Marketing & Innovation

Marketing and innovation in Morocco: situations addressed

The department first steps in when a new business launches. In that case, the work runs from the market study to the business plan.

It also supports established organisations whose positioning has lost clarity. The offer sometimes fragments, or communication no longer reflects the strategy. These situations call for a full reading of the market: demand, competition, regulation and channels.

For marketing and innovation in Morocco, public data, particularly from the Haut-Commissariat au Plan, feeds the market analysis. The chosen positioning therefore rests on verifiable evidence.

The department belongs to the Strategy & Operations pole, one of the firm's four poles. Based in Marrakech since 2014, ASKonsult also offers a dedicated package for very small, small and medium-sized businesses.

Approach and interventions

Each assignment starts with a preliminary diagnosis, then a 360° strategic diagnosis. This diagnosis covers the market, the offer, the sales organisation and communication. The founder leads every assignment directly.

Interventions cover in particular:

• market studies and competitive analyses;
• segmentation and targeting;
• positioning, then offer architecture;
• pricing policy and brand strategy;
• business plan and financial modelling of the launch.

The deliverables follow the same logic: diagnosis report, market study, positioning platform, price list, brand platform and marketing plan. Finally, the department supports the launch of new businesses.

Across marketing and innovation in Morocco, the goal remains a reasoned positioning and a structured offer.

Marketing and innovation in Morocco: related tools and services

Several tools and services of the firm extend this work. They mainly concern communication, brands and intangible assets:

• Workbook – Communication action plan;
• Questionnaire – Inventory of intangible assets;
• Template – Rules of use for a collective mark;
• Brand and intangible assets consultation;
• Communication action plan, as a full assignment.

The inventory of intangible assets usefully comes before any use of a brand. In addition, the rules of use for a collective mark concern supply chains and territorial initiatives. Depending on the file, other departments of the pole then complete the assignment.