Strategic marketing covers a wide range of disciplines and services that Kunde & Co offers its customers. Essentially, we divide our services into four main areas: marketing strategy, positioning, analysis and consumer insights, and concept development.

Marketing strategy
Kunde & Co looks at the entire corporate value chain when helping companies to identify the strategic marketing challenges they must overcome to strengthen their market position. We develop marketing strategies and advise our clients on, for example, customer and message segmentation, marketing mix, marketing efficiency and product and portfolio optimisation. When the marketing strategy and position is in place, the creative development begins.

Positioning
Kunde & Co's mission is to strengthen the company's market position. Corporate positioning/repositioning projects are a core competency. We present our clients with new ways of viewing their market and positioning, and challenge them to change or adjust their market position and strengthen their business. Finally, we develop and implement strategic marketing and creative proposals, which enables the company to gain the desired position.

Analysis and consumer insights
Taking its starting point in joint projects aimed at strengthening the company's market position and increasing profitability, we organise and conduct analyses, which offer the company insight into its customers, brand and business. We conduct B2B as well as B2C testing, locally and internationally. We use qualitative test methods and web analysis, and we prepare questionnaire frameworks and test materials. We also buy web panels of independent subcontractors.

Concept development
Kunde & Co ensures coherence between strategy, concept and creative solution. We create a bridge between management reasoning and advertising solutions. We create a concept - the element that ensures a coherent thread from strategy to the creative solution. With Kunde & Co, concept development is much more than communication. We are sparring partners for our clients when developing concepts for new brands, products, services or business ideas, starting from scratch. In these matters, we help to shape the identity, describe the concept, frame the strategy and, of course, to launch the new concept.

Direct marketing
Kunde & Co's dialogue department develops strategies and solutions that effectively attract new customers, grow the potential of existing customers and maintain our customer relationships for longer. Disciplines within the above are manifold, and we cover them all. Our dialogue department is an integral part of the agency, working closely with the rest of Kunde & Co including other specialist departments within online and analysis. What makes Kunde & Co's dialogue department unique is the combination of our holistic marketing knowledge and the core competencies of a specialist agency. This blend has created several strategic and creative solutions that have generated results. Since 2000, Kunde & Co has been awarded the Danish Direct Marketing Prize four times and won a gold medal in the "World Championship in Dialogue" during the same period.

B2B
For many reasons B2B marketing demands special knowledge and experience within strategic marketing as well as creative skills. Often B2B companies are facing many very different target groups, complex marketing systems and decision processes - and are additionally often dealing with an international perspective and differences in the markets.

Kunde & Co is a highly competent partner in these matters. We have extensive experience helping international clients, and our Hurdle Philosophy, which includes the entire value chain that the company's products run through before reaching the end-user, is a very effective method for reaching strategic objectives.

Our departments within online, dialogue marketing and analysis competencies provide specialist knowledge, which complements our deep marketing, strategic and creative understanding of the challenges of B2B businesses.

CSR
Consumers have changed. In the wake of environmental concern, the financial crisis and the burst of the housing bubble, they feel more vulnerable. Illustrated by the hierarchy of needs, consumers have plummeted from the top, where everything is about self-realisation, to the bottom, where the focus is future existence. This change of norms has shifted consumers' perception significantly. They turn to moral values such as responsibility, moderation and reliability.

This has created a new brand agenda, for which consumers demand brands and companies that take sincere responsibility for the world and its resources. They turn away from superficial advertising and the self-realizing use-and-throw-away culture and turn instead to relevant and credible companies and brands. For the company it is therefore more important than ever to get to the core of what it can do for its customers and the world, in order to position the company accordingly. Kunde & Co will show the way.

Healthcare marketing
Within Kunde & Co's health & care department, marketing and branding knowledge is combined with insight into the medical treatment system and the pharmaceutical industry. We solve the many challenges associated with creating effective lifecycle management and ROI - amongst other things - by creating powerful pre-launch and launch campaigns, and by exploiting the synergies between strong corporate brands and product brands. And not least, by improving the sales force's ability to deliver. Our clients range from specialised biotech companies, to manufacturers of advanced medical equipment, prescription drugs, OTC drugs and vitamins and nutritional supplements.

Marketing efficiency
In marketing efficiency projects, we help the company establish the value of its existing sales and marketing elements. The aim is to redistribute and make use of the budget, so efficiency is increased without increasing the budget.