Manufacturing

A leading manufacturer operating worldwide had recently faced a series of significant threats:

• Sales of its leading branded products had fallen.
• It had too many weak 'brands' within a complex range of products.
• Its markets were mature, highly competitive and undergoing rationalisation.
• Its marketing budget had been reduced.

A much clearer brand and product strategy was needed to support fewer, stronger brands.

The projects that have addressed these issues were as follows:

A brand strategy review and development project:

• A research programme with customers/distributors and competitors.
• A marketing audit, including meetings with selected employees.
• A strategy workshop with follow-up sessions to address emerging key issues.
• The creation of a practical 'Brand Strategy Plan'.

The provision of PR and writing services:

• The creation of features, news releases and photo captions for the business, trade and local press.

The main outputs from the Brand Strategy Project and PR services were:

• A significantly rationalised range of brands which capitalised on existing brand equity and ensured focused use of the limited marketing budget.
• A brief for designers which reflected the new brand and product strategy.
• A market-driven new product development process to encourage innovation and speed up new product launches.
• A clearer process for working with key distributors on a partnership basis.
• A high level of press coverage in both the trade and business press.