Issue

To describe the key offerings of a newly created business division eager to exploit its technical capabilities to grow its Marine business, and to enhance the sense of identity within its workforce, most of whom have only recently joined the business following a transfer under TUPE.

Solution

• Through stakeholder interviews we collated the division’s views of its core competencies and the candidate markets and customers that it could sell into

• We held workshops to cross-fertilise ideas, agree priorities and secure buy-in.

• We fused these ideas into a portfolio of complementary but standalone products

• For each product, we identified its key target market and customers and developed critical selling messages based on the insights we had gleaned from our interviews and workshops

Outcome

Our client is able to clearly communicate its offering to new and existing clients. It is able to exploit a set of clear and consistent selling messages. It has a solid foundation on which to build a distinct brand and develop marketing collateral to underpin the promotion of its products and its entry into new markets. Additionally, now that everyone has a clear understanding of what the business division stands for, it is looking to instil a sense of brand ambassadorship into the workforce, and re-invigorate the working environment through internally facing brand development.