Value marketing

Value marketing is a radical new approach that fuses marketing with value based management : VBM (or shareholder value analysis (SVA)). It gives marketers and senior executives powerful new tools for generating real growth in their companies, helping them to manage for long-term sustainable competitive advantage rather than short-term profits.

As Peter Doyle explains, value marketing looks at the value of a firm in a new way:

"Accounting profits encourage an excessively short-term view of business. They also encourage an under-investment in information-based assets - staff, brands, and customer and supplier relationships. In today's information age, the accounting focus only on tangible assets makes little sense now that these intangible assets are the overwhelming source of value creation.."

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How can we be sure that our marketing will actually increase the value of the firm. This does not simply mean, "Will we generate a profit this year"; many profitable firms are actually declining in value. "Value" looks beyond the traditional financial statements, P&L and Balance Sheet, and considers the assets that do not appear on either of these and yet are the most important assets in the business - the intangibles:

• brand
• customer and supplier relationships
• skills, knowledge, experience and attitudes
• etc

The financial aspects of the marketing plan must incorporate these elements - otherwise the firm becomes trapped in short-term-ism, shying away from the required investments to gain long-term sustainable competitive advantage. Hard Management has considerable expertise in this area - visit our finance pages for more information. We can even provide training or consultancy to help build Excel models to support your marketing planning activities.

Hard Management offers a range of services to help companies move toward value marketing:

• training
• consultancy
• coaching
• projects

These value marketing programmes can help firms to:

• value brands
• evaluate investment opportunities
• set advertising expenditure
• prepare long-term plans
• develop new products and markets

In particular, we can help marketing professionals to communicate their strategies and plans in a language that is intelligible to financial directors. In short, marketing is not restricted to justification in terms of "it will raise awareness" or "it will build brand value"; it can now be justified with "hard figures".

Please use the links below or the menu at the top of the page (hover over our logo) to find out more about our services.

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