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How we helped with the three brands marketing plan
- Review the existing three brands marketing plan
- Identify aspects which are mutually reinforcing, and determine if there are other aspects that work against each other
- Identify which administrative resources are responsible for each of the three branded activities
- Define KPIs and policies to minimise dilution of the brands
- Recommend a management structure to co-ordinate the marketing activities.
- We worked with the management team over a number of months, to help them think through the issues around their business strategy and marketing plan
- The team created a Strategic Marketing plan which showed where the growth would come from – which markets, with which offers, supported by which detailed actions.
- The “three brands” discussion was clarified and put to bed.
- Detailed implementation Action Plans were created which addressed each of the growth areas for goals, actions, timelines, budgets responsibilities.
- The team created an appropriate organisational structure to co-ordinate the marketing activities, which included an updated organisation chart; with appropriate roles and responsibilities for the commercial team