants who recommended that the client master the widest segment of the chocolate market - to produce loose chocolates. According to the PRPG research group, $3 million was spent on Derzhava advertising in two years. However, the project, which involved a team of 86 people, failed for almost anecdotal reasons. Marketers didn't take into account that Mars, following North American consumer protection laws, must release only products in intact packaging - that is, one that cannot be unwrapped without tearing. The usual wrapper for Russian loose sweets does not guarantee the "inviolability" of the contents. While they were looking for a technological solution, Derzhav had to be hurriedly packed into boxes, which almost doubled the price of the product and moved it to another market segment, where it was not planned to perform. The appearance later of the weighted “Derzhava” could no longer save the situation.

For the first "correspondence" acquaintance with a potential client, it is difficult to come up with anything better than the Internet and the media. The Internet has certainly made it easier to find and obtain information. And today, marketers do not need to be taught where to look for information about a client in the public domain - they have at their disposal: company websites, thematic portals, web representations of professional associations and associations, forums and blogs on specialized resources. But there is also a downside - for a simple request to Yandex with the name of the company, the search engine issues hundreds, and sometimes thousands of various, conflicting links from completely unknown sources.

Working with collectors is complicated by the inability to structure information by sources, authors, regions. The date when the information appeared on the resource may not correspond to its actual appearance in the press or on television. The media law applies to the Internet, but it does not work well there. According to Natalia Loseva, Director of Internet Projects of the RIA Novosti Agency, the number of copy-paste sites goes beyond all reasonable limits and, upon the right request, there is a risk of receiving a message repeated many times without specifying the source. What is the value of such information? Can she be trusted? Even if we manage to get past the thorns of broken links and the traps of sites of dubious content, checking advertising slogans on the web resources of the companies themselves and the authenticity of messages in blogs and online communities will require at least additional time.

Unlike Internet resources, serious business and industry publications, keeping an eye on their image, tend to give a fairly balanced analysis of the current situation on the market, citing the opinions of competent experts, interviewing top managers, and analyzing recent statistical data. It is mass media monitoring that makes it possible to draw general conclusions about the company's business, its shareholders and managers, and will provide an opportunity to assess the client's business reputation: social connections, lobbying resources, relations with government and commercial organizations. Experience shows that such information about a potential client is never superfluous at the stage of its "development". Often, consultants can learn about the problems that a potential client has directly from first hand - published interviews with company executives. In this case, a phone call or a letter describing his vision of the problem, as well as presenting his competence in this area will help the consultant initiate the first meeting to discuss in more detail possible cooperation.

Learn important news for the client as early as possible

Equally important is the monitoring of open sources in the process of supporting the activities of an already current client. It is notorious that cases of stuffing negative information about a company through the media, which have already become part of Russian practice, entail a decrease in confidence in it on the part of business partners and consumers of products. Damage to business reputation can significantly change the company's competitive position - reduce the value of assets or "drop" securities quotes of public companies, complicate relations with partners and suppliers, or make it impossible to attract credit resources and investment loans.

In June 2002, one of the central business publications, illustrating the material about the defeat of the center of Moscow by football fans, placed on the front page a photo depicting a bottle of Klinskoye beer. Having “caught” the material in time, marketers and public relations managers quickly developed an anti-crisis plan, which significantly mitigated the negative consequences for the associative range of the product.

For manufacturers of consumer goods, the negative attitude of the media to the activities of the company or distrust of the quality and safety of its products can lead to no less fatal consequences: from reduced demand to a complete “boycott” of the company’s products by end consumers. “He who is forewarned is forearmed” – in order to effectively counter information threats, a consultant must always keep abreast of the “information field” and come to the aid of the client in time.

Know the customer's market as best as possible

Any modern enterprise operates in a rich information environment. This information array is truly huge and, most importantly, dynamic. It is constantly changing and all the turns of the situation in the economy and legislation, the marketing strategies of the main players, their development plans, advertising and marketing initiatives are immediately reflected in business publications, news sites and thematic portals.

Today, statements by domestic and foreign companies about plans for regional expansion have become commonplace. New regions provide access to cheaper resources and a very good opportunity to expand your own business. At the decision-making stage, it is the local media that will make it possible to correctly assess the investment attractiveness of the region - to identify the presence of foreign companies or enterprises from other areas in the region, to learn the history of conflicts between local authorities and business.

So in the late 1990s, the authorities of the city of Voronezh literally drove Philips out of their territory. In the process of modernization of production, the company had a conflict with the authorities of the city, which opposed the reduction of staff. The situation was widely commented on by local officials in the Kommersant newspaper. As a result, the Dutch, having spent $60 million on the modernization of production, sold the plant to the authorities for a symbolic sum of 1 ruble. In January 2005, the Cardill company also abandoned investment plans in Voronezh, which also did not find mutual understanding with the local authorities on the issue of changing the category of land selected for construction. Later, Cardill announced the opening of its plant in the city of Tula. According to experts, the main mistake of foreign investors was the lack of awareness of companies about the regional market, the political climate in the region, the intricacies of interaction between business and government.

seize the initiative

Another of the new (for the Russian market) and interesting areas of application for monitoring open sources is the interception of a marketing initiative. To defend your market share and prevent competitors from expanding, you need to closely monitor their actions and prepare retaliatory or proactive steps. Unfortunately, Russian companies rarely watch each other closely, and such an obvious tactic as interception of the marketing initiative is not yet typical for the market. Therefore, companies do not consider it necessary to limit the dissemination of information about upcoming promotions, regional expansions, planned mergers and restructuring. Many do not hesitate to talk about their plans in the business press. Advertising agencies publish news about new clients and their plans on their websites. In professional Internet communities, experts discuss projects that are in progress; finally, information is often leaked through the press and specialized Internet sites. This happens to both large companies and small ones. As an example, two almost similar cases can be cited: for example, the new logo of a small Moscow bank, which is under development, was posted by the developer company on the Internet for discussion by colleagues a few months before it was planned to start an official bank reorientation campaign, it was also reported that the bank was rebranding and “family banking” will become the main direction (after monitoring the press, we can say that after a very short period of time, the importance of the direction was “realized” by many banks). The second example: more than two weeks before VimpelCom officially announced the new brand concept, the first sketches of Beeline's rebranding appeared on the Internet.

Assess the customer's brand as accurately as possible

An audit of the brand or brand image, including the assessment of stereotypes formed by the media environment that affect its promotion, will be indispensable at the stage of generating proposals for rebranding, evaluation or further development of the brand.

When a consultant makes a decision about the place of the communication component in the general strategic course of promoting goods or services of the client company, along with generally accepted sociological methods, analysis of open sources can also be used. The results of the study will allow us to assess the degree of influence of the media on the formation of public opinion regarding the brand of the client's company.

According to a study in the ranking of leading foreign auto brands in 2005-2006, the Russian media called Mazda the most “reliable” brand, Volvo the most “safe”, and Opel the most “used”. And this is not about the technical or consumer characteristics of the car, but only about the most frequent context for mentioning the brand and its characteristics in the media.

According to the results of the monitoring of the Russian media in 2005-2006.

Have an up-to-date view of the problem and demonstrate an individual approach

The high level of competence of an external marketing consultant lies precisely in not driving the client into the framework of ready-made methods, but in looking for a solution that is relevant at the moment and for this market, which will provide the client with a competitive advantage and allow him to choose his “strategic” course. Without disputing the fact that the best source of professional information is specialized literature: thick books that are sometimes boring due to poor translations, but still important to read. Consulting professionals draw up-to-date information from the same open sources. Regular monitoring in the business and specialized (marketing magazines) press can contain all factors of competition: from the level of service and merchandising finds, advertising and promotions to new technologies and successful management techniques.

	Kommersant
	Vedomosti
	News
	Business Petersburg
	news time
	Business & Financial Markets
	Company
	Company's secret

Yuri Eirikh, director of the consulting center says: “Our consulting center is constantly monitoring the federal and regional media. Bit by bit, a complete picture is collected on the issue of interest: the strengths and weaknesses of trademarks, the contexts of mention, just information “what is what”, opinions, approaches to promotion, etc. That is, to summarize, it is easier to create information useful for work yourself, using information bases and analysis of open sources.

Search and analyze information quickly

In recent years, due to the high rate of changes in the world around us, the amount of information that needs to be collected and analyzed has been rapidly increasing. Periodicals, TV channels, radio stations, news agencies, Internet resources daily report thousands of a wide variety of facts, opinions, assessments and forecasts. Sociologists have calculated that up to 30% of a person’s working time is spent on receiving, organizing and processing information, and in the case of a marketing consultant, this figure may be higher. How to find the most necessary and relevant for the project in the whirlpool of news, facts, events?

With the development of communications, an increase in the number of periodicals, information tracking tools have also changed: the Internet allows access to electronic libraries of both Russian and foreign media. Impersonal solutions, standardized format, lack of perspective vision and individual approach are turning into the main problem on the way of further development of the marketing consulting market today. The main task is to win the trust of the business and improve the professional reputation in the eyes of the business community. In the current situation, media monitoring remains a real tool for effective communication with the customer at the “acquaintance” stage, it will allow the consultant to continuously keep abreast of the “information field” and have an up-to-date view of the Customer’s current problems. To date, desk research and analysis of secondary information are the most accessible, cheap, and often the only possible tools for obtaining marketing information.

Advantages of secondary information:

• low cost in comparison with the collection of primary information;
• the speed of obtaining in comparison with the collection of primary information;
• availability;
• the possibility of using and comparing data from several sources;
• ease of use;
• increases the efficiency of using primary data;

1 The study includes a selection and summary analysis of opinions, representatives of Russian business, about the services of marketing consultants based on the materials of Russian central and regional media for 2007-2008 and forum messages on professional portals (www.cfin.ru, www.forum.aup.ru , www.forum.marketologi.ru,

An indispensable condition for successful business development is a constant analysis of the market situation. This allows not only to quickly respond to changes in external conditions, but also to predict trends in the development of the market situation and the actions of competitors. Such behavior will not only help avoid potential losses, but will also allow you to find new promising niches for existing products and even suggest ideas for creating new ones.

It is these issues that are dealt with by marketing consulting, which is currently one of the most significant components of a successful business building. Combining a number of methods and tools, marketing consulting helps businesses get the most complete picture of the market situation, determine their place in a competitive environment and build a successful business development strategy based on the information received.

To do this, within the framework of marketing consulting, a comprehensive analysis of the business is carried out, competitive advantages and bottlenecks are determined, the marketing goals of the enterprise are developed and the necessary resources are specified.

One of the most important areas of marketing consulting is the development of a competent branding concept, which provides for the creation of a unique image of the company and the products / services produced. This involves both the development of a completely new brand from scratch, and the modification of an existing brand in order to fully attract the target audience.

Directions of marketing consulting

The specialists of the consulting company Swiss Consulting Partners will always help you solve the following tasks in the field of marketing consulting:

Marketing strategy of the enterprise, development of a marketing strategy

Development of an enterprise marketing plan, marketing planning

Marketing policy, development of the marketing policy of the enterprise

Marketing analysis, analysis of marketing activities

Marketing consulting does not have standard solutions and general principles of action. In each specific case, Swiss Consulting Partners specialists develop a unique pattern of behavior in the market. All marketing consulting solutions are the result of a deep audit of the company's marketing policy, taking into account its history, current capabilities and needs.

In a liberal market economy, marketing consulting is of particular importance.

This is an interesting quote.

I repeat to my managers many times: there are not enough brains to do better - copy from the leader! (Igor Yakovlev, founder and main owner of the largest Russian retailer Eldorado).

A marketing consultant solves tasks that relate to the main functional marketing complexes:

• 1. Analytical:
  • - study of the macro environment surrounding the organization (PEST-analysis);
  • - study of consumers (typology of consumers and market segmentation);
  • - study of the competitive structure of the market (segmentation of the market by competitors);
  • - study of goods and commodity structure of the market (segmentation of the market by goods);
  • - search for new markets and target segments;
  • - study of the internal environment of the enterprise;
  • - development of strategic decisions based on data obtained by analyzing the macro environment, market and internal environment (SWOT analysis).
• 2. Innovative:
  • - organization of the development of new products and technologies for their production;
  • - quality management and competitiveness of goods and services.
• 3. Marketing, which is implemented through the concept of 4P marketing:
  • - product (product) - development and implementation of product policy;
  • - place (place) - organization of the distribution system;
  • - promotion (promotion) - organization of a system for generating demand and stimulating sales (fosstis);
  • - price (price) - development and implementation of pricing policy.
• 4. Management of marketing activities:
  • - design and creation of marketing organizational structures;
  • - organization of strategic, tactical and operational planning;
  • - information support of marketing management;
  • - communication function of marketing (organization of a communication system in the organization and with the external environment);
  • - control of marketing activities.

Russian marketing is characterized by the following problems, which are addressed by consulting activities:

• 1. Decrease in the effectiveness of advertising, which is largely due to an increase in its volume, excessive importunity, and an increase in price.
• 2. Insufficient level of qualification of marketing specialists, despite the fact that they are currently being trained in sufficient numbers. This is largely due to the fact that marketing has not yet found sufficient development at Russian enterprises. There is a weak connection between theory and practice in the education system.
• 3. Weak efficiency of online sales. According to the statistics of the TOP 10 best-selling products on the Internet: mobile phones - 22%, laptops - 6%, cameras - 6%, TVs - 3%, tires - 2%, MP3 players - 1.6%, refrigerators - 1, 5%, navigators - 1.3%, video cameras - 1.2%, air conditioners - 1%A Although there is a positive trend

sales, however, in comparison with foreign sales volume is clearly insufficient (Figure 12).

Figure 12 -

At the same time, it is noted that online sales have a number of disadvantages (Figure 13). The biggest problems are related to the intangibility of online purchases.

• 4. The inability of managers to design the optimal organizational structure of marketing, apply such marketing functions as strategic planning, budgeting, control, makes it difficult to properly distribute the powers of marketing specialists, their specialization.
• 5. Inability to conduct marketing research, process and analyze the information received in accordance with the information needs of managers and specialists of the enterprise, and make presentations.

Based on these problems, marketing consultants should determine the priority areas of their activities.

Figure 13 -

• 1. In order to increase the effectiveness of advertising, it is advisable to organize an experiment, for which purpose it is necessary to single out the system components of advertising activity - the type and content of advertising, the advertising medium, its temporal characteristics, the advertiser - and to change them with subsequent evaluation of the result. To conduct the experiment, you can organize a group of experts, which may include consumers, university students, marketing specialists, partners, and so on. In this case, you can use brainstorming, the Delphi method, the methods of eidetics, synectics, the theory of inventive problem solving.
• 2. Educational consulting should be carried out not only for marketers of the customer organization, but for its managers and specialists from other departments that are functionally related to marketing. This will ensure better interaction, more effective communications in solving marketing issues both vertically and horizontally.
• 3. With regard to Internet sales, it is advisable to use the sales promotion system to a greater extent in various ways - bonuses, contests, gifts, participation in club events, etc. In addition, it is important to organize educational consulting for Internet consumers of the client organization through its website. Here it is possible to create feedback, forums, as well as use the crowdsourcing method.
• 4. A useful and fairly extensive source of information for a marketing consultant are various Internet sites, mailing lists, where consumers exchange positive and negative reviews about products, recommendations for their use, mutual consultations. For example, this is "Yandex market" - a service for comparing the characteristics of goods and their prices.
• 5. The marketing consultant should make maximum use of modern:
  • - marketing technologies, for example, based on the concept of CRM (Customer Relationship Management), which represents internal standards and business processes for customer service, built on the basis of a customer-oriented approach;
  • - tools for data analysis and processing, for example, ABC analysis as a grouping of objects according to the degree of influence on the overall result - 80:15:5;
  • - information technologies, in particular technologies built on the concept of CRM, automating ABC analysis, as well as technologies for online market research, search engine optimization, telecommunications, interactive interaction with customers, etc.
• 6. A company that has adopted strategies for development, dynamic growth, entering new markets, including international ones, or is a public company placing its shares on the stock market, should pay attention to the formation of its image, the creation of a brand, in order to increase its recognition, market value, investment attractiveness. For such firms, it is necessary to apply image consulting and brand consulting. In the Russian market of consulting services, the demand for these types of consulting is constantly growing. At the same time, the consultant, in addition to the program of branding activities, creates a brand-book - a detailed instruction that spells out all the rules for the effective use of brand elements, taking into account the specifics of the company's activities in various situations.

“It is natural for every person to err, but only a fool will persevere in error.”

What is it, how does it happen, the most common misconceptions, how much does it cost, what is the value, what is the output?

For the majority of Russian business entrepreneurs, marketing consulting is associated with something expensive, incomprehensible and not responsible for the final result. Let's look into these issues. Marketing consulting is a fairly broad concept, that is, it can mean a very wide range of work. Difficulties, as a rule, arise when answering the direct question “How much does marketing consulting cost?”.

This happens because the list of works has not been defined, the situation has not been analyzed and the tools have not been selected. Even the simplest marketing audit of a company includes a large analytical block: analysis of documents, analysis of reports by region, by product, search for data on market capacity, shares of major players, interviews with key employees. Some companies behave incorrectly: they give an underestimated figure, hoping to increase the cost of work in the future.

Cost of work. The firm belief that marketing consulting costs a lot of money is mainly based on the pricing system of well-known but difficult-to-pronounce companies such as PricewaterhouseCoopers, Deloitte & Touche, KPMG, Ernst & Young, etc. However, despite the size, the "four" there are serious problems with justice. There are many lawsuits against them: Andersen's fine, Enron's bankruptcy, and much more. An hour of work of a partner of such companies costs from $ 500. When choosing a consulting company, I would recommend that you use the principle: large - for large, medium - for medium. Well, for the little ones - we don’t have that much money, so we have to think!

One day I was surprised to find that regional companies would rather act at random, without a plan, but on their own, than pay someone to help them. I came across a similar case when an agro-industrial holding tried to bring its regional (non-adapted) trademarks to the Moscow market for about two years before deciding to invite me. At the same time, the company spent funds on regional offices, "input" networks, bonuses for distributors, etc. Even a superficial analysis of their trademarks showed that the product does not meet Moscow requirements, neither in design nor in organoleptic indicators. Thus, a lot of money was wasted. I was able to quickly come up with a list of recommended fixes. They spent much less money on paying for my services than when they tried to bring trademarks on their own, just throwing money away.

It is customary in the world to start an unfamiliar topic from an analysis of what world experience has gained on this issue. But this useful principle is almost never used in our companies. Whatever we do, we immediately rush into the pool, not wasting time on thoughtful comprehension of what others have gained. By tradition, we simply have to step on all the rakes several times.

There is an erroneous opinion that the value of a consultant is in his education, the fame of the company where he works, and the ability to speak beautifully. Strongly disagree. I believe that the value of a consultant is not that he has a high level of IQ, but how he can adapt the existing knowledge and implement it, that is, apply it to a particular company.

I worked for ten years as a marketing director and saw how brilliant strategic plans could not be implemented even by 1%, since the consultants did not conduct an audit, but brought ready-made solutions taken either from literature or from the experience of Western companies. The main value of a consultant is in the knowledge of the mechanism of resistance to innovation, in the ability to competently and painlessly implement innovations and changes in a particular company.

All consulting projects that I met in my experience as a marketing director ended up on the shelf, despite their cost and significance.

Responsibility for the result. It is very easy to come up with a hundred ways to make a million, but very few people have managed to realize these bright dreams. Many leaders know that saying a smart idea is one thing, but rolling up your sleeves and doing it is another. However, as an expert, I have to draw your attention to the other side. To implement a marketing plan, you will need to give some of the authority to make tactical decisions. Are you ready for this?

The new manager will inevitably bring his people into the team. Suppose he made changes. It's good if the new director fits into the team, but if not? Suppose everything went well, the project is completed, but a major specialist should receive a competitive salary. Are you ready for additional fixed costs? Therefore, it is up to you to decide which way of implementing marketing solutions is more profitable for you.

Let's make a brief forecast of the costs of attracting a marketing director. In the most expensive case, let's assume that the enterprise is located on the territory of Moscow or Moscow Region. Then the annual payroll will be about a million rubles. Including all taxes, it will increase by 70%. If we search through an agency, then we will add another 10-30%. Plus, for sure, you will also need a designer and an analyst. Even if we do not take into account the office and consumables, the amount will be about 2-3 million rubles a year. Well, if the turnover of your company is more than a billion rubles. But what about firms whose required amount is the entire profit according to the results of the year? How to be private entrepreneurs and small companies? Engaging a marketing consultant may be a smart decision. Or attracting a highly qualified specialist for a short time, for example, to create a new brand.

What is the value of consulting? Any hired employee of the company, from the general director to the loader, has an economic interest in the existence of the company's business in an unchanged, most secure form. He perceives any changes and innovations at an unconscious level as his own threat and will resist them to the last. The consultant does not have such dependence. None of us has a monopoly on the truth! If you are the sole head of the company, then this can be a real breath of fresh air for you. Often something inexplicable happens between two people: an idea is born that could not have occurred to one of them. I believe that speaking without fear and writing fearlessly (in the right situation) is the essence of the counseling profession!

One of the undoubted advantages of working with a marketing consultant is the ability to conduct a quick examination in the face of limited time and budget. Unfortunately, in Russian companies, turning to a more experienced specialist is seen as a sign of weakness in management. Although in fact, the collection of unique successful practical experience in any activity is the best way to achieve the goal. Let me tell you a secret: Texas Instruments has a "Not Invented Here, But I Made It Anyway" award for borrowing experience from inside and outside the company.

Let's look at middle management resistance in more detail. The owner of the enterprise sees problems that need to be solved as soon as possible. He worries that his middle managers are unable to solve them. And then a consultant from the outside appears, invited for a tidy sum, and reveals those problems that are already well known to the company's management. He offers programs very similar to those proposed and discussed by the managers themselves. Unfortunately, the middle management failed to implement and complete these activities. And all because they do not have the appropriate training, resources and authority. When I appear - an expert, I am perceived as a real threat to their authority and authority (often justified). This seriously affects the efficiency of all joint work. In order to reduce the resistance of middle management, I use numerous techniques. One of them is to try to ensure that middle managers get all the laurels for their successes. Ideally, if the leader wants to organize forces that will balance the opposition.

Most managers do not turn to consultants, as they rightly fear not getting the desired result for the money paid. I believe that the parties should have the right to break off relations as soon as they cease to benefit the customer. This mutual freedom to terminate the relationship is extremely important, as it ensures that the basis of the relationship will be the receipt of real assistance, and not the formal fulfillment of obligations under the contract. A productive consulting relationship ends where addiction begins, and giving advice ends where flattery begins.

Remember what you associate consulting with? Right! The top management team (and only them) is sent to the Seychelles or Bali, the question of getting value from consulting is limited to the response of the top managers involved. Did you like the program? Four sunny days in the Seychelles - what's not to like? Whether there were any changes at the enterprise after such consulting - the answer is obvious. Look at the prepared reports, well, if, of course, you have the strength to read the report on 968 pages. To make the strategy believable, consultants make small changes. No matter how prepared by order of a particular company it may be, it differs only slightly from the previous one. The level of trust in consultants is extremely low. The fact is that many large consulting companies measure the effectiveness of their work by annual growth, profit, revenue and other indicators of income generation. Of course, they are not at all worried about whether clients were able to implement their recommendations or not.

When the thirst for profit prevails over care and help, rejection is born.

They try to accustom us to the fact that the measure of justice is economic success. I believe it is not!

Large consulting companies sell the services of experts. Consulting firms sell information, presentations, reports, and recommendations. But do they offer help?!

More detailed articles on www.trefilov-brand.ru

Marketing consulting is a consulting process aimed at solving marketing problems facing a developing company. Development of a marketing strategy, marketing planning, a plan to bring a new product or service to the market - this is not a complete list of those issues that can be solved with the help of a marketing consultant.

Any company sooner or later raises the question of what is the effectiveness of its activities in the market compared to competitors, where and how should it develop further, what products or services should be emphasized? Marketing research will help you clearly answer these and similar questions, research the market, analyze the activities of competitors, identify your own strengths and weaknesses, identify or create competitive advantages.

Moreover, the market is moving towards a marketing-oriented business principle, and the reorientation of the company's management structure towards marketing also requires, as a rule, consulting support.

We offer the following consulting services in the field of marketing consulting:

• Setting up a marketing and sales management system
• Marketing planning
• Carrying out marketing research
• Carrying out marketing activities
• Setting up and optimizing the distribution channel management system
• Implementation of effective pricing systems
• Performance of pre-sale functions in engineering, innovation and investment projects

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Management consulting is a process of consulting, usually aimed at solving management problems in an organization. Today in Russia there are a large number of both consulting companies and independent consultants providing similar services. Nevertheless, consulting services in the field of management of complex organizational structures, their development, as well as in the field of making complex managerial decisions, remain in demand.

One of the fundamental systems of any modern organization is the human resource or personnel management system. The use of personnel consulting will help to identify existing problems in the organization in the field of personnel management, which are often not visible to the managers themselves.

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