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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 organic 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 offer plus a clarified positioning and redefined brand strategy 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 its services and add value to its brand in what was a price sensitive and homogenous market Occupational health, safety awareness and ‘best practice’ were business critical issues in the industry, and personal and corporate liability also high on customers’ agenda We developed the ‘Safety From the Ground Up’ programme so that Speedy could help their customers reduce accidents and ill-health by education and communication of safety ‘best practice’ amongst site operatives. In this way Speedy helped customers save lives, improve employee well being, discharge their legal obligations. and so reduce corporate risk The programme broke new ground by reversing the traditional ‘top down’ cascade of Government health and safety information by creating amusing and engaging communication and training materials aimed directly at site workers. These were available to Speedy customers free of charge This highly innovative campaign was universally endorsed by customers, the industry, and the UK Government’s Health & Safety Executive. Speedy’s revenue of featured product increased by 25% in the first year and awareness increased by 40%. 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 programme is credited as being instrumental in generating additional revenues of many millions of pounds and of contributing to the award of many prestige contracts including the 2012 London Olympics. “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 Services Plc Speedy Services Plc – Part 2. From campaign to holistic safety programme Following additional Health & Safety research, the on-going ‘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 this industry. 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’. “ Chris Harvey developed the concept of ‘A journey to Competence’ as a direct result of the insights he gained by interviewing directors of our major customers, regulators, suppliers and HSE researchers. This nationally launched programme helped our sales teams to reengage with customers and develop wider relationships within each customer. We enjoyed substantial uplift in business and significantly enhanced our brand reputation for industry leadership, risk management and as the ‘safety champion’ Dan Walmsley – Head of Brand, Speedy Services Plc - Engaged with customer (speedy), their clients, regulators, and H&S 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 outsource service providers Constructionline helps construction service and material suppliers get projects by proving their suitability to tender through a pre-qualification process. It also helps public and private sector buyers find suppliers who are eligible to tender by making available a suppliers health and safety credentials, financial stability and experience. Our research confirmed that the service and the benefits were not properly understood or valued by suppliers and buyers. They saw the service as an unnecessary intrusion of existing customer relations and more ’red tape’ in an over-complicated ‘ tender process We developed a new strategy that re-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-digit business growth and has played a highly positive role in Capita’s successful acquisition of the Constructionline business 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. While the business was successful its niche of adventure and Trekking restricted its appeal to high-end luxury holiday prospects. A new business strategy was developed, and the company successfully acquired and merged with several complimentary travel businesses to provide high-end travel product and customers Following market research and competitive analysis, a new positioning was developed that identified a market opportunity to differentiated on the basis of a combination of luxury and individuality – A direct counter point to the more established and more formulaic luxury brands The company was re-branded as the The Ultimate Travel Company for demanding, high-end travellers and positioned 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 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, Getting Greener from the Ground up was developed. This programme took environmental education and communication directly to site operatives and provided clear evidence of a Speedy customers’ commitment to reducing environmental impact. Additional research identified two specific challenges for customers. , Firstly, enhancing business critical environmental credentials by reducing carbon and energy usage and secondly, the perennial battle to reduce costs. In response 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 in the market but more significantly helped customers actually win business by enhancing their tenders with real evidence of carbon and energy savings. The GO Initiative received widespread support from customers, resulting in strong business growth. Enhanced brand reputation as the champions of safety and now the Environment. Getting Greener was a finalist in the UK’s prestigious National Business Awards for Innovation in 2010 and the Go Initiative in 2012. Elan Aircraft seating Aircraft seating is a highly competitive, quality and cost conscious market where reputation and track record is essential. So launching a new product range in to this market on the basis of a USA /Chinese joint venture was quite a challenge. We conducted market research that confirmed that weight and durability were key drivers in seat selection for obvious economic reasons but so too was total cost, design and style and availability through manufacturing capability We decided to focus our brand and marketing efforts on establishing the performance attributes of the new brand. Strength, lightness, flair, style and speed reflected in the brand name Elan Acknowledging the considerable changes to the airline market and its changing needs we positioned as a product that has been specifically designed to meet the needs of the market today as well as the future based on a value proposition that embraced: Quality, durability, economy and availability. Though still early days Elan Aircraft seating has attracted the attention of a number of very large OEM’s as well as emerging airlines and leasing companies for whom Elan’s attributes are both important and valuable Octants brand strategy, brand name and communication platform helped us refine our business strategy and focus our value proposition. We launched in Hamburg and were delighted with the high level of interest shown in our proposition by some very important prospects. Oliver Bootz: President and Chief Evangelist Elan Aircraft seating