The consultant worked hand-in-hand with advertising, packaging and consumer promotions agencies as well as sales, operations, R&D and legal to successfully launch the brand. She led the development of outdoor, print and radio advertising, point-of-sale materials, sales strategy and product refinements. Her teams achieved the twelve week launch requirement, cutting the typical new product launch time by nine months. Strong consumer trial resulted in market share far above management’s expectations.
New Product Launch - Regional
Seeking to compete in a growing import market segment, a large company had been stalled in the development stages of a new product for more than a year. The firm’s consultant was tasked with getting the product launched in multiple test markets.
The consultant developed and codified a successful launch process, including a launch budget of $4MM that she created, helped sell to senior management, and then managed. She participated in the development of brand essence, strategy, advertising and media plans. She negotiated distributor investment and sales goals, and led the development and execution of consumer promotions and point-of-purchase materials. As traditional data providers did not adequately cover the test markets, she developed an easy-to-use tracking tool to measure key indicators of brand health.
As a result, the brand was launched successfully on time and within budget in eight test markets. The use of her tracking tools resulted in improved analysis and reporting of brand performance, which was instrumental in developing subsequent marketing plans and programs.
Marketing Plans and Programs
Marketing and Retail Merchandising
A women’s clothing retailer, interested in expanding market share and opening additional retail outlets, requested assistance with branding and marketing.
The firm’s consultant provided guidance to client on developing a marketing plan, clearly establishing company strategy, focusing on the target market, and on the best use of advertising, consumer promotion and grassroots marketing tactics. When the consultant’s initial analysis identified the need to improve merchandising in current stores, the consultant was able to add a merchandising expert to the team without increasing the client’s budget. The consultants were instrumental in helping the client successfully double her number of retail outlets.
Product Reformulation
A large consumer products company suspected that the decline in sales of one of its major brands might be due to product taste. The firm’s consultant was asked to increase the appeal of the product while keeping a similar flavor profile.
The consultant led a complex cross-functional team composed of brand, operations, R&D, flavor experts and an outside market research firm to optimize the product taste. Changes made greatly enhanced consumer appeal.
Marketing Plan
A manager in a non-profit organization sought the firm’s expertise in developing a marketing plan when she was tasked with performing marketing and public relations for the organization.
The consultant adapted a marketing plan template to better suit the non-profit and coached the manager on the planning process, including identifying strengths the organization could leverage, how to manage around the organization's weaknesses, and identifying additional resources the organization could tap. As a result, the manager developed a clear, actionable marketing plan that supported the organization’s long-term goals.
Market Research
The firm was approached for assistance in conducting market research by a tourism company seeking to improve its products and customer service.
The firm’s consultant worked with the company to clearly define its objectives and create a concise, actionable consumer questionnaire. The consultant provided input and helped refine the company’s plan for executing the research, including recommending consumer incentives for completing the survey that reinforced the company’s brand and image.
Business, Data and Cost Analyses
Product Line/SKU Analysis
Seeking to increase sales of a mature brand, a major manufacturer of consumer packaged goods tasked the firm’s consultant with analysis of current SKUs. The consultant performed a comprehensive analysis of the product line, from distribution and velocity to cost of goods to data on consumer preferences.
The consultant identified unexpectedly weak velocity in an SKU launched only two years prior and recommended replacement, resulting in an expected increase in sales of $2MM.
Business Analysis
Seeking to identify high-potential clothing manufacturers for a short-term export promotion program, a Ukrainian market development expert requested an assessment of two short-listed manufacturers in Ukraine. The expert was not able to provide any sales or consumer data, and the manufacturers were not willing to have any outside party review their books.
Despite the lack of data, the consultant was able to accurately assess both businesses based on introductory meetings with management and tours of the facilities. The consultant quickly identified significant problems at both sites, including outdated equipment, significant underutilized factory space, onerous overhead, inadequate margins, and management’s unwillingness to invest in necessary sales and marketing activities.
The consultant conducted initial assessments for both sites and provided recommendations immediately afterward, including the recommendation that no further resources be expended to analyze either business.
The expert adopted the consultant’s recommendations. Neither manufacturer was included in the project, freeing up resources to invest in higher-potential firms that did produce the needed short-term results.
International Marketing and Sourcing
Sourcing/Exporting
A US-based buyer seeking to work with a Ukrainian furniture supplier was unable to get the specifications, pricing and terms he had requested four months earlier. It was stated that the manufacturer had not sent any of the information promised and would no longer return phone calls. The firm’s consultant was tasked with getting the potential deal back on track.
The consultant gathered as much information as possible from the client and then arranged a face-to-face meeting with the manufacturer. On listening to the manufacturer’s summary of the previous meeting, the consultant concluded that not only had there been miscommunication through the interpreter, but also that next steps had not been clearly defined.
The consultant worked with the manufacturer to clearly set next steps, outline responsibilities, and set timing, and provided an example of a desired price quote/product specification and sell sheet. As a result, the required information was delivered in the format needed in less than two weeks, keeping the deal alive.
Marketing, Sales Strategy and Materials
A Ukrainian manufacturer was seeking to increase revenue by exporting home furnishings to the US. The company had not been successful in appealing to US buyers in the past. The consultant was tasked with improving the company’s marketing and sales materials.
The consultant worked with the manufacturer to determine its core competencies, understand its weaknesses, and refine its brand image and positioning. The team then worked together to clearly identify the manufacturer’s full product line and prioritize products for export. The consultant and manufacturer worked hand-in-hand to create and produce brochures and a presentation for potential buyers.
Beyond the initial scope of the project, the consultant used personal contacts to find a potential buyer and worked with the company to create a sell-in kit that showcased the manufacturer’s high-quality workmanship. As a result, the buyer agreed to travel to the manufacturer’s site for a meeting and ordered product samples.