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Marketing

Today's decision makers in marketing face major complexity. Marketing has to answer a series of questions. The core question that marketing has to answer remains: What does marketing contribute to the success of the company? How can this contribution be quantified? The Roland Berger approach to Marketing sets out to show the P & L impact.

In brief

Our Marketing concept addresses key questions of strategic management on relevant levels. Together with our clients, we provide solutions on strategy, structure and tool level.
All marketing activities are ultimately reflected in the profit & loss statement. Marketing first of all causes major cost. Impact is notoriously hard to quantify and prove. Therefore, impact there drives our approach. The guiding principle is the assessment of impact of all marketing activities on the profit & loss statement of the company.

Zoom

Marketing that creates impact – Customer oriented Effectiveness and Efficiency

We assess the effectiveness of the marketing activities – Do they deliver the desired increase in sales or positioning?

We assess the efficiency of the marketing activities – Are the activities run at reasonable cost and with reasonable resources?

We offer a series of proven successful methodologies and tools to deliver pragmatic solutions.

Nevertheless, the starting point is a list of questions to identify the real challenges. Our upcoming Marketing Quick Check tool helps identifying hot topics and defining the way forward. Are you raising the right questions?

Our experts

Austria

Roland Falb

Managing Partner

Vienna, Austria
Phone: +43 1 53602-201
E-mail:

Belgium

Eric Baart

Partner

Brussels, Belgium
Phone: +32 2 66103-25
E-mail:

Brazil

Marcos Salla

Principal

São Paulo, Brazil
Phone: +55 11 3046-7111
E-mail:

Antonio Farinha

António Farinha

Partner

São Paulo, Brazil
Phone: +55 11 3046-7111
E-mail:

China

Jason Ding

Partner

Beijing, China
Phone: +86 10 84400088 - 688
E-mail:

Linus Hildebrandt

Linus Hildebrandt

Principal

Shanghai, China
Phone: +86 21 5298 6677 - 887
E-mail:

Frank Kao

Principal

Shanghai, China
Phone: +86 21 52986677 - 830
E-mail:

Qi Wu

Partner and Member of the Supervisory Board

Beijing, China
Phone: +86 10 84400088-608
E-mail:

Rong Wang

Partner

Beijing, China
Phone: +86 10 84400088 - 698
E-mail:

Czech Republic

Roland Zsilinszky

Roland Zsilinszky

Principal

Prague, Czech Republic
Phone: +420 2 10 219-524
E-mail:

France

Patrick Biecheler

Patrick Biecheler

Partner

Paris, France
Phone: +33 1 53670-902
E-mail:

Jérôme Colin

Principal

Paris, France
Phone: +33 1 53670-362
E-mail:

Eric Confais

Partner

Paris, France
Phone: +33 1 53670-925
E-mail:

Gaëlle de la Fosse

Principal

Paris, France
Phone: +33 1 70394-272
E-mail:

Denis Depoux

Partner

Paris, France
Phone: +33 1 53670-903
E-mail:

Partner

Paris, France
Phone: +33 1 53670- 922
E-mail:

Dominique Gautier

Partner

Paris, France
Phone: +33 1 53670-341
E-mail:

Fabrice Kahn

Partner

Paris, France
Phone: +33 1 53670-324
E-mail:

Delphine Mathez

Delphine Mathez

Partner

Paris, France
Phone: +33 1 53670-145
E-mail:

Jerome Petit

Principal

Paris, France
Phone: +33 1 53670-982
E-mail:

Nicolas Teisseyre

Nicolas Teisseyre

Partner

Paris, France
Phone: +33 1 53670-973
E-mail:

Germany

Björn Bloching

Björn Bloching

Partner and Head of Marketing & Sales

Hamburg, Germany
Phone: +49 40 37631-4446
E-mail:

Andreas Bauer

Partner

Munich, Germany
Phone: +49 89 9230-8316
E-mail:

Principal

Munich, Germany
Phone: +49 89 9230-8505
E-mail:

Partner

Munich, Germany
Phone: +49 89 9230-8790
E-mail:

Thorsten de Boer

Thorsten de Boer

Principal

Munich, Germany
Phone: +49 89 9230-8526
E-mail:

Michael Dohrmann

Michael Dohrmann

Partner

Munich, Germany
Phone: +49 89 9230-8276
E-mail:

Carolin Griese-Michels

Carolin Griese-Michels

Principal

Hamburg, Germany
Phone: +49 40 37631-4324
E-mail:

Rudolf Gröger

Partner

Munich, Germany
Phone: +49 89 9230 - 8036
E-mail:

Astrid Latzel

Principal

Berlin, Germany
Phone: +49 30 39927-3591
E-mail:

Lars Luck

Partner

Munich, Germany
Phone: +49 89 9230-8605
E-mail:

Patrick Mannsperger

Patrick Mannsperger

Partner

Munich, Germany
Phone: +49 89 9230-8798
E-mail:

Alexander Mogg

Partner

Munich, Germany
Phone: +49 89 9230-8310
E-mail:

Klaus-Peter Müller

Klaus-Peter Müller

Partner

Düsseldorf, Germany
Phone: +49 211 4389-2120
E-mail:

Regina Schmidt

Partner

Munich, Germany
Phone: +49 89 9230-8747
E-mail:

Tobias Schönberg

Tobias Schönberg

Partner

Berlin, Germany
Phone: +49 30 39927 3316
E-mail:

Martin Streichfuss

Martin Streichfuss

Partner and Head of Transportation

Düsseldorf, Germany
Phone: +49 211 4389-2193
E-mail:

Egbert Wege

Principal

Hamburg, Germany
Phone: +49 40 37631-4350
E-mail:

Luca Zuccoli

Partner

Frankfurt, Germany
Phone: +49 69 29924-6210
E-mail:

Italy

Maxime Charbonnel

Maxime Charbonnel

Principal

Milan, Italy
Phone: +39 02 29501-227
E-mail:

Roberto Crapelli

Roberto Crapelli

Partner and Managing Director

Milan, Italy
Phone: +39 02 29501-257
E-mail:

Edoardo Demarchi

Edoardo Demarchi

Partner

Milan, Italy
Phone: +39 02 29501-218
E-mail:

Mariano Frey

Partner and President of the Italian offices

Milan, Italy
Phone: +39 02 295 01-230
E-mail:

Japan

Isao Endo

Partner

Tokyo, Japan
Phone: +81 3 358 76-660
E-mail:

Takashi Hirai

Partner

Tokyo, Japan
Phone: +81 3 35876-660
E-mail:

Takayuki Kito

Partner

Tokyo, Japan
Phone: +81 3 35876-660
E-mail:

Satoshi Nagashima

Satoshi Nagashima

Partner

Tokyo, Japan
Phone: +81 3 35876-660
E-mail:

Daisuke Nakano

Principal

Tokyo, Japan
Phone: +81 3 35876-660
E-mail:

Poland

Krzysztof Badowski

Krzysztof Badowski

Partner

Warsaw, Poland
Phone: +48 22 3237-414
E-mail:

Romania

Codrut Pascu

Partner

Bucharest, Romania
Phone: +40 21 30605-00
E-mail:

Singapore

Chandan Joshi

Partner

Singapore, Singapore
Phone: +65 6622-5480
E-mail:

Switzerland

Carsten Henkel

Partner

Zurich, Switzerland
Phone: +41 43 336-8610
E-mail:

United Kingdom

Jacob Bruun-Jensen

Jacob Bruun-Jensen

Partner

London, United Kingdom
Phone: +44 20 30751-100
E-mail:

Partner

London, United Kingdom
Phone: +44 20 30751-118
E-mail:

Jonathan Rowan

Principal

London, United Kingdom
Phone: +44 20 30751-121
E-mail:

USA

Antonio Benecchi

Antonio Benecchi

Partner

Chicago, USA
Phone: +1 312 662 - 5510
E-mail:

Tim Manasseh

Partner

Chicago, USA
Phone: +1 312 662-5515
E-mail:

Further reading

Study on German consumer behavior: Brand loyalty on the wane

Study, 2008

Drastic changes are occurring in consumer behavior. Today's shoppers are extremely sensitive to price, while brand names are increasingly leaving them cold. Manufacturers of well-known brands risk losing growing swathes of customers unless they fast improve their brand marketing and price communication … >>

Eliten-Marketing

Reaching the elite – Marketing for decision makers

Book by Torsten Oltmanns, Christiane Diekmann and Vera Böhm (in German), 2008

Written by a team of Roland Berger experts, with contributions from leaders in the communications field, the authors examine how to conduct successful business-to-business information exchanges (B2B) … >>

Use the PRICING PILOT to scope out your pricing options

Use the PRICING PILOT to scope out your pricing options

Marketing & Sales Competence Center, 2007

Finding the optimal price is no easy feat, especially in light of a saturated market, increasing price awareness and intense competition. Established price management systems are no longer enough, making optimization even more challenging … >>

Changing values

Changing values

Speech given at Deutscher Marketing-Tag, 2007

In the past, traditional socio-demographic data and purchase behavior patterns allowed companies to make sound judgments about consumers’ values and desires … >>

G. Corbae et al., Marketing 2.0

Book, 2003

The world of marketing has shifted from product-oriented marketing to consumer (or relationship-) oriented marketing. As a result, developing and cultivating direct customer relationships and building customer trust have become key success factors. … >>

your expert contact

Björn Bloching

Björn Bloching, Partner and Head of Marketing & Sales