Our Expertise

We are a group of experienced, multi-functional commercial practitioners who know how to drive category and brand growth by seamlessly connecting with consumers, shoppers and customers
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Value Chain Marketing

Purpose

To identify and exploit consumer, shopper and customer growth opportunities for brand portfolios based on a deep understanding of the category context in which they compete

Benefits

Disproportionate business growth Industry thought leadership

How we help clients

We help our clients accelerate and sustain long term commercial success by assisting them to design the right commercial strategies, implement those strategies efficiently and effectively, and build sustainable competitive advantage in their commercial capabilities

Value Chain Marketing Solutions

5 integrated commercial focus areas
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Category Marketing

Purpose

To quantify and assess the total market opportunity and potential threats for a consumer-defined category of products, thus setting the context for brands to compete more successfully and sustainably

Benefits

Disproportionate brand growth & Category thought leadership

How we help clients

Understand the commercial potential of the category in which they compete Identify the sources and key drivers of future growth
Identify associated critical success factors and understand the company’s competitive position and capability development priorities
Define and target the highest potential opportunities for their brands within the category
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Brand Marketing

Purpose

To drive sustainable growth and equity of the company’s brands across all categories in which they compete by exploiting relevant category growth opportunities in all parts of the market value chain, whilst building sustainable and relevant propositions for target consumers, shoppers and retailers

Benefits

Growing brand equity and commercial value across the market value chain

How we help clients

Identify and prioritise brand growth opportunities across all categories in which their brands compete
Put in place the relevant strategic brand development programmes utilising our proprietary “16P” marketing framework
Translate strategic brand plans into highly effective operational brand activities across the whole market value chain
Build competitive advantage through organisational, team and individual competence.

Consumer Marketing

Purpose

To ensure the company’s brands are the consumer’s first choice at every relevant moment of consumption

Benefits

Growing and sustaining profitable consumer usage of the company’s brands

How we help clients

Understand barriers and motivations for consumption
Evaluate and target consumption growth opportunities for brands
Develop and coordinate consumption focused brand strategies and activity plans
Develop and execute consumption growth initiatives
Improve the execution, efficiency and effectiveness of consumer-focused marketing activity
Build competitive advantage in consumer marketing capabilities
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Shopper Marketing

Purpose

To ensure the company’s brands are the shopper’s first choice whenever they make the decision to buy from the category and to ensure that decision is acted upon when making the purchase.

Benefits

Growing and sustaining profitable shopper purchase of the company’s brands.

How we help clients

Understand barriers and motivations for shopper decision making and purchase
Evaluate and target retail sales growth opportunities for brands
Develop and coordinate shopper purchase focused brand strategies and activity plans
Develop and execute purchase growth initiatives
Improve the execution, efficiency and effectiveness of shopper focused marketing activity
Build competitive advantage in shopper marketing capabilities

Customer Marketing

Purpose

To secure the required support for the company’s brands within the customer sphere of operation and influence

Benefits

Growing and sustaining profitable, efficient and effective customers support for the company’s brands

How we help clients

Understand barriers and motivations for customer support decisions and actions
Evaluate and target customer-based growth opportunities for categories and brands
Develop and coordinate customer support focused brand strategies and activity plans
Develop and execute customer support improvement activities
Engage more successfully with target customers
Build competitive advantage in customer marketing capabilities
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