MARKETING & POSITIONING
One of Aboab’s core area’s of strength is developing relevant and long lasting product, service and even organizational positionings. This process commences by first initiating a highly comprehensive and detailed journey of assessing the current situation. Extensive field and desk research is commissioned and analysed to understand the existing playing field and the dynamics and complexities of the space the product currently occupies in the end consumers mind. Once this process is done to satisfaction, the second and more critical process of strategically deriving and individually evaluating the various positionings going forward is undertaken. The positioning exercise then leads itself into various other functions, one of which Marketing is certainly one.
The marketing approach deployed by Aboab follows the best practice approach used by most multi-national organizations in assigning marketing as the lead function in driving forward change and growth initiatives through leading a multi-functional team mandated with delivering on clearly defined / timed objectives. Deep consumer understanding, activity analysis and clear financials and ROI action standards are used to ensure the clients’ marketing strategies are robust and poised to deliver on preset business objectives.