Company start-up
Situation
A
start-up telecoms company with funding and a business plan, but no marketing or
product development function.
Brief
Build
a product marketing team
Develop
processes
Develop
and launch current planned products
Plan
and deliver marketing communications programme
Develop
innovative, competitive pricing
Solution
Recruited
and built a strong team, introducing training and team building activities to
form a coherent and highly effective team.
Developed
robust and demanding processes, interlocking these across the organisation.
Initiated a review process to ensure processes were followed, measured and
improved based on experience. Produced pro-forma templates for each document within the
process, to ensure consistency of information and avoid duplication of effort.
Undertook detailed analysis
and redesign of the original products and led the development and preparation of
the product offering and the organisation for launch.
As a new company, 186k needed
to create market awareness of the company, the brand and the services it was
offering. Significant market
awareness was achieved through a programme of exhibitions, advertising, direct
mail, PR, sponsorship and customer events.
A
market research programme was completed and competitor products and pricing
analysed to develop a competitive pricing scheme for 186k, and, with new methods
of structuring pricing, we were able to give customers longer term commitments
to value for money. Pricing tools
were developed to enable Sales to provide accurate price calculations quickly
and easily.
A
strong, co-operative team delivering to plan
Products
launched on time, to budget, with full support in place
Brand
recognition generated within industry and sales leads produced
Strategy
in place and developments underway