Before plunging into the new market or penetrating the existing market with existing/ new products just

on the
assumptions, it is inevitable to identify what opportunities are available in the market that can be seized to achieve
growth objective. The market opportunity assessment studies identify and quantify latent, existing and emerging
growth opportunities in market that help marketers in allocating resources in right direction and devising sound
marketing strategies.
We help clients identify market opportunities available in targeted geographies by assessing market to derive
following reliable and comprehensive market information that client can use to take strategic decision related to
market entry, product development, resource planning, pricing, supply chain, sales target, competitive strategy and
other marketing issues.

Market Size and Growth what is the current market demand and at what rate it is growing?
Future Outlook what will be the market in future?
Market Growth Drivers & Challenges what factors are driving the market growth and what challenges to
be faced on the way?
Market Trends - what are the current and emerging market trends viz. product trends, pricing trends,
promotion trends, distribution trends etc.
Customer Analysis - who are your customers, what are their needs and wants, what are their attitude and
preferences, how much and from where they are buying, what value them?
Competitor Analysis who are your competitors with whom you have to fight in the market to retain your
market share, their offerings, pricing, promotion and expansion plans
Regulatory Environment what are the government rules and regulations and legal environment that you
have to follow

We follow comprehensive techniques of market research to conduct the Market Opportunity Assessment Studies.
The study start with desk research for quick scanning the market followed by gathering quantitative and qualitative
data through first hand research techniques including focus groups, in-depth interviews and surveys. Further data
checked for quality and analyzed using various analytical techniques to come up with market opportunity
assessment.
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Customers always remain in centre of all marketing activities and hence it is inevitable to know and understand
customers before developing/modifying product and its marketing strategies. The better understanding of consumers
needs and buying behavior can create competitive advantage and increase loyal and profitable customers.
We help clients understand their existing and prospective customers better than competitors by gaining insight on
who and where are they, what and why they are buying, from where, when and how much they are buying and what
are their beliefs, attitudes and motivation driving buying decision.
Through our consumer & shopper insights, client can more precisely choose their most profitable consumer
segments and decide how they can be served better than competitors to enhance profitability by optimizing marketing
mix and allocating resources to product development, customer services and value delivery.
We adopt strategic approach while generating consumer & shopper insights. We use both quantitative and qualitative
technique to collect data/information through surveys, focus group, ethnography and shop-along followed by data
analysis using advanced analytical tools- cluster analysis, factor analysis, conjoint analysis. .
In complex business environment, sustainable growth remains the key challenge for every business entity. To combat
this challenge, it is inevitable for marketers to seek after the growth opportunities within and outside environment.
Also at different stages of business and market life cycle, the business dynamics poses different challenges and
opportunities, which can leveraged with the existing/new product or existing/new market.
We help clients with identifying, assessing and prioritizing sustainable growth opportunities to increase overall
profitability and stakeholder values by recommending most feasible and profitable way of growth such as,

Developing new product within category

Expanding into new geographic markets

Increase market share in existing markets
Adding new product outside category

Not only we recommend the best way to grow but also help client in walking through by identifying and
recommending new product within or outside category, new geographies to enter and developing marketing
strategies for same. Also we recommend client the capabilities they should build, resources they should manage and
further action plan.
While developing growth strategy we mainly focus on both clients capabilities and opportunities available in market.
Using our capabilities in market opportunity assessment within domestic and global markets, clients situation
analysis and strategic marketing, we recommend client with most feasible and profitable growth strategies to increase
overall revenue and profitability.
---------------------------------------------------------------------------------------------------------------------------------------------------------Marketing strategy is a heart of business strategy and plays a crucial role in growth of any company. Marketing
strategy determines what should be offered to whom, how to present them, at what price and how to reach and
attract them more effectively to achieve overall marketing goals.
Deciding such go-to-market strategies that fits best with overall business strategy always remain a challenge for
marketers. IKON help those marketers by evaluating, fine-tuning and developing result oriented marketing strategies
that meet customer needs better than competitors and develop long-term profitable relationships with those
customers.
We develop 360 Marketing Strategy for our clients which includes,

Segmentation Strategy Identify your potential customers

Market Targeting Strategy - Choose most profitable customers to target
Positioning Strategy - Build unique image in the mind of customers
Product Strategy - Create value to satisfy needs of customers
Pricing Strategy - Set a profitable price that customers can afford
Integrated Marketing Communication StrategyCommunicate Customer Value and create brand equity
Distribution Strategy - Reach customers effectively to deliver value
Branding Strategy - Build a strong Brand
Sales Strategy - Convert prospects into profitable customers
Digital Marketing Strategy - Attract and win online customers
Customer Service Strategy Serve your customers better
Product Launch Strategy - Get introduced the way it creates buzz in market
Marketing Organization - Select right people for right tasks
Financial Plan - Set revenue goals and ensure profitability
Implementation Schedule - What activities to be done by whom and when

While developing marketing strategies we mainly focus on customers current and emerging needs and clients
capabilities to satisfy those needs. Analyzing client's current situation both in internal & external environment to
understand clients current capabilities, readiness to build required capabilities and identify opportunities available in
market, IKONs marketing strategy consultant build innovative and result oriented go-to-market strategies.
Implementation Support
We do not keep our clients in middle of the way but also help them to reach at the destination by providing strategy
implementation support. Our experts work with client at each stage of strategy implementation to produce expected
results and achieve growth objectives.
Our Implementation support services includes,

Supervising and monitoring implementation process

Advising Marketing Director/Head for implementing marketing strategy in effective way
Solving the problems arises during each stage of marketing strategy implementation process
Briefing creative strategy to advertising agencies
Decision support in selecting concepts and designs of promotional and marketing collaterals
Analyzing sales and implementation process periodically
Midterm review of recommended marketing strategy
Participating in selection of key sales and marketing executives
Identify need of training program for senior and junior level sales and marketing executives
Thought leadership to key decision makers

Over the past 10 years, We have been involved in numerous marketing strategy engagements across wide variety of
industries and geographies. This involvement has provided us with unique insights into markets current and
emerging needs and how it can be satisfied better than competitors by creating, communicating and delivering value.