International retail


As part of their ambitious retail growth strategy, our client had taken on the distribution rights for a range of third party manufactured products. Although initially profitable, this left the company vulnerable to pricing impositions, with poor brand recognition for their own products, preventing them from gaining attention from major high street and international retailers.

Developing a marketing strategy to build their own brand ranges and to drive these product sales was imperative but, with in-house resources stretched, these tasks were not prioritised.

WTWS was engaged to source a marketing services team with end-to-end responsibility for marketing strategy, programme delivery and ROI.

A retail channel strategy was defined, aligning engagement and ‘push’ marketing plans (direct and email marketing, trade advertising and PR) to address the specific requirements of select retail/trade partners.

To drive product awareness and consumer demand, a comprehensive ‘pull’ marketing programme was also created. Product lines were segmented, and consumers targeted by gender and age group. Highly engaging integrated campaigns targeted purchasers, influencers and decision makers through branding, revised packaging, TV advertising and online.

Over the four years of the programme, our client consistently exceeded revenue and margin goals with double-digit growth year on year.

Finally, our client was able to recruit an in-house marketing team, whom we supported with role development, objective setting and training.


Objectives:

  • Provide a multiple channel marketing strategy for retail
  • Launch and promote own brand consumer ranges
  • Business growth and revenue generation
  • Raise corporate brand awareness and reputation

Objectives:

  • Workshops with client to fully understand the business
  • Market research
  • Brand portfolio development
  • Comprehensive marketing strategy across multiple channels

Objectives:

  • Brand definition clear market positioning
  • Launch of own brand products
  • Double-digit growth year on year revenue year on year
  • Recruitment, training and mentoring of internal marketing team