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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 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.