Food

Challenges

A food company has a successful business supplying supermarkets, wholesalers and caterers throughout Scotland. The business had been growing at a consistently high rate for several years.

However, like many small businesses, the approach to marketing had tended to be unplanned and ad hoc, despite some creative initiatives. There was also a shortage of strategic marketing skills within the business.

Projects

A Real Marketing Health Check was undertaken to review and improve all aspects of the business's marketing and communications activities:

  • The Marketing Health Check was completed by the client and consultant.
  • A rating was provided for each category from current strategy and competitors, to promotion and marketing management.
  • The emerging SWOT analysis and Key Issues were identified.
  • A Marketing Plan was developed with the management team.

Client Benefits

The main benefits of this marketing planning project have been:

  • A clearer sense of direction with specific objectives, and a communications strategy which recognises the importance of brand building.
  • A working marketing plan with agreed communication activities, timings and budgets.
  • A stronger emphasis on existing customers and CRM.
  • An increased focus on new product development (npd) and a defined npd process to screen new product ideas and get them to market faster.

"The Real Marketing Health Check made us think about marketing much more broadly than we were doing before.

The project helped us set up a marketing role within the business, and the marketing plan has provided a clear framework for activities.

The process has been quick and very helpful."
Client's Director