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Telecom: Equity and Position Optimization
Business Issue
Our client was operating in a saturating business, and in order to build new revenue streams, it was entering new telecom and ICT markets. With limited incremental marketing resources, the client had to achieve maximal marketing productivity. The client was operating through multiple brands, existing brands and brands it had recently acquired. The client was very well known in its current business, but lacked credibility in the new area it was entering.
Marketing Clinic Implementation
- MC developed a recommended brand portfolio strategy with clear guidance on which equity drivers should be emphasized to drive sales in both current and new businesses
- An extensive implementation roadmap was created to assign brand development responsibilities across the organization
- A team of three people from Marketing Clinic were assigned to drive the change alongside the client
Strategic Implications and Business Results
Client was recommended to consolidate its operations under one brand in all Nordic and Baltic markets, except for one product brand where revenue risk was significant.
Four equity drivers were indentified (out of 87) in order to ensure the whole organization was driving towards the same target positioning .
Client Testimonial
The Marketing Planner has brought our marketing management to a new level in terms of alignment with strategy and targets but also cost control. The flexibility of Marketing Clinic in tailoring the tool to perfectly suit our needs and the user training provided by Marketing Clinic were key factors in enabling us to take the Marketing Planner into use so quickly and smoothly.
- Mikael Simelius, Vice President Marketing Communication and Branding, Wärtsilä Corporation
