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Tencate Geosynthetics

Transformative Rebranding and Audience Segmentation Challenges A general lack of customer knowledge about the benefits and points of difference of the Mirafi® H2Ri solution Customer and specifier hesitancy and skepticism about products true value, applications, and usage Mirafi® H2Ri story was complex and technical feature-focused – had to be clarified and simplifie Focus on cold-weather-only applications –…

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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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Alstom

Building New Go-To-Market Capabilities To Drive Growth Challenges Deficient go-to-market capabilities and “one size fits all” marketing strategy resulted in unrealized opportunities Approach Completed a go-to-market (GTM) diagnostic to assess capabilities and identify possible opportunities Quantified capabilities based on three metrics – share of wallet, cross-sell and new customer acquisition Developed GTM Roadmap to prioritize…

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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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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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ConAgra Foods

Effectively Selling Value Challenges Purchasing had become the sales organization’s primary contact; emphasis on fending off competitive pressure to reduce pricing Competition from global suppliers / low commodity pricing shortened and reduced the impact of premium pricing on new product innovations Leading Product R&D in the industry, though limited customer contact Approach Completed a sales…

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Alcoa

Selling Value In A Commodity Industry Challenges Quick competitive response shortened and reduced the impact of premium pricing on new product innovations and introductions Majority of the sales team had fallen into the order taker mode and were busy fending off competitive pressure to reduce pricing Approach Completed a sales diagnostic including process, competency assessment,…

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