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TBC

Discovery For Campaign Management Solution Challenges TBC’s vision is to change from marketing and campaign management functions and technologies managed by outside 3rd parties to bringing this in-house and centralizing with one vendor This will allow TBC to converse with their customers in multiple channels, in a personalized and informed manner Approach The first phase…

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UKIES

Launching A New Consumer Brand Challenges As a new company in a highly competitive market, UKIES needed a corporate positioning statement, brand architecture, point of differentiation, and clear functional and emotional benefits to customers and stakeholders for use with all internal and external communication and messaging They also needed their messaging to be reflected throughout…

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Ellura

Marketing Plan for New Brand Launch Challenges Historically marketed prescription products to physicians and distributors – minimal expertise in direct-to-consumer marketing Strategic and marketing priorities: Establish and grow ellura market share in an already saturated market Secure ellura’s brand presence as the highest quality, clinically prove and most effective product in its category Needed to…

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Tandy

Aligning Product Development To Customer Needs Challenges Company was in the midst of a full scale turn around approach and had indentified several priority strategic initiatives including product lifecycle management Men’s, Women’s and Gifts divisions operating as independent units with little or no cross-communication Excessive inventory was clogging warehouses, contributing to large negative ROI 20%…

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Southland Log Homes

Building Sales Effectiveness Challenges Though showing year over year sales growth, that growth was consistently lower than expected. Deepening housing slump was further impacting Southland’s sales Southland needed a tool with which to evaluate current sales office and sales force performance to identify potential improvement opportunities Approach Through a series of interviews, show house visits,…

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Russell Athletic

Managing the Portfolio Challenges Russell was competing against an established player, Nike, in the broad market and a well positioned upstart, UnderArmour in the performance segment The Russell portfolio, including the newly acquired businesses were competing against each other rather than specific markets/competitors 40 t-shirt styles, some with 80 colors No entries in fast-growing categories…

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Meadwestvaco

New Product and Service Innovation Challenges Pricing and margins were too low for adequate returns Price was too dominant in the customer’s purchasing criteria There seemed to be as much competition in the value chain as there was with external competitors Approach Identified the core areas of product and service development opportunity and price elasticity…

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Clorox

Spending Green Effectively Challenges Before their international launch, Green Works needed to: Determine the required levels of marking investment to achieve sales goals Find the most effective initial allocation of investment across marketing vehicles Evaluate non-traditional marketing vehicles to impact sales Determine the viability of the brand in each of the target countries Develop a…

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Georgia Pacific

Identifying Category Growth Challenges Dixie had business scale but wanted to accelerate its profit growth Georgia-Pacific faced strong competition in P&G and Kimberly-Clark Dixie had a strong brand name but its product line was fairly narrow Approach Researched and selected 50 categories adjacent to Dixie’s current business and screened the list to the top 14 Developed…

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Coca-Cola

Quantifying National Campaign Effectiveness Challenges Coke needed to better understand the effectiveness of its marketing spending, particularly in the area of national campaigns – campaign execution varies by region, market and unit They wanted to develop a standard methodology or process for evaluating campaigns – seeking answers to key strategic marketing effectiveness questions such as lift…

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Kimberly Clark

Driving Growth Through Brand Equity Management Challenges Health and hygiene packaged goods company Kimberly-Clark was facing stiff competition from category leader (P&G) in adult care, feminine care, and baby & child care categories Needed to find new ways to drive growth from brands Approach Led the development design, development and rollout of the multi-year Brand…

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Miller

Sharpening Point of Difference Against #1 Challenges Brand had lost so much relevance against its core consumer audience – younger consumers – that it was critical to “go back to basics” and build a foundation for future growth Additionally, the Brand was losing opportunities to capitalize on key, growing multi-cultural targets, particularly the Latino community…

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