FMCG – Drink


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 focussed on making great products, allowing their outstanding portfolio to sell itself. So, when they approached WTWS to develop their UK and international marketing strategy, letting go was not easy.

Clearly, they needed the skills and international experience of a seasoned FMCG marketing director and team; however, budgets would not support such an investment on a full-time basis.

WTWS provided the expertise and flexibility to hit the ground running at an affordable cost, to develop an international retail channel marketing strategy and then bring the campaigns to life.

At the close of the first year of the new strategic marketing plan, in a depressed retail market, our client achieved growth well into double figures.

Prior to our engagement, the client’s management team and small marketing department had been distracted from strategic planning with the day-to-day minutiae of running a business. With WTWS developing the marketing strategy and driving marketing programmes, the management team were free to focus on maintaining product quality, developing new offerings and ensuring customer service excellence.


Objectives:

  • Provide an international retail marketing strategy
  • Evaluate agency relationships
  • Define and engage additional retail partners
  • Create differentiation from competitors

Work:

  • Workshops with client to fully understand the business
  • Market research and competitor analysis
  • Marketing strategy document
  • Delivery of both B2B abd B2C campaigns
  • Trade show incentives

Achievements:

  • Increased level of consumer engagement
  • New retail outlet stockists
  • Increased level of sales leads
  • Support for sales initiatives into Europe