Marketing Transformation for a Leading Luxury Wine & Spirits Company

Situation / Challenge

Our client is a highly profitable global industry leader, driven by a Sales and Finance-led company culture, supported by effective Trade marketing and image-led luxury marketing specialists. The end-consumer was largely absent from the Company’s way of working. As a result, the CEO felt strongly that growth opportunities were being missed, and that the solution was in elevating the leadership profile of the Marketing function to drive consumer-centered accelerated growth.

Approach

Transformed the marketing function by designing and implementing globally a 5-level approach covering Role of Marketing, Marketing Organization design, Processes and Frameworks for common Marketing language, target Marketing Profiles, People and Culture. This included a new strategic planning process, a marketing university/training for company executives, and the establishment of market intelligence processes along with other new marketing tools.

Results

The Company has adopted a leadership role for the Marketing function, re-designed Strategic and Marketing planning to become consumer-centric, re-developed a rich base of Consumer Insights and produced a number of new growth acceleration strategies for brands and for entire categories.