Marketing Projects

Value proposition design

French train manufacturer - Global

french train tgv

QUESTION

  • A transportation manufacturer aimed to redesign their offer and revenue model to address the challenges of long sales cycles, significant upfront investment, and one-off sales of high-value products with long-term returns

RESULT

  • A new revenue model was developed, transitioning from products sales to service offerings based on the availability rate of the vehicles. This transformation ensured a consistent annual revenue stream

APPROACH

  • Review and description of current sales cycles, revenue models, investments, and financials
  • Development of a new offer and revenue model
  • Assessment of clients’ interest and willingness to adopt the new offer
  • Design and calculation of pricing
  • Identification of capabilities requires for implementing the new offer
  • Analyses of the financial impacts and risk
  • Development of the detailed features of the service offer
  • Development of the commercial approach for existing and new clients

New offer design

French railway operator - France

man in suit working on laptop in train

QUESTION

  • The French railway operator asked us to help them develop a differentiated offer for business traveller on the French high-speed trains (TGV)

RESULT

  • New offer for business travellers launched
  • +22% revenue

APPROACH

  • Analysis of current business traffic (destinations, volumes, trips per person, price) and revenue
  • Segmentation of business travellers
  • Identification of business client’s needs
  • Brainstorming sessions to explore new service offerings while considering train practical constraints
  • Development of a revenue model for each set of offerings
  • Assessment of feasibility of each identified valuable offer
  • Development of segmented offers, pricing, and financials projections including investments and ROI
  • Development of an implementation road map

Offer pricing

French consumer credit company - France

payment card

QUESTION

  • A French consumer credit company aimed to boost their revenue and profitability by redesigning their offer, focusing on pricing, loan duration, interest rates, discounts, and associated risks

RESULT

  • +13% revenue increase while maintaining the same level of measured credit risk

APPROACH

  • Identification and description of client segments, including their financial profiles, product preferences, behaviour, and purchasing volume
  • Calculation of the share of wallet for each segment across all products
  • Definition of new pricing and promotions, including loan rates over time, level of discounts and durations, and target clients
  • Modelling of price elasticity, revenue uplift, and associated risks (e.g., expected default clients)
  • Testing of the offer, analysis of results, and adjustment of pricing and discount campaigns
  • Adjustment of processes and IT systems
  • Implementation roadmap development and initiation of execution with the client's team