Project Management
END-TO-END DELIVERY OF A MULTIPLE RANGE PRODUCT LAUNCH
The task was to deliver an unplanned product range launch for a well-known appliance brand across the EMEA region. A ‘quick win’ was needed to help rebuild value, distribution and support the revitalisation of the brand.
Key challenges: overlap with another priority launch (resource conflict), lack of budget (no budget allocated as no launch had been foreseen) and aggressive timing (6 months). In addition, a new brand look and feel needed to be developed and delivered in the same timescale.
What I did
-
Focused on consumer and customer insight to help define brand values, key product attributes and a communication platform.
-
Established a commercial launch project team (involving all stakeholders). Initiated project work streams using small, focused work groups with clear objectives and timelines for delivery. Inspired the belief that everyone involved could help make a difference.
-
Won the support of diverse stakeholders by walking the talk. Doing what I said I would do, delivering on time, providing proof points of success and best practices at regular intervals in the process.
-
Convinced the marketing services team to allocate resources (people and funds) to support the development of a launch activation plan.
The Result
-
Established a successful and sustainable brand communication platform adopted by all markets.
-
All markets met their launch window commitments with full marketing support tools and product deliveries available on time.
-
Slick delivery of the sell-in program secured significant support from Trade partners. Examples, the first-ever appearance for the brand in premier Italian kitchen manufacturers at the European showcase event (delivering #2 display share ranking), the first appearance in 14yrs for the brand at Belgium’s leading trade fair, and a significant Price Index (+5%) and Value share (+15%) improvement across Europe (in adverse trading conditions).
-
An improved positive brand sentiment with consumers and trade.
-
#1 rated major appliance brand for Quality and Trust (UK).
-
Increased Display Share in Independent retail channels from 7% to 30% in less than 8 months (UK) and extended business into new channels (Spain – DIY and Belgium – premium retail).