Anderson Baillie Business Growth | Product & Services | Bundling Strategy

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Below are just some of the comments when we have asked what a customer product and service bundling strategy is

"why bother with bundling?"
"what is the purpose?"
"when do you need to think product or service bundling?"
"why not just cut the price - after all its price which changes the mind of the customer!"

Differentiation in a saturated market

Bundling is probably one of the most important weapons that a marketer has to hand. You can disguise product pricing approaches, add value to off- set price arguments as well as differentiate in a saturated market.

The problem is most companies only consider bundling as a tactic rather than a strategy. This is wrong, companies need a bundling strategy that delivers short term results and a long-term framework that they can work within.

Creating a revenue stream by up-sell and cross-sell bundling

At Anderson Bailie, we think of bundling as a strategic tool as well as a tactical route and have created an approach which looks at the long-term affects as well as quick wins, meaning you can creating a bundling strategy which allows you browse your entire service portfolio with focus and priority.

Develop 'bundling' advantage

We then help you marry this against competitive action as well as your market place and gap analysis. The result? Strategic bundling and product extension - you have the start of a framework on which to develop 'bundling' advantage.

With more and more competition arguing with price and delivery availability or throwing in additional services, can you afford not to plan your bundling approach?

Do you relate to any of these business issues?

	Not sure when to add value through bundling
	Concerned that bundling detracts from the value of your product or service
	You have sales teams creating their own value add bundles outside the business framework
	You need to bundle using third parties he value of your product or
	When do you introduce a bundle parties he value of your product o

The Anderson Baillie Business Growth - Bundling Strategy Programme explores your business issues through accurately focused consultancy packages based on your actual business requirements.

Target Investment levels Target market gap analysis Focus group targeting and profiling Competition aggression and penetration Market Diversity & Overlap Gap analysis Legalities Bundling price mechanisms and launch programmes		Cross sell and up-sell potential Promotion and brand management Development of the Product Transition Framework Development of Issues & Pains Matrix Proposition education Partner plan and channel use



Target Investment levels A finite review of market revenue potential for initial fiscal year and then there on for a specified period of long-term development. This is then related to bundling stratey which determines business requirements to achieve target investment and revenue levels. Target market gap analysis A comprehensive review of new target market dynamics, correlation to existing marketing accessibility, product and service saturation, level of audience understanding and motivation. Focus group targeting and profiling Refined evaluation of the motives behind customer purchases, why they deemed the company important and discarded alternative offerings. This will add to the bundling frameworks so not as to deteroate branding standards. Competition aggression and penetration Assessment of competition intensity, messages and brand collateral, which may form a barrier to entry. Market Diversity & Overlap Assessment of the markets, penetration effectiveness, channel and direct sales engagement strategies to determine business overlap and value add potential. Gap analysis A comprehensive review of each of the markets inline with the promotional bundles and an external assessment inline with their competition. Legalities A full audit of legislative requirements and restrictions which are applicable to the bundling promotion as well as the issues of barrier to entry and conformity to regulation through the DTI or European Community. Bundling price mechanisms and launch programmes Cross sell and up-sell potential A complete review of the product stable for each of the companies in line with current selling engagements and marketing promotions to determine 'quick win' cross sell and up-sell opportunities as well as more long-term cross fertilisation strategies. Promotion and brand management Campaign planning and strategy formulation to maximise promotion effectiveness as well as brand value to assist in initial launch a long-term market development. Development of the Product Transition Framework Creation of a product stable framework based upon issues and pains of target markets, development plans to extend existing product lifecycles and the creation of a future proof development plan to meet market demands. Development of Issues & Pains Matrix For a given audience a complete and finite evaluation of specific issues and problems they have that are potentially and directly applicable to your products and services. This will assist in the development of a business issues sell not features from the very start of new market selling. Proposition education Partner plan and channel use Assessment of partners and the opportunities to add value through bundling of their services and promotions as well as new partner selection.

	Xinetica Business Growth and Branding Programme Anderson Baillie successfully completed its Business Growth and rebranding exercise for IT professional services and security consultants, Xinetica Ltd.
	Tiscali Realising the business benefits of Broadband through Tiscali Following initial consultancy and auditing for Tiscali Business Services to support proposition development and messaging, Anderson Baillie Business Growth advised on the real business benefits of Tiscali Business Services.

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