5Cs of Driving Market Share ProgramBy
Organizations need to change from a customer satisfaction focus to a customer value focus. The Five C’s of Driving Market Share serves as the template for this transaction. Turning the power of Six Sigma outward and focusing on growing market share will provide infinite number of value laden projects for the Six Sigma Black belts and it will help Chief Marketing Officers reject agenda-based programs that have no accountability and instead allow them to adopt a systematic disciplined approach to growing market share based on the voice of the market.
5 Cs of Driving Market Share is a response to this ineffectiveness and inefficiencies of current marketing practices. It has been deployed in a number of Fortune 100 and Fortune 500 companies and has produced positive market share growth. Six Sigma Marketing has its genesis from a question I had with a MBB in Australia who asked “How can we incorporate your value tools into the SS toolbox to grow market share? For both CMOs and BBs: SSM use of a modified DMAIC approach will deliver superior value and value is the best leading indicator of market share
5 Cs of Driving Market Share is a comprehensive program. It is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency. For organizations that have deployed Six Sigma or other quality initiatives, the 5 Cs approach provides a user friendly bridge for moving the quality focus from the manufacturing floor to the marketplace. Those seeking to become best in market must shift their focus from a product orientation to a market orientation, from an internal efficiency focus to an external focus. Best in market companies will be those that can make this transformation and make it soon.
- Monday: Customer Identification
- Tuesday: Customer Value
- Wednesday: Customer Acquisition
- Thursday: Customer Retention
- Friday: Customer Monitoring
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