Noochee Solutions offered application software for the converging merchandising, communications and content provider industries. Their products provide infrastructure for customer relationship management (CRM). SmartMarket™ supports all phases of the customer lifecycle, from prospect to service, and links customer requests to fulfillment systems through the patented Digital Knowledge Plant. SmartComp™ addresses the complexities of commissions and payments due company personnel as well as partners and suppliers. Cisco was a major shareholder before MIH Limited acquired Noochee in November 2000.
Noochee contracted Loudthink® to assess and redefine its market positioning. As a new entrant in the burgeoning CRM field, Noochee sought focus for its efforts so that it might establish significant marketshare among the telecommunications customers. Furthermore, solid positioning would greatly help the bid for merger with Mindport (the technology division of MIH Limited).
The Loudthink® team reviewed existing marketing materials — including the FAQ sheet, corporate overview, whitepaper and analyst presentation. They met with key members of executive management and marketing. The deliverables:
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Determined where the Noochee offering (both software and service) fit in the market | |
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Recommended target markets and defined a value proposition for each | |
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Enumerated missing marketing materials and the essential elements of Noochee branding | |
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Demonstrated proposed revisions to branding and the value proposition with a prototypical sales presentation |