Upskilling marketing teams to enable them to develop more compelling and differentiated messages and activities, based on a deeper customer understanding.
Brand activities across a range of brands were not having the desired impact on customers. A review of their brand plans by our marketing excellence experts found that they were not very customer-centric, resulting in generic, undifferentiated messages and activities.
There was a need to upskill the marketing team to enable them to develop more compelling and differentiated messages and activities, based on a deeper customer understanding of specific customer segments.
We developed and delivered a three-stage program, based on the initial needs analysis:
A 2-day marketing development center assessing key marketing and leadership competencies, to provide feedback for individual development plans and drive engagement with the learning program
A series of 1-day live action brand workshops with cross-functional brand teams, enabling them to work through their full marketing excellence approach to develop stronger, more customer-centric brand plans
Post-workshop coaching support for the brand teams as they finalize their plans
Learnings from this program enabled the brand teams to develop tailored strategy, activities and messages for different customer groups, which resulted in increases in market share. The coherent, tailored strategy developed during this initiative has also resulted in strong take-up of two new launches within another brand portfolio.
