Augustus Hall Limited Consulting and Advisory

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NOTE: This Brochure aims at dissecting all services under our CONSULTING & ADVISORY business unit ONLY.
CONSULTING & ADVISORY

enquiries@augustushall.com | www.augustushall.com
Table of Contents
Why Choose Us?..........................................................................................................................................................................................................................................6
Our Code of Honor .....................................................................................................................................................................................................................................8
Our Client Charter......................................................................................................................................................................................................................................9
Our Consulting Perspective.................................................................................................................................................................................................................10
Our Core Consulting & Advisory Expertise Includes: .......................................................................................................................................................11
Do You Have Need For Data?......................................................................................................................................................................................................13
Unlock Your Business Potential With Better Data Analysis By Design….......................................................................................................................13
…Get the Answers You Need From Your Data ..........................................................................................................................................................................13
Customized Services ..............................................................................................................................................................................................................................16
Anti-Counterfeit Research and Consulting....................................................................................................................................................................................17
Expertise in Anti-Counterfeiting Research and Consulting...........................................................................................................................................18
Business Partner Selection..................................................................................................................................................................................................................19
Business Partner Selection Model:..........................................................................................................................................................................................20
Competitor Analysis...............................................................................................................................................................................................................................21

Competitor Analysis Model:.......................................................................................................................................................................................................22
Consumer Research ...............................................................................................................................................................................................................................23
Our Consumer Research Outline..............................................................................................................................................................................................24
Country Research....................................................................................................................................................................................................................................25
Site Selection Model:.....................................................................................................................................................................................................................26
Cross-Border Consulting ......................................................................................................................................................................................................................27
Our Consultancy Services Include, But Not Limited To The Following:.....................................................................................................................27
Cross-Border Consulting Services Include:..........................................................................................................................................................................28
Customer Decision Dynamics Analysis ...........................................................................................................................................................................................29
A B2B Customer Decision Dynamics Model:........................................................................................................................................................................30
Customer Value Co-Creation Consulting.........................................................................................................................................................................................31
Augustus Hall Limited’s Customer Value Co-Creation Process involves the following steps:...........................................................................32
New Value Innovations that may emerge from this Consulting Work Stream may include: .............................................................................33
Customer Value Co-creation Consulting................................................................................................................................................................................33
Decision Analytics...................................................................................................................................................................................................................................34
Augustus Hall Limited’s services in Decision Analytics include:..................................................................................................................................35
Ethnography .............................................................................................................................................................................................................................................36

Ethnography:...................................................................................................................................................................................................................................37
Geo-Marketing..........................................................................................................................................................................................................................................38
Geo-Marketing:...............................................................................................................................................................................................................................39
Market Environment Research..........................................................................................................................................................................................................40
Holistic Market Environment Research Model:..................................................................................................................................................................41
Market Sizing and Feasibility .............................................................................................................................................................................................................42
Market Feasibility Model:...........................................................................................................................................................................................................43
Price Research..........................................................................................................................................................................................................................................44
Price Research Model:..................................................................................................................................................................................................................45

Consulting & Advisory:
Our Solutionsfor Nigeria
Lagos, NIGERIA
Augustus Hall Limited (RC. 912580)
www.augustushall.com
Tel: +234 (0) 802-977-2849; +234 (0) 702-534-7079
Tel: +44 (203)-5140-885
Fax: +44 (203)-5140-872
P.O. Box 4528 Surulere, Lagos State, Nigeria
enquiries@augustushall.com

Why Choose Us?
We all know that every launch, market entry and growth plan starts and ends with research. To use a military metaphor,
research insights map the terrain on which the battle is fought, and measure the contribution of each battle to the wider war
after its conclusion. Research is not a substitute for leadership and insight; it is a test of intuitions. It builds consensus within
the team by appealing to the one thing standing above each person and department’s biases and vested interests – the facts.
This is what research can accomplish.
Good research, on the other hand, does much more. It calls out those “unknown unknowns” that will become evident after you
gain a better understanding of the market. It generates ideas from customer and industry insights refracted through the prism
of expertise and experience. Good research is far better than a litany of verbatim comments from customers, or a mass of
statistics devoid of context, that is of no relevance. Good research is your best investment.
Three big barriers exist to impede good research in the 21st century:
Research that makes you say, “So what?”
The term “insights” could now be the most tired expression in the research industry. Many research vendors will present you
with numerous data points, expecting you to draw your own insights. Some may provide you with data that has been analyzed
for patterns – creating knowledge. Very few will draw conclusions for you – generating real insight. Augustus Hall Limited will
go further – offering advice on the foundation of genuine insights. We know of no other vendor that will – which is why
Augustus Hall Limited’s executives are acknowledged as consultants.
Research that is not holistic enough
Most of what passes for research is purely consumer research, which is understandable. Customers, though the most
important element in the business eco-system, are not the only element. Here in Augustus Hall Limited, we possess capabilities
in research across the business eco-system, from competitors and channels to government, opinion leaders and suppliers.
Augustus Hall Limited integrates insights from the customer, industry and macro-environment – presenting to you the voice of
the customer in the context of what is possible, what has been tried and what we feel should be done.

Research that misapplies approaches from the Western World
Executing good research in emerging economies is different from doing so in the West. Emerging markets lack good published
data as well as a widespread culture of co-operating with research. Its markets and value chains can be irregular and opaque,
due to fragmented and unorganized retail, complex regulations and high penetration of grey and counterfeit products. This
argues against the crude importing of fieldwork approaches, analytic paradigms, and even terminology from the developed
West, when the project is done in an emerging economy. Only Augustus Hall Limited focuses on solving research execution and
analysis problems in an emerging market like Nigeria. Our success in building the only strategic research-based consultancy
focused on emerging markets explains the many long-term relationships that Augustus Hall Limited is privileged to have with
companies.

Our Code of Honor
Augustus Hall Limited’s Code of Honor (COH) was developed by the Augustus Hall Limited’s Senior Leaders Team in 2010. The
COH lays down the rules of behavior adopted in Augustus Hall Limited and aims to build solidarity as well as trust by ensuring
that all Augustus Hall Limited team members are held to the same set of standards.
The Augustus Hall Limited Code of Honor:
 We put mission 1st, team 2nd, and individual 3rd.
 We do whatever it takes to accomplish the mission and set high standards.
 We support anyone in need and help to complete a task.
 We do what we say or hold ourselves to account.
 We don’t leave matters unresolved and we don’t hold grudges.
 We go direct in a timely and respectful way.
 We decide and act on important matters with a long-term view.
 We admit, forgive, fix and learn from mistakes.
 We celebrate all wins. We recognize all contributors.
 We keep going for more wins.
 We develop each individual so we can develop as a team.
 We reject prejudice.
 It’s everyone’s job to uphold the code.

Our Client Charter
The clients of Augustus Hall Limited have the right to receive the highest standards of report quality and service from us. As
our client, you can expect the Augustus Hall Limited team to:
 Deliver the highest quality of reporting and offer the greatest value for your research and consulting project.
 Protect and advance your interests in all that we do.
 Be innovative and resourceful in developing solutions that meet your specific needs.
 Effectively protect all your confidential information.
 Employ methodologies and processes that ensure a high level of intellectual rigor and guarantee reliable and relevant
results.
 Communicate any difficulties that we foresee in delivering on specific aspects of your project up-front.
 Respond promptly to your communications.
 Constantly seek and act on your feedback as we strive to improve our service and anticipate your future needs.

Our Consulting Perspective
Our consulting solutions provide you with contextualized, real time market insights.
Our team of highly experienced consultants helps clients identify new opportunities, minimize risk, gain competitive
advantage and improve profitability by delivering bespoke solutions to clients across the world.

Our Core Consulting & Advisory Expertise Includes:
Our core
Consulting
& Advisory
expertise
Data Mining,
Data Analysis,
Innovation &
Insight
Lead
Generation,
Due Diligence
&
Opportunity
Assessment
Market
Research &
Data
Collection
Competitive
Intelligence
& Company
Profiling &
Analysis
Credit Risk
Management
& Control
Market &
Product
Strategy,,
Market Entry &
Intelligence
Trades &
Business
Development

We offer robust advice on revenue growth, innovation and proposition development to organisations in the consumer and
commercial industries and other service businesses and their suppliers.
As a client you will typically want to outgrow both your markets and your competitors and recognise that to do this you will
need to do something different – different from what has gone before and different from the competition. You need to see
some of our recent thinking in this area, or take a look at some of our recent work. In the last year we have been working
intensively around segment strategies.
To get to know us and to discuss strategies cross-sector with like-minded people, come to our Services Forum, which we hold
quarterly. As a thought-starter, and to help you rapidly to identify the future opportunities in your own markets we
offer provisioning workshops.
Our approach addresses the full range of issues associated with achieving revenue growth. You will benefit from well-
proven methodologies in consumer and commercial services customer insight and sector strategy, which we will share with
you.
You will find our projects tackle your business issues, have clear, agreed objectives, run to budget and produce actionable
outputs. You will receive benefits from our work worth many times its cost.
Our highly experienced team will be able to short-circuit lengthy processes and produce results fast, flexibly and at low cost,
and help to build commitment to the way forward. We punch above our weight and are not like the big consultancies.
If you wish to strengthen your internal team, we also offer training workshops, in which we work with your team to build
skills, create sound methodologies and help to engage with the wider organisation and decision-making to launch successful
consumer and commercial services innovation.

Do You Have Need For Data?
Unlock Your Business Potential With Better Data Analysis By Design…
…Get the Answers You Need From Your Data
Explore Your Data
All successful business today relay on data collected from various sources to plan and execute business strategies. This is why
it is absolutely critical that any data sources used have been cleaned and validated.

Identify Your Data
Source data without context is worthless. It is only when you can see the connections, and analyse those relationships to
interpret the meaning within each item or data-set. This is when your data becomes truly valuable.

Improve Your Data
“If you can’t measure something, you can’t manage it.” We can provide you with accurate and detailed business insights. You
can now visualize exactly what’s going on in all aspects of the business.
CAPTURE = ANALYSE = REPORT = IMPROVE

Customized Services
While our core competences lie in generating accurate and relevant knowledge to solve strategic growth and entry problems,
we are also able to leverage our infrastructure to address a wide range of requirements.
We understand that your needs are unique. This is why we tailor the scope of each project according to your needs.
We work to find the right mix of services that meet your needs. The more we know about you, the more accurately we can
assess your needs. Discover how we can help you in your strategic decisions today.

Anti-Counterfeit Research and Consulting
Counterfeit and “copy-cat brand” products continue to pose a real threat to international brands operating in emerging market
regions, where law enforcement and a culture of respect for Intellectual Property is still weak.
This is particularly so in Nigeria, which unfortunately remains a major importing region for counterfeit products world-wide.
Augustus Hall Limited has over four years of experience in anti-counterfeit research and consulting. Not only have we worked
with brands to execute programs aimed at measuring and countering the problem. Augustus Hall Limited is specialized in the
measurement of counterfeit penetration. We have designed and executed programs of CF measurement structured around
mystery shopping and the inspection of purchased product, which is the Gold Standard for measuring penetration levels of
physical counterfeits. We have also pioneered and executed methodologies for gauging counterfeit penetration via other
approaches, such as analyzing seizure data and interviewing industry participants.
Augustus Hall Limited’s anti-counterfeit consulting provides you not only with the tools to measure the extent of counterfeit
penetration. We can also analyse patterns of counterfeit prevalence by product line, time period, geography and channel all
within Nigeria as a whole.
Our research can serve as means of lead generation for anti-counterfeit investigation and enforcement action. Augustus Hall
Limited also designs and audits programs for anti-counterfeit action and designs key performance indicators to measure
return-on-investment for anti-counterfeit dollars spent.

Expertise in Anti-Counterfeiting Research and Consulting

Business Partner Selection
Forging sustainable “business marriages” is the aim of Augustus Hall Limited’s business partner evaluation service.
We shortlist and evaluate firms that can truly add value to your company. Candidates are rigorously assessed through
company interviews and on-site observations, which are validated against third party opinions and secondary research.
We provide solutions for various partnership needs, including joint ventures, mergers and acquisitions (M&A) as well as
sourcing for distributors, retailers, suppliers, service providers or franchisees. Augustus Hall Limited also offers consultancy
on defining best practices in securing and maintaining business partner relationships across Nigeria.

Business Partner Selection Model:

Competitor Analysis
We believe that if you know your enemies and yourself well, half the battle is already won. Hence, Augustus Hall Limited’s
competitive intelligence service avoids generic company profiles, in order to focus only on actionable aspects of competitor
strategies and capabilities.
Our service analyzes the competitor population and landscape, while also offering deep-dive studies to understand the
strategic posture, resources, capabilities and programs of specific competitors.
Our competitor intelligence work enables benchmarking for internal improvement, strategic threat response, pre-empting
competitor initiatives and training of sales staff on competitor strengths and weaknesses.

Competitor Analysis Model:

Consumer Research
Consumer research forms the foundation of many marketing departments. Augustus Hall Limited offers both quantitative
and qualitative research techniques across Nigeria - an emerging market, which we cover. Going beyond mere fieldwork
capabilities, Augustus Hall Limited’s consultants are well-versed in the nuances of translation, questionnaire design, briefing,
interview execution and interpretation of results in the context of Nigeria as well as languages and cultures.

Our Consumer Research Outline
QUANTITATIVE RESEARCH
•Surveys
•Face-to-face (central location, home or office)
•Street intercepts, mall intercepts
•Phone, internet
•In-depth Interviews
•Guided interview – using basic checklist to make sure that all relevant topics
are covered
•Semi-structured format – free flow conversation to increase insights on
participant’s thoughts, feelings and behavior
QUALITATIVE RESEARCH
•Focus Group
•Discuss with a group of 7-10 people or mini-group of 3-5 people, who have
been specifically screened to match set criteria
•Ethnographic Research
•In-context observations
•Central location tests
•Diary placement
RETAIL RESEARCH
•Mystery Shopping
•Simulating various customer scenarios
•Testing sales skills, product knowledge, first brand mention and other selling
attributes
•Retail Audit
•Assessing in-store environments for hygiene, share of shelf, share of voice,
and other attributes
•Designing and scoring competitive metrics for brand in-store execution

Country Research
Augustus Hall Limited offers economic, social, political and business environment analysis of the intended country for clients
in private sectors. This signifies that our service supports the development of country strategies and policy formulation for
private firms.
For the private sector, our work has enabled strategy development; Our research also supports corporate functions, such as
government relations, tax planning, public and media relations, corporate planning and site selection; for example factories,
distribution centers and regional treasury centers. Also, our studies have been used for benchmarking and improving specific
non-customer facing functions such as research and development (R&D), logistics, IT, finance and treasury and regional
headquarters.
Augustus Hall Limited Country Research support programs aimed at export promotion, foreign direct investment attraction,
overseas aid disbursement, etc.

Site Selection Model:

Cross-Border Consulting
Augustus Hall Limited’s cross-border consulting services facilitate business development strategies in foreign countries
(Nigeria bound). For companies with little direct presence in emerging markets, market entry can be highly problematic, with
linguistic, cultural and organizational challenges aplenty. The same is true with moving from a distributor-led presence to a
direct presence.
For companies that are unfamiliar with emerging markets, Augustus Hall Limited will support your international growth by
providing you with local know-how, contacts and strategic insights.
Our Consultancy Services Include, But Not Limited To The Following:
 Introducing you to local customers, distribution channels and potential partners;
 Facilitating your negotiations with local companies;
 Helping you to navigate governmental procedures for setting up offices, factories, distribution centers and retail
outlets;
 Advising you on securing government financial support for direct investment

Cross-Border Consulting Services Include:

Customer Decision Dynamics Analysis
Customer purchase decisions are complex. Augustus Hall Limited assists companies in deciphering business-to-business (B2B)
and consumer purchase decision dynamics.
We take all aspects of the business decision cycle into consideration. We believe that this would allow you to make more
informed strategic decisions, as well as enable you to design and execute the right marketing mix, maximize advertising and
promotion ROI, optimize pricing, pre-empt competitive threats, test messaging and collaterals as well as train your sales force.

A B2B Customer Decision Dynamics Model:

Customer Value Co-Creation Consulting
Recognizing the Pareto principle, most business-to-business vendors have processes in place for Key Account Management.
But few have engaged their key accounts to co-create new sources of value.
Through customer value co-creation, Augustus Hall Limited’s consulting team works with clients to identify potential key
accounts (both captive and non-captive), define their strategic needs as well as the client’s own strategic capabilities,
benchmark best practices and recommend approaches that would unlock new value streams for both the client and its
customers.

Augustus Hall Limited’s Customer Value Co-Creation Process involves the following steps:
(#1). Customer population research
to identify key customers making
out-sized contributions to the
industry profit pool, whether captive
or otherwise.
(#2). In-depth interviews within the
client's organization to demercate
the organization's capabilities and
skill-set for developing new value
propositions to its clients.
(#3). In-depth interviews with
decision makkers, decision
influencers and end users within key
customer accounts to understand
current solutions been purchased,
pain points as well as known unmet
needs.
(#6). Ethnographic research within
key customer accounts to identify
unknown unmet needs.
(#5). Industry best practice
benchmarking to understand
innovative value proposition being
offered to customers in functional
areas of interest, bith inside and
outside of the clients industry.
(#4). Gap analysis within the AHL
team to develope recommendations
for new offerings to customers that
would enable both the client and its
customers to create new, viable and
profitable revenue streams.
(#7). Workshop involving AHL
consultants and client executives to
review the recommendations and
brainstorm next steps.
(#8). Consulting to enable the client
implement the recommendations.
This may involve new product
development, organizational
changes, or training for front-line
staffs.

New Value Innovations that may emerge from this Consulting Work Stream may include:
 Developing new product concepts;
 Interfacing client-customer CRM systems to enable better sales forecasting and more effective fulfilment;
 Training service staff to upsell novel benefits to customers during interactions; and
 Introducing organizational changes to enhance the competitiveness of Big Deal tender procedures requiring special
internal approvals
Customer Value Co-creation Consulting
AHL will define potentials for Customer Value Co-creation
Customer's
current
purchasing
footprint
Customer's potential future
purchases of new solutions
based on unmet needs.
Capability set of
AHL's client in
developing new
value propositions.

Decision Analytics
Decision Analytics adopts the following to answer marketing questions and solve a range of operational and managerial
problems:
 Scientific methods
 Experimental designs
 Mathematical modeling
 Simulations
 Optimizations

Augustus Hall Limited’s services in Decision Analytics include:
 Economic modeling of decisions for profit impact
 Demand or price forecasting using regression analysis
 Demand trees to guide marketing decision making

Ethnography
Ethnography is an off-shoot of the social science discipline of anthropology. It refers to the study of naturally occurring social
interactions, behaviors and perceptions.
Unlike other research methodologies, the role of the observer/interviewer is minimal in ethnographic research; allowing them
to obtain neutral results from the study.
As the limitations of self-reported market research data become more widely understood, ethnography is poised to become a
crucial tool in market research, yielding deep and actionable insights.
Augustus Hall Limited has successfully delivered ethnographic research and consulting studies to companies in both the
consumer and B2B spaces.

Ethnography:

Geo-Marketing
Geo-marketing is the integration of geographic parameters into market research. It enhances conventional market research in
contexts where location is a key determinant of success.
In spite of infrastructural immaturity, Augustus Hall Limited believes that there is much potential in implementing geo-
marketing in emerging market like Nigeria where there is intense market competition.
Augustus Hall Limited’s expertise in geo-marketing allows you to visualize and place key business information, research
findings and analytics, as well as action plan scenarios, on a digital map.
Our geo-marketing team can design, develop and provide the desired geo-marketing deliverables in several formats, such as
web-based, mobile phone application and standalone application.

Geo-Marketing:

Market Environment Research
Whether your company is seeking to grow market share, launch an innovation or enter a new market, Augustus Hall Limited
offers comprehensive solutions to bring your organization to greater heights.
Our Market Environment Research (MER) delivers a multi-faceted analysis of the business and market environment. With
MER, we can better recommend the best-suited strategies to propel you from your starting point to your goal. Not only does
MER focus on your customers, it also analyzes the entire eco-system of your business, including channels, competitors and
macro-environmental factors.

Holistic Market Environment Research Model:

Market Sizing and Feasibility
Augustus Hall Limited’s market sizing and feasibility solutions will support your company in determining a successful market
growth or entry strategy.
Our service measures the total addressable market (historic and forecasted), assesses the marketability and competitiveness
of your product, establishes feasible targets and quantifies future returns on investment.
Augustus Hall Limited’s approach to market sizing encompasses both supply and demand-side methods, while leveraging on
secondary data and expert opinions. Augustus Hall Limited also defines and values key market segments, as well as audits
sales and marketing programs for return on investment.

Market Feasibility Model:

Price Research
While pricing decisions are crucial to the success of any business plan, they are also one of the hardest decisions to make.
Augustus Hall Limited has an excellent record of accomplishment in price research for both consumer and commercial
products and services. This is integrated with on-site observations and secondary data collection, to generate “apples-to-
apples” comparisons of your end-customer pricing versus competitors and substitutes.
Augustus Hall Limited is able to deliver weekly, monthly, quarterly or ad-hoc price tracking research across multiple states
and categories in Nigeria.

Price Research Model:
1
•TO CAPTURE NEWLY LAUNCHED AND
DISCONTINUED PRODUCTS
2
•SECONDARY RESEARCH TO DETERMINE
COMPETING BRANDS AND RELEVANT CHANNELS
FOR DATA COLLECTION
3
•FIELD WORK – PRICE DATA COLLECTION VIA
MYSTERY SHOPPING AND ON-SITE OBSERVATION
4
•QUALITY CONTROL
5
•DATA TABULATION, CHARTING & ANALYSIS TO
DEVELOP ACTIONABLE COMPARISONS

Augustus Hall Limited Consulting and Advisory

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