Case Studies
NEW BRAND & BUSINESS DEVELOPMENT
Brand concept development and trial distribution
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OEM luxury accessories business, looking to diversify, sought to launch their own range of branded goods.
Key challenges included no distribution resources, limited know-how of developing a new brand, and a limited budget.
STRATEGY & BUSINESS DEVELOPMENT
PRODUCT PORTFOLIO SEGMENTATION DESIGN AND IMPLEMENTATION
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The lead market for a brand was facing difficulties managing a broad spread of retail price points (mass-entry to premium).
The use of short-term sales-boosting activities on the mass-entry ranges (with their largest customer) was - in reality - losing money, eroding price and margin, and limiting the performance of the premium ranges.
Solutions were sought to i) allow premium and mass-entry ranges to co-exist, and ii) address the loss-making sales-boosting activities.
PROCESS AND STAKEHOLDER MANAGEMENT
INTEGRATED MARKETING PLANNING PROCESS DELIVERY
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A team had fallen into the trap of over-reliance on price discounts as the mechanism for driving tactical sales activities.
The task was to change the team's mindset and establish a new sustainable approach to tactical marketing initiatives.
Key outcomes sought were stronger selling messages, improved negotiations/collaboration with trade partners, a simpler process, and better performance measurement.
Project Management
END-TO-END DELIVERY OF A MULTIPLE RANGE PRODUCT LAUNCH
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Tasked with delivering an unplanned product range launch in UK and across Europe.
A key requirement was to deliver maximum impact in the shortest timeframe in order to help rebuild value, distribution and support the revitalisation of the brand.
A number of challenges had to be overcome including resource conflict, lack of budget, and developing a new brand look and feel in the same timescale.
TEAM DEVELOPMENT AND TRANSFORMATION
CREATING A MINDSET OF PROACTIVITY AND OWNERSHIP
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Reviving the mojo of a 13-strong marketing team with a victim mentality.
Challenges to address included creating an environment to promote ownership, clarity and purpose, roles and responsibilities and robust team processes.