Western and Central Africa
Eastern and Southern Africa
Eastern Europe and Central Asia
Knowing how to sell products and services depends on more than access to macro-economic data or summarised market information. Behind the numbers are real people, who have perceptions and behaviours about their needs and requirements in making decisions on what they buy.
With Customers+ ITC has developed a number of tools and techniques that place the customer at the centre of research and planning: a building block for other interventions that aim to improve enterprise competitiveness and a step forward in understanding purchasing drivers.
• Understand how international reputation of a sector can be improved
• Get efficient feedback from international customers on pricing, design of products or communications
• Prepare enterprises to meet with potential buyers: equipping participants with the right materials and commercial arguments
CUSTOMERS+ is composed of different modules, used individually or integrated within a project
The Brand Health Check is a diagnosis of company’s brand communications and strength of its value proposition to its customers.
Online tools and analysis
ITC’s online tools enable data gathering and feedback collection from international customers, to validate designs, pricing or marketing communications.
Effective research techniques and tools that reveal customers’ preferences and purchasing behaviours.
In Bangladesh ITC advised ITES service providers how to improve their marketing communications. Companies were sharing their marketing materials, such as company brochures, links to web pages and social media sites, business cards, letterheads, posters, etc., and ITC advised them on what improvements they could make to attract more buyers, particularly in the European market.
In Zambia, ITC led honey producers through an evaluation of customer perceptions in the local and export markets. Customer buying surveys were completed in Zambia and in Botswana, measuring awareness and preference among different brands of honey and other spreadable products and sweeteners. These results have been used to help the local producers structure their brand plans.
In Ivory Coast ITC verified acceptable price levels for fashion articles sold online. A sample of articles to be sold in the ITC e Mall was included in an online survey sent to a sample of international respondents. They estimated the price they would be willing to pay. The results were used to educate the vendors on the right level of pricing.