1) PRICE AUDITING
Company Objective
This client had
recently acquired a company with several categories that had been run on a pure cost plus basis by the previous owners, rather
than taking account of the market price opportunities. A major problem was the complexity of pack size, case size and number
of products which could range from 15 to over 75 depending on the size and location of outlet.
Methodology
CCMA were asked
to liaise with both sales and marketing to identify those outlets that would be willing to assist by consenting to a competitor
price audit and distribution gap analysis.
On the day of the
audit, these managers/owners were also interviewed on a one to one basis to explore how they viewed future category growth.
Interviewers focused on identifying the pack formats the managers thought worked best and the promotional activity that they
would proactively support.
Timescale
This was piloted
with just 10 different sized outlets to start. The lessons learnt indicated that most managers felt the same way on pack format
and promotional activity. However none had a clear idea on brand quality or the
price positioning that should exist between the different brands being supplied.
On this finding,
the project was rolled out to another 50 outlets but on a price audit only basis. Brand educational material was supplied
by marketing and distributed to the outlets by CCMA.
Competitor promotional
activity, display stands and POS material were photographed for further marketing analysis. Work continues on various categories
as and when needed.
Benefit
The
company had numerous key priorities following the acquisition, especially involving the sales force and customer relationship
building.
CCMA
was the quickest and most cost effective way for marketing to get the key building blocks in place for developing future brand
plans - without distracting the sales force at a key time.
2) OBTAIN BENCH MARK SAMPLES
Company
Objective
The marketing department
of a major FMCG briefed CCMA to benchmark their flour packaging, prior to relaunch.
The commission included
the sourcing of all packaging sizes (from 2kg bags through to 25kg sacks) used by the major competitors in the ethnic market.
Methodology
In consultation
with the company’s sales force, locations were agreed and appointments arranged for CCMA personnel to visit a selection
of stores from London to the Midlands.
One
to one discussions with managers and senior staff were conducted by CCMA; relevant samples obtained; and conclusions and recommendations
from the trade were submitted for each location.
Timescale
From
initial brief to delivery of samples and customer feedback the project was successfully completed in four weeks.
Benefit
Key information
collated by CCMA, including input from the trade, played a part in the successful relaunch of the product.
In addition, by
using CCMA expertise, the company sales force was released to focus on their primary sales objective.
3) Promotion Compliance
Company Objective
An international
drinks’ brand had planned promotional activity to run alongside TV advertising.
Experience had shown
that time-critical support to the Cash & Carry “push” results in greater impact from these advertising campaigns.
Methodology
CCMA called on key
outlets to:
Check the delivery, installation and stocking of freestanding secondary point of purchase stands.
Underline to managers the objectives and timings of the
TV campaign and ensure the placing of additional
uplift orders
Timescale
From
initial brief to full compliance campaign commencement – two weeks.
Benefit
The outlets appreciated
the additional help/advice given by CCMA and gave priority to the campaign, resulting in additional orders.
The drinks company
was singled out as being much more proactive than larger competitors.
4) AGENCY PITCH
Company Objective
A medium sized communications
agency had been asked to pitch for a power tools brand advertising business.
Methodology
CCMA were asked
to conduct distributor and customer research to give a unique perspective to the creative pitch.
Timescale
The process took
just 8 weeks.
In depth interviews
were set up with key distributors, and the questionnaire was piloted amongst a range of large, medium and small outlets.
Results were analysed
and fed back to the creative department who developed a range of promotional and trade press ads.
This material was
taken to stage two group research and then refined with the feedback.
Creative concepts
were then presented to the client at the pitch.
Benefit
The agency won the
pitch on the grounds of strong industry understanding and the unique insights which were translated into a powerful creative
treatment.
