DEVELOPING A CUSTOMER-CENTRIC MARKETING MINDSET
CLIENT: BRAND MANAGERS COVERING A WIDE PORTFOLIO OF PRODUCTS
Brand activities across a range of brands were not having the desired impact on customers. A review of their brand plans by PMA found that they were not very customer-centric, resulting in generic, undifferentiated messages and activities.
There was a need to upskill the marketing team to enable them to develop more compelling and differentiated messages and activities, based on a deeper customer understanding of specific customer segments.
PMA developed and delivered a three-stage programme, based on the initial needs analysis:
A 2-day marketing development centre assessing key marketing and leadership competencies, to provide feedback for individual development plans and drive engagement with the learning programme
A series of 1-day live action brand workshops with cross-functional brand teams, enabling them to work through their full marketing excellence approach to develop stronger, more customer-centric brand plans
Post-workshop coaching support for the brand teams as they finalise their plans
Learnings from this programme enabled the brand teams to develop tailored strategy, activities and messages for different customer groups, which resulted in increases in market share. One brand saw a 9% increase in share in one key customer group in the 6 months following implementation of their new brand plan and became the number one brand within another key customer group in the same period. The coherent, tailored strategy developed during this initiative has also resulted in strong take-up of two new launches within another brand portfolio.