What We Do

Our Biases

Service/Product Development and Reengineering

abewini Consults is capable of and comfortable developing services/product solutions – from bottom up. We understand that for solutions to everyday bottlenecks to be effective, they ought not to be perpetually stuck in time nor confined to a certain space. We are also humbled by the wisdom that not every bottleneck deserves a solution built from scratch. The solutions to many demand limitations in society, we have come to understand, sometimes already exists (albeit in a dysfunctional state), and may only need to be reengineered.

Through the unique gift and exercise of unparalleled troubleshooting skills, insights acquisition, collaborative stakeholder consultations, and joined-up information sharing, the team at abewini Consults guarantees its clients of arriving at a service/product development or reengineered solution that is apt, practical and relevant to all stakeholders concerned.

Market Development and Segmentation

Saturated markets, wrong targeting and placement, mismatch between demand and supply, stale routes to markets, and several other market inadequacies stirs a fire deep in the belly of the team at abewini Consults. We see and recognize several misfits in the relationship between service/product and markets all around us. It is common (but less obvious to many) to see that some firms operate in the wrong market segment even though the service/product they offer by itself is apt. Sometimes, such irreconcilable mismatches are a function of time lapse and/or lag.

The team at abewini Consults describes the debacle of misfits and mismatches as an attempt to ship a giraffe across the globe. With deep market analysis techniques and tools at hand, we are able to conduct a proper diagnosis of the root cause of the problem and then proceed to unpack the solutions tailor-conceived to arrest the limitations identified. This is one of many areas where we believe desktop solutions are ineffective. The wealth of individual experiences of the team at abewini Consults is the reason to believe in our success in this area.

Promotion Design, Implementation and Measurement

If media advertising (specifically ATL) is the stimulant that drives awareness creation, then promotions are the fuels that drive consumer/customer consideration and subsequently trial. Promotions, when properly conceived and brilliantly executed, have and continue to unlock growth for many firms regardless of their offering (services or products). Ironically, Promotions could mark the end of the service/product (thus; user relationship), when poorly crafted and abysmally executed. By inference, suffice to say promotions, however formidable, have limitations. Key success factors may vary based on the nature of the service/product offering, balancing act between cause and effect, quality, time and place of execution among several others.

We at abewini Consults acknowledge the power of a well thought through and brilliantly executed promotion. It is our belief that before the idea of rolling out any promotion is conceived, one must first be clear in the mind as to the job to be done. A wrongly diagnosed problem would feed into a wrongly conceived solution (promotion) thereby creating a disjoint between actual and expected outcomes. In promotions, as in everything else that we do at abewini Consults, desktop solutions have no place in our operations. We always tackle the job to be done from end to end and our solutions are built from bottom up. The team also believes in the relevance of knowledge transfer, each time benchmarking KPIs and outcomes with global standards. The solutions we arrive at may be of local relevance, but the standards of execution measure up to international standards.

Advertising/PR Strategy Formulation, Execution and Evaluation

Branding could be a function of advertising but advertising is not particularly branding. Advertising is many things beyond branding. The relevance of advertising can never be overstated. Advertising and advertisers play a key role in the entire value chain/lifecycle of many services/products. It is the vessels that allows for an interaction and subsequently a relationship to be established between a service/product, and its users. Without advertising, no service/product can develop and nurture a personality. But then again, what is a service/product without a clearly defined personality. Ergo, the best service/product offering in the world are those with a clearly defined brand purpose and personality. The advertising need in the marketplace is infinite. We can and should get it right first time and all the time.

At abewini Consults, we are equipped with the wherewithal to generate, improve and correct your advertising story in the most efficient and practical ways possible. We strive to first establish the exact ‘advertising need’ of the service/product; especially so because, we are humble enough to understand that there may not be an advertising need in some very rare cases.

The advertising effort, we also acknowledge, does not sit in isolation of the service/product promise (to its users), nor does it ignore the economic motivations for its (service/product) creation. Consequently, we at abewini Consults employ ethics to help us reach an acceptable balance between service/product promise and economic benefits. Ethics and being ethical drives the way we deliver solutions in our firm. We also recognize that the principles of advertising, ever so beneficial to services/products, could be applied to organizations and/or individuals. This is achieved through the channel otherwise referred to as PR.
More importantly, we are mindful that advertising is the most flexible function of marketing and for that matter spare no effort at ensuring that we (the client and us) have fun getting the job done.