Download Kapco Global – Building differentiation in a homogenous global

Kapco Global – Building differentiation in a
homogenous global market
Kapco Global is a major US based aerospace parts and distribution service provider with an
international network. It serves many of the world’s major airlines, OEM’s and MRO’S.
Following a period of dramatic growth, the company wished to better understand fast changing
markets and clarify its positioning and value proposition in order to help differentiate the company
and provide an enhanced platform for future business growth.
We conducted extensive research, which shed new light on customers’ perceptions and future
expectations. This led to a significant change in business strategy and service offers plus a
clarified positioning that placed the industry critical idea of the ‘value of time’ at the centre of the
brand and the business. The new brand strategy, which included a new company name and
corporate identity, helped align business strategy, operations and marketing behind a common
purpose. In addition, a new powerful graphic style created stand-out in what had become a
crowded and homogeneous market.
“Chris’s strategic and creative insights and David’s commercial and market appreciation
were essential in the development of a powerful brand strategy and clear direction for
marketing and business strategies. I would recommend them to anyone considering a
strategic review.”
Andrew Todhunter, CEO and President, Kapco Global
Speedy Services Plc – Part 1. ‘Safety From the
Ground Up’ - An industry leading safety innovation
As a leading UK provider of rental equipment and services to the construction industry, Speedy
needed to differentiate and add value to their brand in what was a largely homogenous market.
With safety awareness and best practice ‘business critical’ within the industry, and personal and
corporate liability risks high on their customers’ agenda, a major opportunity emerged for Speedy
to help their customers manage risk and discharge their legal obligations. By reduc
The ‘Safety From the Ground Up’ programme was developed which broke new ground by
reversing the traditional ‘top down’ cascade of official information by providing Speedy customers
with informative but engaging communication and training materials free of charge and direct to
customer sites.
This highly innovative campaign was universally endorsed by customers, the industry, and the UK
government’s Health & Safety Executive. Speedy’s revenue increased by 25%, awareness
increased by 40% and the marketing campaign won numerous awards including the BITC
Responsible Marketing award, the CMA’s Best Integrated Marketing Campaign and the Orange
National Business Award for Marketing Strategy.
“The ‘Safety from the ground up’ campaign has met all expectations
from business results to the enhancement of our brand reputation
and customer relationships”
Steve Corcoran: CEO, Speedy Hire Plc
Speedy Services Plc – Part 2. From campaign to
holistic safety programme
Following additional Health & Safety research, the ongoing ‘Safety From the Ground Up’ campaign
was further enhanced and re-launched. The new focus targeted the issue of competence and the
human factors of behaviour and attitude, which were now regarded by the construction industry as
key to reducing accidents and ill-health in construction.
Under the theme of ‘A Journey to Competence’, a holistic and enhanced safety programme was
developed for Speedy customers which included free of charge access to a unique product video
library, comprehensive training packages and powerful communication material.
The programme further differentiated Speedy in its core markets, and it was widely supported by
both customers and the UK Government’s Health & Safety Executive. It reinforced Speedy’s
reputation as the leading construction equipment supplier and, most importantly, further enhanced
company’s brand as ‘the champion of safety best practice’.
“The ‘Safety From the Ground Up’ campaign has met all expectations
from business results to the enhancement of our brand reputation
and customer relationships”
Steve Corcoran: CEO, Speedy Hire Plc
Constructionline: Transforming a resented purchase
to a highly valued service
Constructionline was a register of pre-qualified construction suppliers. It was owned by the
Government’s department for Business Innovation and Skills (BIS) and operated by Capita Plc one
of the UK’s largest out source service providers Constructionline helps construction service and
material suppliers get projects and public and private sector buyers find suppliers who are eligible
to tender for contracts based on a pre-qualification assessment inlcuding health and safety
standards, financial stability and experience.
Our research confirmed that the service and the benefits were not properly understood and was
undervalued by suppliers. They saw the service as an unneccessary intrusion of existing customer
relations and more’red tape’ in an over-complicated ‘ tender process
WE developed a new strategy that e-positioned the service as a Government owned, accreditation
service and one that championed the cause of hard-pressed suppliers. This positioning
underpinned by the concept of’ ‘True Accreditation ‘ added value to the service because
accreditation is worth paying for. The new identity and communication material explained the
proposition more persuasively while balancing authority with a more appealing user-friendly
approach.
The new strategy and brand presentation has helped build sustained double business growth and
played a highly positive role in Capita’s successful acquisition of the company from the UK
Government in 2015
“Chris Harvey is always worth talking to and I would recommend him
to any business. I have worked with him on a variety of projects at a
number of companies with a great deal of success. He impresses
from senior boards down with his research, analysis and creative
thinking. While he has helped my companies win many awards his
motivation is to benefit the bottom line. “
Philip Prince. Marketing Director Capita Plc
The Ultimate Travel Company - ‘From woolly socks
to luxury travel’
Worldwide Journeys and Expeditions Ltd was a successful tailor-made and adventure holiday
business, which was looking for new growth opportunities. The business operated largely in lowend trekking style holidays.
Following extensive market research and competitive analysis, an opportunity was identified to
focus on more profitable high-end travel sectors, where the business already had some
experience through offering bespoke safari type holidays.
A new business strategy was developed, and the company successfully acquired and merged with
several complimentary travel businesses in order to reposition and broaden its offer and grow its
business in the high-end travel arena.
The company was re-branded as the The Ultimate Travel Company and was re-positioned to more
demanding, high-end travellers as ‘The highly individual travel service, for highly individual
travellers’.
In a tough market environment, turnover and repeat business grew through new prospect
acquisition and successful cross-selling within the enlarged businesses. Our new brochure design
won an Observer Best Travel Brochure Award and in Consumer Research the design was judged
best overall.
The positioning and identity work was excellent and has helped us
successfully merge three companies and achieve six years of
sustained growth”
Nick Van Gruisen: Managing Director. The Ultimate Travel Company Ltd
Leathams Larder Plc - From commodity to gourmet
brand
Leatham’s Larder Plc. was an established distributor of artisan foods but needed to develop and
market a brand of their own to increase distribution to supermarkets and achieve significant
growth.
We created ‘The Merchant Gourmet’, a premium quality brand with a true brand story – the man
who travelled the world in search of world-class food.
As a result, Leatham’s won distribution contracts with leading UK supermarket stores, Waitrose,
Sainsbury and Tesco.
Leatham’s was also repositioned as ‘the food innovators’ and a good example of this was the
launch of SunBlush tomatoes, an entirely new tomato product, now widely available as a specific
ingredient in food service and consumer markets. We created the ‘SunBlush’ name and the
positioning for SunBlush, which preserved its franchise even when applied to own label versions.
SunBlush became one of Leatham’s biggest sellers and won a prestigious new product award
from the Supermarketing publication.
“Chris Harvey quickly understood our culture and created The
Merchant Gourmet brand for us and we quickly achieved good
distribution with the multiple food retailers”
Mark Leatham: Managing Director, Leathams Plc
Heatbusters - From homogeneous service to brand
icon
At a time when portable air conditioning hire was dull, homogenous and a resented purchase,
Heatbusters arrived like a bolt from the blue.
We created a highly distinctive name and brand character and a powerful visual style to dramatise
the problem of over-heated office workers, while justifying the cost of the solution to employers:
‘Cool comfort means improved productivity and efficiency’.
By using ‘weather related’ radio commercials, commuter railway posters and direct mail, we
elevated Heatbusters to ‘iconic’ status in London offices.
The business grew dramatically, generating over £2m in revenue in its second year. Our marketing
campaign won six Direct Marketing Association awards, including best campaign.
“Heatbusters, was a truly innovative brand concept that quickly
established the business in London and South East UK. From launch
to roll out, award-winning recognition, value creation and eventual
sale, Chris and his team played a pivotal role in its success”
Peter Simpson. Marketing Manager SGB Youngman
Speedy Services Plc - Part 3. The ‘GO’ Initiative An environmental innovation
Following the success of Speedy’s safety related campaigns, a new opportunity was identified to
help the company continue to differentiate from its competitors. The construction industry was
wrestling with two specific challenges. Firstly, enhancing environmental credentials by reducing
carbon and energy usage and secondly, the perennial battle to reduce costs.
To further improve Speedy’s value proposition, we developed the ‘GO’ Initiative (Green Option) as
part of the company’s ‘Getting Greener’ campaign. This was essentially a range of hire equipment
products that offered proven environmental benefits and measurable savings in energy and carbon
usage.
By selecting products from the ‘GO’ range of equipment, Speedy’s customers were not only able
to choose environmentally friendly products but also demonstrate the savings in carbon and
energy to customers and prospective customers.
The marketing programme helped Speedy further differentiate its services in an increasingly
homogenous market. It received widespread support from customers, resulting in strong business
growth and it was a finalist in the UK’s prestigious National Business Awards for Innovation in
2012.