Marketing Case Studies
Customized Training / Packaged Goods
Client: A Fortune 500 company in the fast moving consumer goods industry. Business spans a range of Categories with numerous different Brand names and included both business to consumer and business to business marketing challenges.
Business Need: Senior Leadership identified a need to train the Marketing organization (as well as Market Research) on best practices for targeting and Brand positioning. The company had templates to capture strategic targeting and Brand positioning choices, but the organization had not been trained in depth on how to make those choices and activate them.
Why CCC was hired: Client believed CCCs consultant, Leonora Polonsky, would have unique insight and ability to train on these topics given her 23 years of experience at Procter & Gamble and affiliations with numerous external experts on these topics. Leonora had also taught this topic at University of Cincinnati and had given numerous external speeches related to this topic.
Consulting Project: In partnership with a Senior Leader from the client company, CCC developed a totally customized training program designed to cover exactly the material that was most relevant to the clients marketing organization and most actionable. The training was designed to include significant time for the participants to immediately apply what they had learned. Participants were seated with their natural work groups, making the application of the new material most actionable at the session and beyond. The training was delivered by the CCC consultant together with a Senior Manager at the client company. This provided a great mix of external perspective and internal enrollment. Also, Senior Marketing Leaders, including the CMO, attended the training, both to learn with their organizations and to endorse the training and its importance.
Consulting Outcome: A number of key Brands made immediate changes to their key strategic choices, resulting in more robust Brand positioning and target consumer choices. Several of these changes were acted on almost immediately, resulting in communications and packaging changes, for example. Both the pilot and the rollout of this training received record breaking scores from the participants.
Contact Information
Call or email Dick Bruder, CCC President/CEO, at (513) 233-0011 or dbruder@cincconsult.com.
