The Tudog Group - The Tudog Group

Newsletters

2011-09-02T02:35:56+00:00

Description:

Newsletters provide companies with a compelling, focused and reliable tool through which to stay in front of existing customers and draw in potential customers. The newsletter is effective because it positions the company as the expert and a source of valuable information.

Service Delivered:

Copy

Tudog writes the copy for your newsletter - including articles, features, and special content.

Design

Tudog's graphic designers create a compelling, easy to view, and brand consistent design.

Benefit:

A Tudog newsletter will provide your company with a digital (with print option) tool that can be used to maintain an on-going relationship with customers while increasing the company's perceived excellence and know-how.

Process:

Tudog creates effective brochures in 4 easy steps. They are:

Step One: Meeting with Management

Tudog meets with management to better understand the purpose of the newsletter, the intended audience, the method of distribution, and other critical information.

Step Two: Copy

Tudog develops a production plan that lists topics to be covered in the newsletter for a minimum of 6 editions. Management is provided with the list, on which they comment, subsequent to which the final copy is written.

Step Three: Design & Integration

Tudog's graphic designers layout the design for the newsletter and integrate images and copy.

Step Four: Distribution

Tudog distributes the newsletter via email as per client instructions.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized newsletters available at a cost that is often significantly lower than competitors.

Brochures

2011-09-02T02:30:48+00:00

Description:

Brochures are a company's calling card. While it is true that websites have relieved some of the pressure for companies to have a brochure, they have not eliminated the need. Websites require an action - the act of going to the website and that requires a previous act that serves to drive the person to the website. With a brochure, the information is placed in front of the target, without any need for the target to take an action and without the need of the company to do something to drive the target to their information. In other words, your company needs a brochure.

Service Delivered:

Copy

Tudog writes the copy for your brochure, determining which information is key to present, the order of presentation, and the manner in which it is presented (consistent with company brand and personality).

Design

Tudog's graphic designers mix copy with images to create an attractive and enticing look that serves to draw attention.

Benefit:

A Tudog brochure will provide your company with a handout or leave-behind that people will have an interest in reading and that will make a positive and powerful impression about your company.

Process:

Tudog creates effective brochures in 3 easy steps. They are:

Step One: Meeting with Management

Tudog meets with management to better understand the purpose of the brochure, the intended audience, the method of distribution, and other critical information.

Step Two: Copy

Tudog develops the copy for the brochure, touching on all areas discussed with management and deemed to be necessary and compelling for the brochure. Management is provided with a draft, on which they comment, subsequent to which the final copy is written.

Step Three: Design & Integration

Tudog's graphic designers layout the design for the brochure and integrate images and copy.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized brochures available at a cost that is often significantly lower than competitors.

Presentations

2011-09-02T02:26:44+00:00

Description:

Presentations are not an everyday marketing tool and they are not needed for most marketing efforts. However, there are times when a company needs to make presentation (to buyers, investors, customers), and when they do - Tudog is among the best at designing and constructed them. The trick is in how the story is told and the way copy and visuals are integrated.

Service Delivered:

Presentation Development

Tudog builds your presentation to match the intended audience - developing the story that needs to be told, the order it needs to be told in, the visuals that accompany the text, and the overall look and "feel" of the presentation.

Benefit:

Presentations are a way to get your message out to small groups of people in a live setting, when you can capture their attention.

Process:

Tudog creates effective compelling presentations in 3 easy steps. They are:

Step One: Meeting with Management

Tudog meets with management to better understand the purpose of the presentation, the intended audience, the likes and dislikes of the presenter, and other critical information.

Step Two: Creation

Tudog creates the presentation

Step Three: Review & Rehearsal

Tudog reviews the presentation with the presenter and conducts rehearsals, offering expert advice on improved presentation methods.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized presentations available at a cost that is often significantly lower than competitors.

Direct Mail

2011-09-02T02:21:43+00:00

Description:

Some "experts" have predicted the end of direct mail as a useful and effective marketing tool. They are not unlike those "experts" that predicted at the onset of the Internet, that e-commerce would mark both the end of retail and the end of paper money (as all money would be digital). The "experts" were wrong then and they are wrong now. Sure, direct mail through snail mail has lost some of its impact as people now get their messages from a wider array of sources (including online sources). But snail mail is only one form of direct mail. Email, also a tool for mass dissemination if your list is controlled and well managed, can support a snail mail campaign - and both should be part of a comprehensive, integrated marketing program. Tudog brings your message into the home of your primary target markets, and we use the mail (snail and electronic) to do it.

Service Delivered:

Creative

Tudog delivers the campaign concepts (generally an integrated campaign of many pieces created around the same theme), the art work, and the copy - all constructed together into a powerful, compelling and effective direct mail campaign.

List Management

Tudog acquires, cleans and maintains the mailing lists so that the people receiving the direct mail are likely to be receptive to it because their profiles and interest match the demographic and interest base of the client's most likely customers.

Mass Mailing

Tudog executes on the mailing, either through snail mail or email.

Tracking

Tudog sets up a tracking program whereby the timing of the mailings and the pieces sent are matched against response rates and then compared to correlated sales performances. This provides an overview of the efficacy of the specific pieces and the mailing lists being used. Using this data, Tudog is able to recommend adjustments in the direct mail effort to enable improved results.

Benefit:

Direct mail is one more tool in the marketing paradigm. It allows the recipient to review the information in the comfort of their own home, at a time when they are most prepared to consider the information and without the distractions other visibility tools compete against. While it is not a stand-alone marketing tactic, it can be an effective complimentary tactic.

Process:

The Tudog direct mail campaign is divided into 7 steps. They are:

Step One: Meeting with Management

Naturally Tudog's first step is to meet with management and measure their expectations from a direct mail campaign and the messages they wish to broadcast. Tudog's task is to make certain the expectations are aligned with reasonable outcomes and that the message to be transmitted is consistent with all other aspects of the company's marketing.

Step Two: Campaign Development

Tudog develops the campaign - the creative concept, the visuals, the copy, and tracking strategies. These are presented to management for review and approval.

Step Three: Material Composition

Tudog prepares the material - visuals (graphics, photos) and copy - and layout of the pieces.

Step Four: Planning

Tudog plans the implementation of the direct mail campaign to support and supplement all the other marketing activities being conducted by the company.

Step Five: Implementation

Tudog releases the emails and mails the snail mail pieces.

Step Six: Tracking & Analysis

Tudog tracks the direct mail pieces by putting response codes so that we can measure reaction and efficacy (whether the piece is initiating the consumer action in way intended). This information is collected and analyzed, and adjustments to the advertising program are recommended.

Step Seven: Adjustments

Tudog implements the adjustments needed (in accordance with the tracking results) and reworks and resends the adjusted pieces.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized direct mail campaigns available at a cost that is often significantly lower than competitors.

Advertising

2011-08-31T05:14:03+00:00

Description:

Advertising serves a number of critical marketing functions - (1) it informs the market about your product, (2) it provides a platform for your message (benefit/value statement), (c) it allows you to project an image, and (4) it enables you to provide information on availability and your offer. Tudog's distinctive comprehensive, integrated approach to marketing translates into dynamic, creative and effective ad campaigns.

Service Delivered:

Print Ads

Tudog delivers the ad concepts (generally an integrated campaign of many ads created around the same theme), the art work, and the copy - all constructed together into powerful, compelling and effective advertising messages.

Radio Ads

Tudog composes the script for 30 second and 60 second radio spots.

Copy

Tudog writes all the copy for every ad, including ad heading and supportive copy, making certain that the message is delivered in the manner that best reflects the client's market position and personality. Ads can be informational, educational, humorous.

Design

Tudog's team of creative graphic designers develops the images and designs necessary to best support the copy and message. Placement of words and integration of visual and text and critical to an ad's success.

Traditional Placement

Tudog develops a placement plan, analyzing all the available traditional ad channels (print and radio, as well as alternatives such as billboards) and determining, along with client management, the channels that are most likely to provide exposure to the primary targeted markets. Tudog then arranges for placement.

Online Placement

Tudog develops a placement plan, analyzing all the available online ad channels and determining, along with client management, the channels that are most likely to provide exposure to the primary targeted markets. Tudog then arranges for placement.

Tracking

Tudog sets up an ad tracking program whereby the placement of the ads (location, timing, frequency) are traced and then compared to correlated sales performances. This provides an overview of the efficacy of the channels and the ads (message, market being directed to, design). Using this data, Tudog is able to recommend adjustments in the advertising effort to enable improved results.

Benefit:

Advertising is the lifeblood of any marketing campaign. Without the awareness advertising provides, and the power it has to create interest in products/services, a company's offering can remain virtually unknown. In today's world of social networks and online exposure, the opportunities to reach out are greater - although the competition for mindshare has become so much more crowded. It is within this changed - and changing - environment that Tudog brings a critical advantage - the ability to be extremely structured (in strategy) and wonderfully creative (in execution) simultaneously.

Process:

The Tudog advertising campaign is divided into 7 steps. They are:

Step One: Meeting with Management

Naturally Tudog's first step is to meet with management and measure their expectations from an advertising campaign and the messages they wish to broadcast. Tudog's task is to make certain the expectations are aligned with reasonable outcomes and that the message to be transmitted is consistent with all other aspects of the company's marketing.

Step Two: Campaign Development

Tudog develops the campaign - the creative concept, the visuals, the copy, placement recommendations, and tracking strategies. These are presented to management for review and approval.

Step Three: Material Composition

Tudog prepares the material - visuals (graphics, photos) and copy - and layout the ads.

Step Four: Planning

Advertising is all about timing. Tudog plans the implementation of the advertising campaign to match, support and expand on all the other marketing activities being conducted by the company.

Step Five: Placement

The placement of the advertisements in the right vehicles at the right times.

Step Six: Tracking & Analysis

Tudog tracks every advertisement to measure reaction and efficacy (whether the ad get the targeted market to engage in way it had intended). This information is collected and analyzed, and adjustments to the advertising program are recommended.

Step Seven: Adjustments

Tudog implements the adjustments needed (in accordance with the tracking results) and places the adjusted ads into the appropriate channels.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized advertising campaigns available at a cost that is often significantly lower than competitors.

Public Relations

2011-08-31T05:08:00+00:00

Description:

Public Relations is more than the art of managing a company's image. It is the art of creating the image and maintaining it, so that the company enjoys the accumulated effect of positive news over a long period of time. The selection of channels for the distribution of public relations is no less critical than the construction of the message. Tudog manages both and delivers to the client a well constructed plan that creates immediate positive impact and long term image enhancement.

Service Delivered:

Press Releases

Tudog works with your company to determine what constitutes meaningful news for release to the general public, how to position the news, when to release it, and through which channels it should be distributed.

Corporate Profiles

Tudog composes profiles of the company, company products and its industry and places these profiles in traditional and online media channels.

Articles

Tudog writes articles on the company, company employees (human interest stories), company products, company customers, and the market and places the articles in traditional and online media channels.

Management Profiles

Tudog prepares profiles of management and select board members and places them in traditional and online media channels.

Media Presentations

The preparation of scripts for radio and television appearances (arranged by Tudog) for management, board members and select employees.

Traditional Placement

Tudog has developed relationships with newspapers, magazines, radio stations and television stations to provide our clients access to the exposure these channels provide.

Online Placement

There are hundreds of websites that feature business related news. The task of a good public relations effort is to distinguish between those that provide minimum exposure and those that reach the targeted audience. Tudog knows the difference and places your media on the right websites.

Events

Tudog helps plan and implement public relations events that bring positive image to our clients. These events can center around education (seminars), live events (concerts), charity (a-thons) and others.

Benefit:

The magic of a good public relations campaign is not just the quality of the content and the accuracy of the placement, but also the timing of placement and the ability of the company to take advantage of the momentum created by the exposure. A Tudog public relations effort takes all these elements into account and produces a high profile, sustainable, meaningful public awareness campaign.

Process:

The Tudog Public Relations campaign is divided into 6 steps. They are:

Step One: Meeting with Management

Naturally Tudog's first step is to meet with management and measure their expectations from a public relations campaign and the messages they wish to broadcast. Tudog's task is to make certain the expectations are aligned with reasonable outcomes and that the message to be transmitted is consistent with all other aspects of the company's marketing.

Step Two: Material Composition

Tudog prepares the materials (articles, interviews, press releases) that are to be used in the integrated public relations campaign.

Step Three: Planning

Public Relations, like all business really, is all about timing. Placing a press release or an article had little effect if the news is sent to the wrong place or at the wrong time. The planning of the PR campaign is all about integrating it into the overall infrastructure of the company's marketing program.

Step Four: Placement

The placement of the materials in the right vehicles at the right times.

Step Five: Follow-up

Following a PR activity with the proper activities enhances and increases the efficacy of the PR action. Tudog prepares and implements PR follow up activity.

Step Six: Continuity

Like most marketing, PR is all about measuring effect and determining accurately what is working. Once the company understands what the market is responding positively to, Tudog is able to work with the client to ensure the program continues effectively, efficiently, and seamlessly.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized public relations campaigns available at a cost that is often significantly lower than competitors.

Branding

2011-08-31T04:56:46+00:00

Description:

Branding is really all about communication - with the market, with targeted customers, with competitors.

A brand sets a company's position in the marketplace - is it exclusive, mainstream or mid-market?
brand expresses a company's core message and values.
A brand defines benefits.
A brand sets quality perception and creates for the customer "perceived value" meaning that in most cases the brand is the parameter by which the buyer measures whether the product is worth the price being asked.

A brand is extremely important not only for consumer products and publicly traded companies, but really for every company. Tudog helps companies decide not only what their brand should be, but also how to execute the program that establishes the brand.

Service Delivered:

Value Clarification

Tudog works with your company to understand the values that are embraced by your primary markets and how those values can be sincerely incorporated into your operations to demonstrate solidarity and establish a bond.

Message Development

Tudog develops a series of messages that can be communicated to the primary markets (through existing channels) to establish the brand message.

Image Creation

Tudog creates a series of images that work to further the message.

Integration of Components

Tudog integrates the message and the images into a complete branding statement.

Branding Campaign

Tudog establishes an comprehensive, integrated plan of action to broadcast the branding statement to the primary markets.

Benefit:

A Tudog branding program defines your company to the world. It allows you to establish as a market parameter your benefits while creating a binding set of values that your company comes to own in the minds of your customers. With branding you create a bond, a relationship with your customers that ensures they continue to purchase loyally from your company.

Process:

The Tudog Branding Paradigm is divided into 6 Phases. They are:

Phase One: Understanding Stakeholder Needs & Wants

The identification of the company's markets, who is primary within those markets, & what "relationship" the company needs to establish and what proposition it needs to make in order to establish and sustain the brand. Different stakeholder groups will define the brand differently, and so the brand needs to "find the way" to speak to each group.

Phase Two: Opportunity Modeling

The brand will require positioning within the market - across from the consumer and against competing products. An analysis is required to determine where the opportunities lie with consumers and against competitors. The core components of this stage are (a) relevance, (b) differentiation, (c) credibility, and (d) stretch (brand extension potential).

Phase Three: Brand Platform

The construction of the foundation that enables the brand to survive and thrive regardless of competitive dynamics.

Phase Four: Brand Identity

The name and appearance of the brand, as well as the characteristics and value associations established.

Phase Five: Brand Architecture

The link between the brand and the business, product lines and product brands. Creates value by clarifying the branding on all levels, including (a) needs & priorities of targeted market, (b) the offering and value proposition, (c) the pricing, (d) the extension of equity between company, brand and sub-brands, and (e) making the brand strategy credible. The architecture can include four levels of brands; (a) Master Brand, (b) Over Brand, (c) Endorsed Brand, and (d) Freestanding Brand.

Phase Six: Continuous Evaluation & Development

The brands need to be maintained and adjusted in order to remain vital and strong across from consumers and against competitors. Also, the introduction of sub-brands needs to be implemented in coordination with and consistent to the Master Brand.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized branding programs available at a cost that is often significantly lower than competitors.

Business Plans

2011-08-31T04:37:21+00:00

Description:

The rationale behind dedicating the time and funds to the development of a business plan that the process forces you to ask tough questions and discover the answers. In the event your company is seeking to raise capital, it also provides you with the tool you need to engage and interest prospective investors.

The construction of a business plan goes beyond the detailed telling of a company's story. It serves to chronicle a company's past and plans for the future so that management can establish a blueprint for action (objectives, implementation strategies and tactics, timetables, budget) and prospective investors can review all the information they require to make an intelligent decision.

Service Delivered:

The Tudog Business Plan is divided into approximately 13sections (depending on if the business plan is for internal company use or for the purpose of recruiting capital). They are:

Executive Summary - a general overview of the foundations of the business plan, including products, market overview, strategies, company overview, management, risks and financial data. This section provides an overview in order to set the stage for more in-depth discussion in the body of the plan.
Investment Highlights - included only in a capital recruitment business plan, this section offers investors an overview of 8-10 compelling reasons an investor might wish to consider an investment in the company, including any proprietary or inherent market advantages the company may have.
Market Overview - a review of the overall market sector within which the company operates, including expert reports on the current state of the market and analyst forecasts for the future of the market. Included as well are anticipated trends, updates on sub-divisions within the sector, investment patterns, and an overview of market leaders.
Products - an overview of the products or services the company sells, including product benefits, any proprietary elements, pricing and product position (within the context of the overall market) and any additional product information.
Company Overview - a detailed review of the company, including its mission statement, company history, corporate objectives and achievement to date.
SWOT and/or PEST Analysis - a brief SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis on the company so that management has a tool to analyze its company as it relates to its competitors, its sector and its targeted markets. If the company is doing business abroad, a brief PEST (Political, Economic, Social, Technological) analysis may be included to provide management with an understanding of the foreign environment within which the company will operate.
Research & Development - an overview of any R&D program the company may have, including product development, any technologies under development, any proprietary features or functions to be introduced, and the consequences for the company (and the market) these innovations may hold.
Operations - a review of all aspects of the company's operations including, logistics, safety, training, procurement, manufacturing, and others. Each section details the operational imperatives and protocol.
Business Strategy - a complete overview of the strategic foundations upon which the company rests. These include any strategies that are designed to overcome or mitigate risks, offset or neutralize competitors, deliver value (or exit) to investors, and enable the company to operate and deliver on its potential to generate profits.
Marketing & Sales - an overview of the company's marketing targets, available channels, strategies to establish position, messages to be communicated, and tactics to reach the channels. The company's sales effort is detailed, including sales channels, sales processes and offerings to be brought to market.
Management - the complete bios of all members of the company's senior management and Board of Directors. If the company also has any special advisory boards (scientific, technological, etc.) the bios of the individuals serving on these boards are also included.
Risks - a detailed overview of all the risks - economic, operational, political - that may adversely affect the company, its performance, or its ability to implement its business plan. While this is a section of the plan companies typically prefer to downplay, Tudog urges clients to expand this section. Doing so protects the company from liabilities should a dissatisfied investor seek recourse. It also serves to identify for management all the possible risks for which they need to construct viable solutions.
Financial Data - all the company's financial information, including an income statement, sales forecast, cost of sales, cash flow and balance sheet. Also included is a list of assumptions upon which the financial data is based and a use of proceeds if capital is being raised.

Benefit:

A Tudog business plan is a blueprint to success. Without a business plan your company may need to navigate the challenges presented to every business without a clear understanding of the core objectives and operational imperatives upon which the company's success depends.

Process:

The Tudog Business Plan is implemented in 4 phases:

Phase One: Interviews with Management

Tudog assists in fine-tuning the company's business strategies to establish a comprehensive, integrated business plan. Through discussions with company management Tudog learns the objectives, history, strategies, tactics, and more.

Phase Two: Composition of the Business Plan

Tudog composes the business plan.

Phase Three: Review of Draft

The business plan, once completed, is distributed to any and all company employees management designates. Each person is asked to read the plan carefully and make not of all suggested changes, questions and new ideas (generated by the plan but not included in the plan). Tudog then meets with all the participants and discusses all recommendations for changes. At the end of the meeting, the exact changes to be incorporated into the final document are agreed upon.

Phase Four: Composition of Final Document

Tudog composes the final version of the business plan.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized business plans available at a cost that is often significantly lower than competitors.

Marketing Plans

2011-08-31T03:36:35+00:00

Description:

The rationale behind dedicating the time and funds to the development of a marketing plan is similar to that of a business plan - the process forces you to ask tough questions and discover the answers. The construction of a marketing plan goes beyond the development of a marketing strategy and the selection of tactics, serving also to define the methodologies and process that will be deployed for implementation. With a Tudog marketing plan your company is armed with a tool to launch, maintain and sustain a comprehensive, integrated marketing program.

Service Delivered:

The Tudog Marketing Plan is divided into 14 sections. They are:

Executive Summary - a general overview of the foundations of the marketing plan, including products to be marketed, target markets, pricing strategies, overall marketing strategies, positioning, tactics, and costs and forecast. This section provides an overview in order to set the stage for more in-depth discussion in the body of the plan.
Industry Overview - a review of the sector and business environment within which the company operates. This includes all competing products, all competitor companies, all alternative products (for same use or purpose), industry suppliers, and the regulatory environment. Critically, this section includes the position of the company within the industry or sector.
Products & Markets - a review of the company's products and the markets to which the company either currently sells or wishes to sell. The review includes market perception and reception of the products and the company, as well as ways to expand presence in existing markets and penetrate new markets.
Strategy - Tudog views marketing strategy as a four element process, of which a company may have all or only some of the components. The strategic components Tudog emphasizes are: (1) the price of the product and where the price positions the company with regard to both competitors and the perceived value of the product, (2) distinctive competence and the difference between the product and others satisfying the same need or want in the market, (3) Focus and the channels the company uses or could use to both disseminate its message and bring its product to market, and (4) the core and fundamental guidelines that will be used as the foundation of the company's marketing effort.
Tactics - an overview of tactics, such as web based activity, advertising, public relations, billboards, fliers, and others to be used by the company, and the channels through which they will be deployed.
Positioning - how the company needs to position itself and its products within the broader market in order to execute effective marketing and grow its customer base. The core of positioning rests on the value proposition the company seeks to make to its customers and the relationship between the cost of the product and its perceived value.
Pricing - the price the company can (and should) charge for its product/service that will allow for consistency with the company's position while maximizing revenue. This section includes pricing options including bundling, promotions, and other price related marketing devices.
Packaging - a review of the company's packaging, including use of packaging to communicate, use of packaging to invite interest, use of packaging to encourage placement and exposure and convenience of packaging. Importantly, packaging is also viewed to make certain it is consistent with the company's position and the value perception the company seeks to promote.
Message - an overview of what the company says, who it says it to, where it says it, and when it says it. What a company says about itself, to whom, where and when are the fundamentals of marketing. Tudog makes sure you are saying the right thing to the right people at the right time and in a place they are most likely to view as credible (making it more receptive).
Branding - the company's brand drives its image and its relationship with its customers. The brand developed and sustained is an extension of the company's marketing plan and what it seeks to accomplish in the broader market arena. Tudog assists in fine-tuning the brand and constructing marketing mechanisms to establish a brand.
Channels - within the scope of the marketing plan the concept of channels is addressed in two separate ways - (1) with regard to the channels through which the company will raise awareness and create interest (such as advertising channels), and (2) the channels through which the company will bring its products to market (such as VARS or logistic companies).
Distribution - the marketing plan includes a section on the marketing-chain or the path through which the product reaches market. In some cases the distribution is the sole responsibility of the company and sometimes it is shared with a third party.
Measurement - nothing is more critical to a successful marketing plan than the criteria with which its success will be measured. The faster a company knows which marketing strategies and tactics are working and which ones are not, the faster it can make adjustments and maximize the potential of its marketing.
Forecast - judging the success of marketing is a function of expectation and expectations need to be realistic yet ambitious. By including a forecast, Tudog enables the company to understand what results it can expect and how to determine if its marketing effort is performing up to par.

Benefit:

A Tudog marketing plan is a roadmap to marketing success. Without a marketing plan your marketing may be reactive instead of proactive and your revenue potential may be less expansive than it could be.

Process:

The Tudog Marketing Plan is implemented in 4 phases:

Phase One: Interviews with Management and the Marketing Team

Tudog assists in fine-tuning the company's marketing and constructing marketing mechanisms to establish a comprehensive, integrated marketing plan. Through discussions with company management and the marketing team Tudog learns the perceptions of the role of marketing, the goals set for the marketing effort, the rationale behind the strategies set, and the ideas for tactical implementation.

Phase Two: Composition of the Marketing Plan

Tudog composes the marketing plan.

Phase Three: Review of Draft

The marketing plan, once completed, is distributed to any and all company employees management designates. Each person is asked to read the plan carefully and make not of all suggested changes, questions and new ideas (generated by the plan but not included in the plan). Tudog then meets with all the participants and discusses all recommendations for changes. At the end of the meeting, the exact changes to be incorporated into the final document are agreed upon.

Phase Four: Composition of Final Document

Tudog composes the final version of the marketing plan.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized audits available at a cost that is often significantly lower than competitors.

Marketing Audits

2011-08-31T03:02:12+00:00

Description:

A marketing audit provides to a marketing department the same in-depth review and analysis of operations and efficiencies as a financial audit provides to an accounting department. Often a company's marketing can be more effective and the causes of lower -than-expected results are buried in process and procedure. An external, independent marketing audit - performed by Tudog - provides the company with a fresh view of (a) the marketing environment, (b) marketing objectives, (c) marketing strategies, and (d) marketing activities. The audit concludes with an overview of marketing strengths and weaknesses and a series of recommendations to enhance operations and improve marketing results.

Service Delivered:

The Tudog Marketing Audit delves into 8 critical aspects of a company's marketing apparatus. They are:

Customer Satisfaction Indicators - does the company have in place the mechanisms and analysis capacities to accumulate and measure customer satisfaction? Are the data gathering and analysis functions working properly? Is decision making being made in conjunction with what the customer satisfaction indicators are saying?
Impacting Factors - each quarter there are external influences that impact a business - both positively and negatively. Understanding the factors and their respective impacts can help a company better understand what to pursue…and what to avoid. These factors can include competitor actions that were unanticipated, changes in consumer behavior, the introduction of new technologies and other elements that can affect the performance of a marketing program.
Channel Satisfaction Indicators - every company is reliant on distributors, vendors and other intermediary companies to get their products to market. Insofar as marketing is more than just raising awareness and creating interest - it is also providing the buyer with the buy opportunity - making certain that the cooperating companies are truly cooperating is a critical task. Tudog reviews channel satisfaction and gauges ways to improve performance.
Company Attitude Toward Marketing - knowledge and attitude of executives and board to marketing and the centrality of marketing as the engine that drives sales (and therefore revenue).
The Efficacy of the Marketing Mix - the decisions behind the marketing mix - who to target, what position to take, the price to set, and the channels for advertising - are subject to analysis and review. They are measured against the alternatives and then evaluated in accordance with the company's criteria for profitability.
The Performance of Marketing Tactics - every marketing activity has a cost and it is crucial to understand the return-on-investment of each activity (and whether there actually is an ROI). This step reviews whether financial and non-financial goals of the marketing effort were achieved.
Strengths & Weaknesses Overview - while identifying the strengths of the marketing can assist a company in understanding what aspects of their overall marketing effort are performing, more critical is an understanding of the weaknesses. Tudog identifies the weaknesses and provides action items and tactical adjustments to help enhance performance. Recommendations for the cessation of certain tactics are also provided when required.
Brand Analysis - the company brand - and any other brands in the company's product portfolio - are required to serve the company by communicating the company (or product line) image, encouraging loyalty, and justifying price point. Tudog provides an analysis of the company's brand or brands, with recommendations for brand enhancement and expansion.

Benefit:

Marketing is the life blood of a company, raising awareness and creating interest in your company and its products. Engaging in marketing is a critical business activity - and it's expensive.

By knowing which tactics are performing and which are not and by gaining strong recommendations for improving tactical performance, your company gains the benefits of an improved marketing effort - better exposure and higher revenue.

Process:

The Tudog Marketing Audit is implemented in 3 phases:

Phase One: Interviews with Management and the Marketing Team

Tudog begins with a series of discussions with company management and the marketing team to gain insight into the perceptions of the role of marketing, the goals set for the marketing effort, the rationale behind the tactics used, and the overall marketing strategy (and how this strategy is supported by the company's operational apparatus).

Phase Two: Review of all Marketing

Tudog reviews all aspects of your company's marketing including advertisements, brochures, promotions, communications, packaging, corporate image, branding, and more. This review is conducted under the backdrop of the goals and objectives voiced by company marketing executives and employees.

Phase Three: Measuring Performance

Each marketing tactic is reviewed against the strategy it is supposed to advance, the goals and expectations of management and the marketing team, and its performance in the field. Each tactic is presented with recommendations for improvement.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized audits available at a cost that is often significantly lower than competitors.

Market Research

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Description:

Tudog provides your company with the market intelligence it needs to make the tough decisions in our rapidly changing business world. Like hunting dogs, we sniff out every bit of relevant information and provide it to you in the context of an insightful analysis.

Tudog's research is unique because we go beyond published sources and the cursory conversation with one or two industry sources. At Tudog, our research is field implemented - meaning we conduct 95% of our research by observing and talking with industry people at the very moments they are engaged in activities relevant to your company and its products.

The quality of the data is significantly higher, as is our ability to draw decisive and pointed conclusions.

Service Delivered:

Tudog delivers a complete market research report that addresses the following questions:

Clients

Who are the potential clients and what are their needs?
How should the company position its product so clients see it as a compelling solution?
How much are customers willing to pay for product/service?
Who in the customer organization makes the buying decision and what is important to him or her?
What barriers to entry might there be and how does the company overcome them?
What internal issues might there be inside the targeted companies that the company needs to overcome?
What are potential customers saying about the company's product, positioning and pricing?

The Market

What are the factors driving success in the industry?
Which companies are the current industry leaders?
How are they positioned and priced?
What accounts for their market leadership?
Where are their strengths and weaknesses?
Who are the emerging players, and how are they priced and positioned?
Who are the company's most visible competitors?
What are the trends within the market, including emerging technologies, developing market needs and marketing tactics?
What is the market potential and what should the company's positioning be?

Sales

What are the company's most promising sales channels and how does it approach and secure them?
What companies are the company's most logical and most promising potential strategic partners and how does it approach and secure them?
What should be the company's sales message so that it indicates to prospective customers its understanding of their needs and the compelling solution it offers?

Risks

What are the risks and what can the company do to neutralize or avoid them?

Benefit:

Strategy (and the tactics used to support it) cannot be composed in an informational vacuum. In order to establish a successful strategy management requires specific and accurate information.

The Tudog market research report provides management with the critical information needed to craft a comprehensive strategy that allows for increased sales, greater competitive advantage, and the creation of value.

Process:

The Tudog Market Research report is implemented in 3 phases:

Phase One: Understanding the Client

The Tudog market research report begins with a series of in-depth discussions with the client so that we gain insight into the intended purpose of the information, the company's perception of its market, and management's objectives.

Phase Two: Scanning the Industry

Once Tudog has concluded its understanding of the client, a variety of industry sources are scanned for information regarding competitors, trends, and all other relevant data.

Phase Three: Independent Research

Every Tudog market research report includes independent research that Tudog conducts on behalf of the client, including surveying customers and potential customers, reviewing competitors, and analyzing the market.

Cost:

Tudog presents a comprehensive proposal for all assignments, including objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized research at a cost that is often significantly lower than the cost of off-the-shelf reports.

Business Intelligence Reports

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Description:

If knowledge is the key to all smart decision making, then intelligence is the core of all knowledge. In order to gather intelligence a company needs to understand both where the important information is - and how to access it. Tudog has the intelligence gathering background to ascertain and attain critically important information about sectors and competitors, allowing decision makers to base their strategy choices on real hard data.

Service Delivered:

The Tudog Business Intelligence Report includes targeted, specific information on (a) the company's industry, (b) competitors, (c) channels, (d) pricing ranges, (e) trends, (f) anticipated activities, and (g) business leaders.

Benefit:

Having information the opposing side (competitor) does not know you have can be a powerful tool in constructing and executing a strategy. The tactical advantage of being able to surprise and offset the competitor, shake up an industry, or disrupt business as usual can establish a company as an innovator and a sector leader. Tudog's Business Intelligence Report gives our clients the foundation they need to establish and maintain a viable operational and strategic advantage.

Process:

The Tudog Business Intelligence Report is implemented in 2 phases:

Phase One: Review of Client Needs

Tudog discusses with the client the type of information sought and the applications intended for the information uncovered.

Phase Two: Intelligence Gathering & Presentation of Data

Tudog engages in an detailed and comprehensive intelligence gathering process and then organizes and presents the information so that it can be maximized by the client.

Cost:

Tudog presents a comprehensive proposal for all assignments, including objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the most in-depth reports at a cost that is often significantly lower than competitors.

Competitive Analyses

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Description:

Knowing your competitive landscape is essential to your success. At Tudog we help our clients act - not react - by giving them the intelligence they need to anticipate competitor moves and act to counter competitive maneuvers before they can have their intended effect.

Tudog monitors competitors to spot subtle changes in corporate behavior. We utilize our experience and analytical skills to decipher competitor intent - providing you with the information you need to act proactively.

Service Delivered:

The Tudog Competitive Analysis includes a wide array of information on the client's competitors, including the review and analysis of:

competitor actions
competitor products
competitor pronouncements
competitor appearances
competitor corporate material
competitor marketing and advertising
competitor positioning

Benefit:

The business arena is an exercise in physics - every action causes a reaction. The only way to make certain that a company's actions have their desired affect on the hyper-competitive market we all compete in these days is to make certain management has the understanding and appreciation of their competitors' strengths and weaknesses.

Only by being able to anticipate competitor actions (and reactions) can management successfully position a company and gain the type of competitive advantage that leads to true market dominance.

The Tudog Competitive Analysis provides clients with the insight into all competitors necessary to truly know and understand them - to the point of being able to predict actions and reactions.

Process:

The Tudog Competitive Analysis is implemented in 2 phases:

Phase One: Review of All Competitors

Tudog looks at every competitor and makes assessments on their (a) products, (b) market reach, (c) market position, (d) message, (e) appearance, (f) customer loyalty base, and (g) strengths and weaknesses.

Phase Two: Analysis and Recommendations

Tudog includes in every competitive analysis (a) a complete overview of each competitor, (b) a complete overview of the category's competitive landscape, and (c) recommendations for constructing and maintaining a strong competitive advantage.

Cost:

Tudog presents a comprehensive proposal for all assignments, including objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized analyses available at a cost that is often significantly lower than competitors.

Product Feasibility Studies

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Description:

The dynamics of a new product idea (or application of an existing product to a new market segment) can be exciting. The success of a new product launching, however, comes when a great new product is combined with the information needed to match it to the right market (at the right price and through the right channels).

Tudog provides your company with the product feasibility study it needs to make the right decisions and improve the likelihood that the new product will succeed.

Service Delivered:

Tudog delivers a complete product feasibility report that includes:

An overview of competitive products
Applications and markets for the product
An assessment of product attractiveness
Price issues
Consumer perceptions
Positioning recommendations
Channels overview

Benefit:

New products need to be launched in accordance with a well conceived plan. The backbone of that plan is information.

The Tudog Product Feasibility Report provides clients with a true and accurate portrait of a products potential - without the dynamics of an internal company discussion where people tend to be invested emotionally (and sometimes professionally) in a product.

This independent assessment is critical to ensure success.

Process:

The Tudog Product Feasibility study is implemented in 3 phases:

Phase One: Understanding the Product

The Tudog product feasibility study begins with a series of in-depth discussions with the client so that we gain insight into the product, the company's goals for the product, where the product "fits" with all other company products, and how management expects to leverage the product in the market.

Phase Two: Scanning the Category

Once Tudog understands the product and what the company hopes to achieve with it, we scan the category to look for products that (a) make the same claims, (b) fulfill the same customer need, and (c) target the same customer for the same purpose. We examine each product and perform a SWOT (strengths, weaknesses, opportunities and threats) analysis on each. This allows Tudog to make recommendations for competitive positioning and customer message.

Phase Three: Product Trials

Tudog purchases and uses every competitive product, comparing it to the proposed new product for effectiveness, quality, convenience (ease-of-use), simplicity, and cost effectiveness.

Cost:

Tudog presents a comprehensive proposal for all assignments, including assignment objectives, Tudog responsibilities, timetable for completion, and costs and payment schedule. Tudog delivers the highest quality customized study available at a cost that is often significantly lower than competitors.