Case Study1: Achieving Marketing Supremacy　　Situation:Three years ago, Monitor Group set out to help a global pharmaceutical company understand the likely evolution of its industry and the capabilities it would require to sustain its position. After a short study, the client and Monitor Group team leaders decided to focus on the companys marketing capabilities as the key competency necessary to compete in future.　　Monitor’s Effort:Leaders from Monitor Group quickly assembled representatives from Market2Custo mer and Monitor University to help design and deploy a wholly new approach to understanding current and future customer behaviors, marketing planning and strategy development, and to create a marketing skills program.　　Experts from Market2Customer embarked on developing a customized set of tools to assist the companys marketing group develop robust, product-specific marketing and branding strategies.　　Monitor Group consultants were and continue to be instrumental in helping the client utilize an entirely new marketing paradigm for planning product launches, allocating marketing and sales resources and competitive product positioning.　　Based on this new approach, Monitor University developed, designed and delivered a comprehensive set of executive-level marketing training courses to broaden the companys overall capabilities.　　Result:Development and codification of a comprehensive set of tools and principles to inform marketing strategy development.　　An increase from 10 percent to 22 percent in the average annual sales growth of an established drug.　　Year one savings of approximately $20 million in media spending for one product alone as a result of effective targeting.　　Extensive marketing training for more than 450 managers. 　　Case Study 3: Achieving Differentiation　　Situation:A leading chemical company, concerned that its cost leadership position was eroding due to the entry of lower cost players with newer technology, discovered that it could regain a competitive advantage by providing differentiated service levels to distinct customer segments, and by reconfiguring its supply chain to improve service levels.　　Monitor’s Effort:Monitor Group leaders recognized that the chemical company lacked critical knowledge of service level costs and did not have a sufficient vision for quickly and efficiently reconfiguring its supply chain.　　Monitor Group leaders sought the participation of Decision Architects to devel 　　Case Study 2: Enhancing Market Share　　Situation:A global leader in the beverage industry looked to enhance its share position in several key Asian markets. The company was particularly frustrated with a disparity between the high percentage of consumers who claimed that they intended to buy their soft drinks and the actual number that did.　　Monitor’s Effort:Monitor Group leaders brought together resources from the Action Company, Market2Customer and Decision Architects to diagnose the problem and create tools that would ultimately assist in the formulation of action plans for the client.　　Action Company consultants reviewed the clients existing distribution capabil ities, marketing efforts and competitive position. They found that while marketing managers closely monitored the needs of customers, the needs of the sales channel were less well understood.　　Market2Customer designed and executed a market research study which created a needs-based segmentation for each channel. As part of this work, M2C did a statistical analysis which allowed the client to make tradeoffs between pricing,product mix, and service levels.　　Using primary research generated by Market2Customer, Decision Architects built a dynamic market simulation model which allowed the client to test the financial impact of various pricing, product and distribution options.　　Result:Shift in management thinking: the clients management team began to realize the importance of marketing to the sales channel, our work led to the formulati on of marketing strategies by channel segment which, in turn, led to more effective utilization of marketing resources.　　Development of methodologies for assessing channel needs: the model created by Decision Architects provided a lasting mechanism by which managers were able to evaluate the effectiveness of sales and marketing initiatives continually.　　Increased volume: changes to channel service levels, pricing, and product mixresulted in as much as 30 percent increases in volume growth within 12 months.