Consumer Value Creation

Using creation of value for consumers as the primary driver for managing the current business and developing new solutions and channels for the future.
 

	Consumer Knowledge Management A basic enabler for creating consumer value is the availability of detailed and reliable consumer data. Multiple data sources need to be integrated in one "Data Warehouse". The data warehouse content is used for strategy development and implementation, day to day decision support, commercial action evaluation and interactive communication with target customers/customer segments.
	Solutions-for-Consumers Increasing competitive pressures and the emerging multi-vidual consumer drive trading partners beyond category and brand management. The challenge is to migrate from: transaction to relationship product to solution Characteristics of solutions-for-consumers are: mix of product and service need for partners to deliver solution
	Channels-to Consumers The key to many consumer solutions is the development of non-traditional sales channels. Critical issues in the development of new channels are: achieving effective and efficient operations in all channels measuring/evaluating channel performance and enhancement migrating from channel management to channel portfolio management optimizing/monitoring complex alliance network