Think of the world of fast moving consumer goods (FMCG) and you picture large marketing budgets, sophisticated consumer marketing campaigns and extensive retail channel programmes. This high end, soft and alcoholic drinks manufacturer has bucked that trend from day one.
Throughout their forty year trading history, this family run business has focused relentlessly on making great products, allowing their outstanding portfolio and customer service to sell itself. So, when they approached WTWS to develop their UK and international marketing strategy, letting go was not easy.
The key challenge was to drive growth. To do this they needed the skills and international experience of a seasoned FMCG marketing director and team, however budgets would not support this investment on a full time basis.
The unique solution that WTWS brought to the table was an outsourced marketing team that would hit the ground running, giving the programme the expertise and impetus that was needed at an affordable cost. This outsourced marketing team would provide the skills, experience and manpower to develop an international retail channel marketing strategy and then bring the campaigns to life.
Flexible resourcing was integral to the solution: The right people with the right skills would be available for the key phases. And, as the programme transitioned from strategy development to campaign delivery and measurement, the resources would be scaleable in line with activity.
At the close of the first year of the new strategic marketing plan our client has achieved growth well into double figures. An impressive result by any standards, however in the current depressed retail market, this must be considered a truly outstanding performance.
Prior to our engagement, the client’s management team and small marketing department had been distracted from strategic planning by the day-to-day minutiae of running a business. With WTWS developing the marketing strategy and driving the marketing programmes, the management team were free to focus on maintaining product quality, developing new offerings and ensuring customer service excellence.
So what have the costs been to achieve this outstanding success?
Our unique approach allows us to bring to bear the right skills and experience at the right time meaning the marketing team is now scaleable and costs are directly linked to activity and outcomes. The bottom line is that whilst keeping costs to an absolute minimum, we were able to rapidly define a marketing strategy and then drive the campaigns. Not only have the campaigns met their objectives but, by minimising the time to market, the returns have been achieved much earlier and the net contribution, has been far greater.