CASE STUDY

Understanding the Work Marketing Must Do

 

Situation: A wines and spirits division of a French luxury goods group faced new competition from more popular-priced companies which had begun to make inroads into our client’s marketplace. For years, in spite of huge success (revenues in excess of £4 billion), the Chief Executive Officer of this wines and spirits division believed that to compete and stay ahead, it needed to elevate the skills and approach of its marketing team and their efforts.

Core Strategy Group’s Approach: Our team determined that a complete Marketing Transformation project was required to meet the client’s need of “elevating marketing.” Simply put, we needed to help our client identify and focus on the work marketing must do. To accomplish this objective we transformed the client’s marketing organization by: (a) Re-defining the role of Marketing; (b) Adapting the Marketing Organization design; (c) Revising existing and introducing new marketing and strategic processes, systems and tool kits; (d) Adjusting the key “people” areas: recruiting, training and development; and career management; and, (e) Re-defining the Values and Principles of the Marketing Culture for better clarity and strategic alignment. We also worked with the client to develop a new vision: “Placing the consumer at the center of brands and portfolio Marketing strategy and execution.”

Results: In the first year of this three year marketing transformation, we made a number of changes to the client’s marketing organization. We revamped the global brand planning process, especially longer-term strategic planning, to drive consumer-centric, fact-based decision-making and ensure Marketing resource allocation against the best growth opportunities world-wide. We also re-defined and communicated globally the Role of Marketing, stating that leading the luxury segment around the world was not at odds with a consumer-based strategy development. Our team also developed a “Marketing Manifesto” to communicate the new Marketing approach to Management and employees globally. We worked with the client to re-design their Market Research function and their consumer knowledge approach to reflect best practices in this area and close their knowledge gaps. Importantly, we clarified the Company Marketing Culture to communicate that Art (Innovation, Creativity, Intuition and some chaos) can and should be balanced with “Science” (analysis, facts, professionalism and some order and rigor).

The Core Strategy Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group combines traditional business focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.