Marketing Strategy- Case Study- Grattan plc
Background
Grattan home shopping had traditionally been highly successful due to the agent's network. This is a declining market and sales were falling and Grattan was also suffering from the "high street malaise", lack of differentiation of the brand.
Issue
- The products and promotion of the brand were driven by strong individual players at the detriment of the brand as a whole
- Product selection was not customer focused
- There was no communication of business aims and colleagues were unsure of how to help drive the business forward
Solution
- To develop and communicate a marketing strategy that created a single differentiated strong brand that all players understood and supported, allowing a full promotional package to be focused on achieving success
- The key to success was the extensive communication programme associated with the re-branding which involved all colleagues
Results
All employees knew and promoted the Grattan brand aims. In a cluttered market place the customer offer was clear, easy to understand and unique. Sales decline was halted. |
