Media & Entertainment Industry Impact - BCG Case Studies

The online business was relatively new for the client. It turned to BCG for help transforming itself into a leading online presence. Building relationships with consumers and key advertisers was critical to this effort. The project focused on two key areas:

REDESIGNING THE SALES FORCE

• Diagnosing and segmenting clients
• Conducting a client survey
• Building a sales strategy

DESIGNING OPERATIONS AND CUSTOMER-RELATIONSHIP MANAGEMENT (CRM)

• Benchmarking competitors and studying best practices
• Analyzing consumer behavior

BCG's analysis showed that a strong sales force is the source of competitive advantage. The project team:

• Created a disciplined plan-do-check-act cycle to ensure regular visits and value-added consulting services
• Designed sales-management tools
• Developed a profile of target customers
• Clarified costs associated with customer acquisition

The team also found that effective use of direct-to-consumer relationships creates competitive advantage. Therefore, the project:

• Built one-on-one relationships with consumers
• Introduced CRM and consumer analytics

The company conducted a pilot to test BCG’s recommendations. The success of the pilot persuaded the client to implement the recommendations. As a result, online profitability increased more than two times faster than that of print media.