win more clients. grow your business.

Audit & Assurance

Audit and assurance is all about meticulous data analysis. Everything needs to be checked, double checked, and triple checked.

Global consumer insights

Rapid solutions to the most complex business challenges with cooperative process-driven.

Thought Leadership

A solution is proposed, from here you can action the plan with just outline assistance.


Travel and Aviation

Company that offers design and build services for you from initial sketches to the final production.

Local Business

We consider all the drivers of change - from the ground up and we'll motivate and support you to make the change.

Consumer Products

Design repeatable growth models and innovation pipelines that generate new products with higher potential and lower risks of failure.

Financial Services

We work buy-side and sell-side and give our clients hard-hitting and objective answers and focus hard on the best opportunities.

Energy and Environment

We work across all the major geographies, meaning we understand the underlying drivers in construction markets.

Transport & Logistics

Scheduled transport operations, from broad market trends and strategy to the development of integrated commercial strategies.

Doing the right thing,
at the right time.


To help entrepreneurs get their act together
before they talk to investors.

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Ways To Make Money On The Internet

Due to the rapid rise of the internet over the past decade or two, many of us consumers have noticed opportunities to be able to use the platform as an area to make money, mainly due to it being a new market. However, now as the internet has settled and a lot of business ideas have been formed, their now might be limited ideas to create a profit online. However, we have found this to be untrue, with their still multiple ways to create money online quite easily and below we look at our favourites.

How to start a cosmetics business

Finding a job in Italy today is very difficult, so most people choose to set up their own business; in fact, opening a cosmetics shop is an excellent idea as in recent times this activity is very fashionable. However, it is important not to get confused with normal perfumeries, even if they have a corner of the shop dedicated to cosmetic products. In this regard, here is a guide with some tips on how to start a cosmetics business.

The Benefits Of The Internet For Businesses

The rate that the internet is evolving at during its current trajectory make it one of the most impressive inventions during the modern-day life as the reliance that we all have now on the internet is astonishing. The internet can now be used to get about our everyday tasks and lives but one of the main reasons as to why it is used is for businesses to thrive online and for consumers to do their online shopping and below, we look at the benefits that businesses receive from having a business online.

What is mass marketing? Mass marketing example

Most of today’s marketing strategies revolve around terms such as segmentation, specialization, buyer persona, geolocation, etc. In other words, concepts emphasize the public’s differentiation and the products or services for each segment. However, in this sense, mass marketing goes against the tide. So much, so that many already considered it an obsolete technique.

What is mass marketing?

mass marketingMass marketing or undifferentiated is one whose goal is to create strategies for spectrum widest possible audience, regardless of the usual factors for market segmentation.

Colloquially, it is a marketing strategy that seeks to impact everyone without distinction of their gender, age, location, tastes, hobbies, cultural level or behavior in the market.

This type of marketing seeks to implement a single global strategy aimed at the general public to achieve the brand’s commercial objectives in one go.

For this reason, this strategy could also be defined as the opposite of concentrated marketing, which focuses on segmenting the audience as much as possible to impact them with highly personalized advertising messages.

Normally, mass marketing is used when promoting so-called mass consumer products. These are products or services in high demand and that are necessary for all strata of society.

When offering generic products oriented to the general public, it is more difficult to obtain competitive advantages, focusing on offering superior quality to the competition or more competitive prices.

Read more about network marketing from here.

Characteristics of mass marketing

Mass marketing is a strategy that uses promotion through mass media with a great reach. For example, television, radio, written press or internet platforms such as social networks.

On the other hand, it is intended for the promotion of basic necessities. They are products or services that everyone consumes and that consumers want to obtain at a good quality/price ratio. An example would be food, soft drinks, personal hygiene products, etc.

Another characteristic of mass marketing products is that they tend to be of fairly limited quality. They often sacrifice quality in favor of price. An example is the private labels of supermarkets.

This fact is completely intentional. Manufacturers seek to make products of limited quality to reduce production costs and ensure that they will need to buy the product again in the future. This is what is known as planned obsolescence.

From the previous paragraph, it can be extracted that mass marketing is used on recurring purchase products. In other words, consumer goods that the user usually buys periodically.

Examples of mass marketing

A clear example of products that are the object of massive marketing are those destined for food or soft drink brands. Mainly those that are intended for the general public and that have a broad market sector. For example, Coca-Cola’s strategies tend to be mass marketing, but other novelty soft drink or energy drink brands perform greater segmentation in their advertising to specifically target a young or athletic audience.

Another example is personal hygiene products. For example, everyone consumes toothpaste. It is a product that is not made for a specific consumer. Manufacturers seek to convince as many people as possible about the advantages of using their toothpaste over the competition. Hence the brands that emphasize their toothpaste properties, such as anti-tartar, protection against bacterial plaque, etc.

There are many more examples of mass marketing. Think of a large company that markets a staple product or that everyone uses. For example, the advertising of mobile phone companies also targets the widest possible audience.

Or what about the sale of furniture or home accessories? Everyone needs to furnish their home, so many brands seek to reach as many users as possible. This does not mean that many brands make a segmentation to digitize a specific group of users. For example, IKEA can run a massive marketing campaign and complement it with others aimed at newly married couples who have just had their first child.

mass marketingAdvantages and disadvantages of mass marketing

What are the main pros and cons of mass marketing? Is it still a recommended strategy in these times?


The main advantages of mass marketing are:

It has the potential to reach a large number of users. Your target audience is very broad, which increases the possibility of obtaining good customer numbers despite having a low success rate.
The investment of time and money in research is less since in-depth studies on different market segments are not required.
It is especially useful to reinforce the image of already established brands and that have a significant market share.
It is also ideal for promoting the so-called “star products,” which enjoy great popularity. To see the different phases that a product goes through, we recommend reading our article on the BCG matrix.
It is a strategy that can be oriented towards economies of scale, which results in lower costs in the manufacture of products.


One of the great disadvantages of mass marketing is that today the market is increasingly segmented due to product saturation. Users often look for specific products that stand out from the rest. Brands know this and invest a lot of time and money in locating their buyer persona or their target to impact them with the right messages. These types of personalized messages will always be much more effective than generic messages.

On the other hand, mass marketing makes use of the so-called shotgun technique. It is based on firing many shots in the hope that some of them will hit the target. However, these days this strategy is more like killing flies with cannon shots. You can take a lot of shots, but if you don’t aim at your target, none will hit the target.

And worst of all, being a unique strategy focused on a global audience, failures can be outrageous. It is not the same to fail with a specific product. Few units are manufactured and aimed at a specific population group than to fail with one for general consumption, which is the company’s main economic support.

Does mass marketing have a future?

Some many authors or marketers claim that mass marketing has YES disappeared. The main reasons are the development of communication channels, which have caused consumers to be more and better informed and the audience more segmented.

In this situation, it is essential to look for the differential factor over the competition, find that market niche that allows us to stand out, or perfectly know the target to offer personalized products and services.

However, you could say that mass marketing has NOT disappeared and that, in reality, it never will at all. There are times when it resurfaces strongly, such as times of economic crisis. Also, it may be outdated in Western society or other developed countries. Still, it is not so outdated in other parts of the developing world, where consumer knowledge is not as extensive.

What is Degree of Leverage?

The Degree of Leverage is the ratio between the indebtedness of a company and its own resources. Taking into account the profitability of recent years.

Recommendations on using Succession Management Program for businesses

The growth and success of an IT company depend largely upon its ability to utilize and retain its human resource. Any IT initiative, to prosper, must know how to identify its talent and must be able to retain them for a longer duration. High-potential employees must be identified and must be nurtured in due course giving them surplus opportunities and instructions on how to develop their careers, and at the same time keep contributing to the growth of the company. With the cut-throat competitive market, the retention of talent is quintessential for an organization and is detrimental to its growth. A comprehensive succession management program is hence necessary for an organization to help retain its valuable human resource;  the people who can step into key roles as and when required. Statistically speaking, in a recent survey, it was found out that on average, an IT employee receives 34 job offers each week, while it was also found out that 81 percent of the workforce is open to new job invitations even after being happily employed. In such a scenario, it is the onus of the leader of the company to deploy strategic succession management.

Here are 5 recommendations on deploying a successful succession management program-

1. Rigorous exhaustive program

Ensure that your succession management program has depth, and it reaches all levels of the organization, and not just the senior positions. Each employee of the organization must realize that there is an opportunity for growth within the company for them and that the value which they bring to the company is recognized and rewarded. A loud and clear message about the career paths and future opportunities must be given to the employees so that they can believe that there are growth prospects within the company and they don’t need to look for it outside. Each and every position of responsibility within the company must be treated with equal respect and hence, the succession management program must have sufficient depth.

2. Correct approach

An appropriate approach to implement your program is also critical. There can be two approaches, therefore. One can be to identify the key positions first and then the high performing individuals to fill up those posts. But then, that would violate the first rule, as mentioned above, because in that manner we would be identifying the top positions only and would work for those crucial positions only thereby creating a kind of disparity amongst the workforce. Hence, this approach must be avoided. The second approach, which involves recognizing and developing the potential employees first, and then filling them into the key positions, is much better. This approach would give a fair shot to everyone to compete for a position within the company. Then, the performing individuals can fill the posts depending upon their professional goals and the company’s business needs. This method also helps in maximizing employees’ leadership skills.

3. Define your program criteria

On what criteria do you want to recognize the potential of your employees? What is it that your company requires? What qualities/skills are needed for each role? By defining such things clearly, it becomes easy for both, the organization as well as the employees to orient themselves accordingly. On one hand, the company now has clearly demarcated its requirements and has shown its employees what exactly it is looking for, and on the other hand, the employees now have a clear picture in their minds about the role which they’d have to fulfill and can decide accordingly based upon their own professional targets. Hence, it is a win-win situation for both parties.

4. Effective communication

Lack of proper communication has often proved out to be the difference between a successful and an unsuccessful organization. Employees must know that they have been tagged as high potential employees so that they themselves can realize their own worth within the company. Once they know that the work that they have been doing has been recognized by the company, and there are rewards on offer, it will work as  a morale booster for them and they would work more efficiently. There has to be transparency within an organization, as in, the principles and the programs of the company as well as the requirements must be properly communicated amongst the employees. Once the workforce knows what exactly is required of them, they would align their work accordingly and adapt to the working conditions and prerequisites more effectively.

5. Proper reviews and changes

The needs of the market, as well as that of a business, keep changing from day to day. Hence, the program must also change accordingly. New skills must be assessed and new roles must be identified if need be so that the demands of the market are met appropriately. The requirements of the company may change according to the existing conditions. Hence, the changes must be properly implemented, and at the same time, they must be circulated among the employees so that they too can adapt to the change too.

Following these steps would definitely help an organization to identify, assess and nurture their human resource in an effective time-bound manner and would prevent the departure of their high-potential employees.

What is attraction marketing

what is attraction marketing? Attraction marketing is the culmination of your marketing efforts to attract customers to your brand. As with any other marketing strategy, attraction marketing focuses on differentiating your brand from your competitors by making your business attractive to potential buyers.

What is attraction marketing?

This is achieved by developing a brand marketing strategy that takes into account the following aspects:

The evaluation of your objectives.
It is able to measure your performance.
You are adjusting your plan using metrics.
Attraction marketing is about making your brand more attractive to the people who buy it. As well as attracting them through internal marketing. The two of you work hand in hand and should be a mainstay of your efforts. And it all starts with your attraction marketing strategy. There is no one right way to promote your brand, but there are many proven ways to do it.

what is attraction marketingElements for a good Attraction Marketing

However, the strategy alone does not necessarily flow through your customers. But your story does, and the way a story is created is how to give your brand a lasting impression on your customers. Be careful, though, as storytelling and storytelling are two very different things.

A.- Your website

Your brand story lays the foundation for who you are and what you do. And, if done correctly, it will be what your buyers will admire as they meander through your sales funnel. Of course, all that great story branding will be in vain without a quality website and good SEO; which is exactly why you need to strengthen your website; to be seen.

Of course, it’s your online presence that affects your attraction marketing campaigns. The gateway to your brand story and attraction marketing as a whole is through your website. This, therefore, may be your most valuable sales asset. Most importantly, it puts you on an equal footing with your competition through the necessary exposure on the Internet.

Bringing people closer to that site comes down to search engine optimization. And this encompasses both the organic process and the pay per click optimizing your website for better results. While SEO is an intrinsic tool, the quality of the content your site provides is what keeps buyers there and hooks them into your sales process.

B.- Content

Possibly one of the most useful parts of attraction marketing for your business is becoming the leader in your industry. Buyers and other industry leaders alike will turn to your brand to help solve their problems as it makes them more aware of the problems they face.

However, thought leadership is more than just having quality content and making that content relevant to your target audience.

It’s about the whole set of broadcasts of your brand, who you are, and what you know about your industry and the solutions that you have available through many different avenues. Social media, trade shows, marketing metrics, and leadership development are vital pieces of your thought leadership toolkit.

More than that, the importance of thought leadership to your brand is to continue to establish yourself higher than the rest of your competition by delivering what you already know and transmitting it in a way that draws people to you.

C.- Lead nurturing

Once you have a clue, be it from a trade show, through your inbound marketing, or through social media, it’s time to nurture them through your sales process and guide them through the buyer journey.

While there are many ways to nurture leads, you need to identify how your specific buyer responds to different stimuli to get sales.

Tactics, including drip emails, lead promotion campaigns, and remarketing, are tools that should be part of your lead nurturing toolbox.

All about attraction marketing

Without a doubt, what you are surely wondering is why attraction marketing is useful for your business. Think of inbound marketing as the magnet that draws customers to your overall brand. The Deepest Aspects of Attraction Marketing; like the web, the content, and the brand’s history, make your brand something that sticks to them.

With attraction marketing, the benefits and advantages you will get are practically endless. However, there are some key advantages and benefits. The best include:

1.- Generate sales

Perhaps the best thing about attraction marketing is that it can make you more sales than you imagine. Sure, you may be fine with your strategy, but you may be losing more sales if you’re not using this type of marketing.

When you attract people and communicate with them in a way that resonates with them, they will be more inclined to buy from you.

Even if the people you are targeting don’t buy something right away, they might come in the future. As time goes by, you can see many repeat customers. Regular customers are the best customers as they translate into regular profits.

2.- Build and maintain relationships

In any type of business, especially those that are online, relationships are everything. Whether it’s new clients or someone who’s been a customer for years, the relationship you have with them or want to have is crucial to your success.

This leads to another benefit of attraction marketing. It can help you cultivate new relationships and establish a relationship with new clients.

It takes a lot of work to get people interested in what you are selling or offering. It takes even harder work to get people to join your email list.

When attraction marketing is done the right way, then those things become easier to do. Before you know it, you’ll be building, maintaining, and strengthening your relationships with prospects, new customers, and current customers.

3.- Build a massive email list

If you want to build a list of qualified prospects and increase your chances of making sales in the future, it’s ideal to create an attraction marketing campaign.

You can create a campaign for the sole purpose of building an email list of subscribers who will eventually express even greater interest in whatever it is you’re marketing. Even if you do not offer products or services, you can benefit from having a large email list.

4.- Create trust

If you want to build trust with people almost immediately, then attraction marketing can do that. If you convey information engagingly and honestly, people will trust you instantly. Afterward, you can cultivate your relationship with these people, which will build even more trust.

It is important to emphasize that attraction marketing must be done so that it does not become exaggerated information about what you are offering.

If prospects think you are overstating the price of a product, service or anything else, then they may consider it untrusted. Just be careful how you do your marketing.

5.- Work on branding

Marketing can do wonders for a brand, even one that is just starting out. If you have just arrived in multi-level marketing or the world of Internet business or have just launched a website, you will have to do everything possible to build your brand.

Attraction marketing involves using methods that will quickly establish your brand and win people’s trust virtually immediately. And you will make sales.

Another tip is to truly believe in what you are marketing. If you believe in what you do and you use attraction marketing, your brand will grow faster than you can imagine. Before you know it, your brand will be recognized on a grand scale.

6.- Build an audience on social media

Don’t underestimate the power of social media. If you don’t have a large or medium following on social media, you miss a great opportunity.

The greater the number of followers of your social networks, the more sales you will make and the more chances you will have for your products; services or information go viral due to your followers sharing your posts, website link, etc.

This leads to another benefit of using attraction marketing. It can be used solely to create followers on Facebook, Twitter, Instagram, and other social media sites. Just use specific attraction marketing tactics and before you know it, your brand will become a familiar image on social media.

How to become a marketing consultant

Becoming a good marketing consultant isn’t easy, but several ways can lead you to success. Therefore, in this simple and comprehensive guide, we will see How to become a marketing consultant. At this point, continue reading this guide, following the advice to pursue your set goal.

How to become a marketing consultant?

How to become a marketing consultantThe marketing consultant’s figure needs to have a solid foundation of knowledge inherent to the tasks he will have to perform. Therefore, it is required to carry out the studies related to the work environment you are aiming for. To deepen the subject in question, it is possible to follow degree courses linked to economics and sociology faculties. Alternatively, it is possible to enroll in specialized classes, present in one’s city, which can offer the necessary knowledge to carry out this kind of profession.

Participate in internships

Once you have obtained the cultural background and the adequate knowledge to be able to act in this work sector, it is advisable to participate in internships to test the knowledge acquired in the field and, at the same time, create a database of tips or company names which may be interested in hiring you in the future. Among other things, you will be able to enrich your Curriculum Vitae, which never hurts.

Search for the job

The last step, on the other hand, concerns the search for the actual job. It is essential to periodically check the job advertisements in the newspapers or on the Internet. In this regard, the advice we give you is to look for job offers every day. Subsequently, once you have found the advertisement that is right for you, it will be possible to send the Curriculum Vitae to the most interesting proposals. This represents a field of work in which there is a lot of competition, so it is a good rule always to know how to show what you can do and have charisma and be sure of yourself. At this point, show up for the job interview in the best possible way. It is essential not to show uncertainties, safely placing himself and trying to prove that he deserves that place more than any other, especially for the various skills acquired. However, it is necessary to know that it will not be easy to beat the competition in a period. Never give up!

Characteristics of a good marketing consultant

How to become a marketing consultantThe strategic marketing consultant must be carefully chosen. He plays a fundamental role in determining your business’s success: he will have to develop an effective marketing strategy aimed at obtaining a high ROI.

But what are the characteristics of a perfect marketing consultant? Here are the qualities that must not be missing in a strategic partner.

He is passionate about marketing

The perfect consultant loves marketing. He keeps himself informed on sector blogs, is in contact with influencers, analyzes case studies. In short, he tries to know in-depth every aspect of the marketing world to improve his working skills and always offer you the most effective solution.

It is precise and organized

Only those who have excellent planning skills can develop an effective strategy that can lead to concrete and measurable results. Your consultant, therefore, must have proven organizational skills, attention to detail above the norm and exceptional time management skills: in this way you can be sure that the strategy he will develop for you will be perfectly planned.

He has excellent communication skills

The person in charge of planning your strategy must know the most appropriate way to define your company’s image and spread it on the right channels. For this reason, his communication skills, both verbal and written, must be impeccable, to say the least.

Possesses the ability to simplify and explain a problem

The marketing consultant must be an aid to your marketing strategy, not a hindrance. If there is a problem, he must explain it simply and directly, without however omitting anything: this is the basis for creating a relationship based on trust and transparency.

How to start network marketing

With the advancement of technology and the increasingly sophisticated means of communication, the use of the internet is now within everyone’s reach, to the point of being even indispensable for our lives during daily activities. This allows us to carry out the most diverse activities to that now we can no longer do without it! The term “network” is increasingly widespread and is often associated with the famous “social networks,” such as Twitter or Facebook, in short, the most disparate means with which we usually communicate every day. For some years now, within the “work” sector, we have also heard about “Network Marketing.” This guide comes from the need to explain how to start network marketing, an activity that has now spread like wildfire and that, with good knowledge, allows you to obtain good earnings.

How to start network marketing?

  • how to start network marketingPersonal computer.
  • Spirit of the initiative.
  • Telephone and Fax.
  • Email address dedicated to your business.
  • Website and its domain.
  • Minimum computer knowledge.
  • Have a small catchment area for the initial launch of your business.

Define the concept of Network Marketing

In recent years, the spread of online work activities that promise earnings with minimal effort has made the role played by the so-called “Network Marketing” increasingly “debated” and misunderstood, the skepticism on the part of the common opinion derives precisely from the fear of finding yourself in some scam. This is defined as a business strategy that allows companies to sell their products, guaranteeing a profit-based not only on their work but also on the sales of agents belonging to their network. The earnings depend on the popularity of the product in question.

Start the business

Starting this type of activity is not entirely simple, but it can be a stimulating and extremely rewarding experience, especially once you understand the activity’s pace. While starting a business of this type does not require an economic investment, it is equally true that none of us like to waste our time with an activity for which, after all, we are not even suited, therefore in the end, a certain passion for the entrepreneurial sphere, or in general the economic one, is quite fundamental. Therefore, the advice is to inform yourself well before embarking on this path and on the tasks that you will have to take on to achieve the set purpose, obviously resorting to an informed person who is a professional in the sector.

Make the layout of the website

The website’s layout plays an essential role for maximum success, so it must be drawn up with the utmost attention, evaluating every detail well. It absolutely must not be distracting. It must not be boring, and the first rule to follow is undoubtedly the one you identify with the future reader. You must aim at experiential marketing, using colors that are closer to the target of the product. Furthermore, the choice of the product on which you decide to focus your marketing is very important. Since it is a type of income that occurs by rent, it is essential never to leave alone the agents who can “recruit” within your network, always remembering that a percentage of their turnover will also affect our final income. For yale reason, constantly updating your contacts on your site is vital.

Having a website does not mean that it immediately attracts thousands of people. Advertising it correctly (obviously without spamming) is essential. Word of mouth, in this sense, can undoubtedly be a great start. Also because, if we stop and think about it, we all do “Network Marketing” every day, even simply by recommending a restaurant where we ate well to friends or relatives.

What is Autocratic Leadership

Autocratic leadership, also called authoritarian leadership, is one of the elements present in negative leadership and generally occurs in people who occupy positions of power and not necessarily democratically appointed, but because of technical skills or experience in an area.

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