Strategic marketing consultancy | Brand marketing consultancy | The Marketing Directors logo

Nile and York

Nile and York logo

How we helped a designer textile brand expand globally

Challenge

To build on the UK and European footprint, strengthen international distribution and presence, and also cement customer relationships.

Interior Design Services Marketing | Nile and York

Nile and York’s elegant website and fabrics

Approach

  • Analysis of issues and opportunities with CEO/management team.
  • Developed plans to build awareness and interest while mitigating risks.
  • Provided guidance and advice to create new marketing materials.
  • International promotion to raise brand awareness, interest, generate leads and also build and cement customer relationships.

Results

New trade marketing communication campaign implemented globally. As a result, this rapidly raised awareness and interest of this designer textile brand. It also boosted distribution in new markets such as the USA, and helped cement customer relationships. Today, Nile and York continues to carve a niche, and also win acclaim for its range of stylish fabrics and new wallpapers.

Check out the beautiful range of Nile and York small print chintz and sateen fabrics and wallpapers. With a range of nine designs and also six colours there is bound to be one to enhance your home.

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Cadbury

Cadbury logo | FMCG marketing success story

How we inspired new desserts for out of home eating

Objectives

To understand attitudes and needs to eating desserts out of home. In addition to uncover insights to create new desserts and grow the category.

fmcg product development

Dessert Development Approach

  1. Restaurant trade observation and secondary research to investigate menus and also the current range of desserts available out of home.
  2. Research planning workshop with marketing, research and food development teams.
  3. Creation of advertising and product stimuli to understand needs and uncover insights and ideas for new products.
  4. Family group discussions in various out of home eating establishments, also creative consumer workshops with different demographic groups.
  5. Analysis followed finally by a debrief and working session.

Results

Provided a series of visual and written insight platforms to inspire and focus new dessert development. Also several pointers to improve trade channel operations. This ultimately helped cement trade working relationships with a leading restaurant chain.

See the delicious range of desserts at McDonald’s UK.

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GlaxoSmithKline

GSK logo | Healthcare marketing success story

How we helped increase sales by nine-fold in three years

personal care marketing consultancy

GlaxoSmithKline Corega

Challenge

Faced with low consumer penetration and demanding targets, GlaxoSmithKline wanted to understand consumer motivations, and potential barriers, to a new personal care product. In addition, to devise strategies to increase product penetration in Central & Eastern European markets.

Approach

  • Collaborative working to develop hypotheses, create stimuli and plan international research.
  • Research took place in 3 countries; Russia, Poland and Hungary. All consumers also ‘tried’ the product before research. Research methods also included in-facility paired depths, group discussions, and in-home observation. Observations allowed us to film respondents using products.
  • Video editing of consumers in Russia, Poland and Czechoslovakia. This helped bring-to-life our findings and also better brief UK based colleagues.
  • Research analysis, then an initial debrief, followed by an international marketing team presentation.

Results

Identified compelling needs and product benefits. In turn this also informed marketing strategy and communication development. In so doing, we drew global management attention to the growth potential of this ‘overlooked’ market.
As a result, a new advertising campaign was created and then aired across Eastern Europe. This inspired a nine-fold sales increase in three years.

Watch the Ukrainian Corega advertising.

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Lypsyl

Lypsyl logo | Toiletries marketing success story

How we researched and developed a strategy to expand a brand in new international markets

Lypsyl product range

Lypsyl product range

Challenge

To understand the global lip-care market, key trends, and also competitor strengths and weaknesses. All in order to focus Lypsyl brand development and international expansion.

Approach

  • Secondary research plus management team interviews to obtain supplementary insights and also discuss issues and opportunities.
  • Review of internal sales and market information.
  • Review of secondary toiletries marketing and research sources. These included libraries, the Internet, retail trade, companies’ websites, and also published research.
  • Creation of spreadsheet model to analyse and prioritise market opportunities. This covered some 100 markets or countries.
  • Analysis followed finally by a debrief and working session.

Results

Provided comprehensive understanding on international lip-care markets and prioritised market entry opportunities. Also provided insight platforms and recommendations to develop the Lypsyl brand. Lypsyl has now been relaunched and successfully expanded into new international markets.

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Dulux

Dulux logo | Decorating marketing success stor

How we inspired a new-to-world paint

decorating marketing consultancy - Dulux Sterishield

Dulux Sterishield

Challenge

Dulux wanted to fill their new product pipeline in order to secure future business growth.

Approach

  • Initial internal consultation to determine what was known
  • Wide-ranging trade and decorating marketing research programme to identify unmet, and new needs, for paint and trade decorating materials. Research involved both consumers and trade opinion leaders such as architects, surveyors, design agencies. Methods included depths, groups and also ethnography.
  • Analysis and presentation of findings using giant boards.These aided further product development.

Results

Over a dozen insights revealed to inspire product development. As a result, this filled the new product pipeline for several years. In particular, we inspired a ‘new-to-world’ Dulux paint product that inhibits MRSA. Following exhaustive hospital tests, it is now realising its multi-million pound global potential.
Significant decorating marketing and organisation opportunities also revealed.

Read more about Dulux Sterishield.

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