Marketing Case Studies
Development and Training / Durable Goods
Client: A Fortune 100 global consumer durables corporation. Business spans a range of categories, all being marketed under the corporate brand name.
Business situation: Strengths in technology innovation enabled sustained, rapid growth to global market share leadership. The challenge was that technological breakthroughs were becoming more difficult and competition rapidly matched any new technology.
Business Need: Management concluded three interventions were required to sustain growth
- Balance the existing technology strength with a more market/consumer oriented approach to the overall business.
- Strengthen the equity of the corporate brand name with both consumers and retailers to build preference for products marketed under this brand name.
- Adopt a common terminology and business approach across all business units and across all global regions. This would enable better collaboration resulting in more robust innovation and speed to market.
Why CCC was hired: Global benchmarking by the client indicated P&G is "best in class" at a market oriented approach to the business. While P&G’s consumer disposables industry is very different than the consumer durables industry, the client believed they could get more creative and exciting best practices in consumer centric marketing by learning from a different industry.
Importantly, the Chairman of P&G was quoted in Fortune Magazine as saying "the most transformational thing at P&G over the past seven years has been our new approach to marketing." He was referring to a re-engineering of marketing in the early 2000’s to make it more market/consumer driven.
CCC Senior Consultant Rad Ewing was a leader at P&G in creating, training, and driving implementation of this re-engineered approach to marketing. A senior executive at the client knew of Rad’s role in this and approached CCC/Rad.
Consulting Project: The overall goal was to adapt P&G’s marketing approach to be effective in the durables industry. Since P&G’s approach addressed the same three objectives as the client had (see above on Business Need), there was high confidence it would fill the client’s needs, assuming it could be properly adapted to the different dynamics and success drivers in the durables industry.
CCC and specialists at the client collaborated in developing the new marketing approach and in creating and delivering training. This enabled better customization to fit the overall business approach of the client and inclusion in the training of case study examples and application exercises using client data.
Consulting Outcome: The Vice-Chairman of the client liked the re-engineered approach to marketing which Rad developed so well that he made it a top corporate priority for adoption. CCC was then contracted to help drive adoption. This included CCC conducting one day training workshops for marketing people across all regions (several thousand people) and helping develop on-line training. CCC was then hired to provide more advanced training workshops on specific marketing topics like communications/advertising development, consumer insight generation, and habit formation. CCC is in its fourth year working with this client.
Contact Information
Call or email Dick Bruder, CCC President/CEO, at (513) 233-0011 or dbruder@cincconsult.com.
