END-TO-END DELIVERY OF A MULTIPLE RANGE PRODUCT LAUNCH
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.
PROCESS AND STAKEHOLDER MANAGEMENT
INTEGRATED MARKETING PLANNING PROCESS DELIVERY
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.
STRATEGY & BUSINESS DEVELOPMENT
PRODUCT PORTFOLIO SEGMENTATION DESIGN AND IMPLEMENTATION
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.
TEAM DEVELOPMENT AND TRANSFORMATION
CREATING A MINDSET OF PROACTIVITY AND OWNERSHIP
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.