Case Studies Market Works International
has served the [Alcoholic Beverage] [Apparel] [Cruise Line] [Economic Development] [European Economic Development Council] [Financial] [Hotels & Resorts] [Major International Air Carrier] [Not-For-Profit] [Publishing] [Retail] [Retail Location] [Telecommunications] [Telecommunications – U.S. Introduction]
Alcoholic Beverage Developed a marketing plan designed to identify and exploit a niche to build market share in an already crowded playing field.
Apparel Turned a market weakness into a sales strength by strategically positioning this importer of children’s wear as the design trend-setter for the spring/summer season and parlaying that strength into a new line, which co-opted competitive share for the fall season among sun-belt store locations, generating incremental revenue. Developed a "Sales Accelerator" program to increase revenue by targeting key retailers with a program that incentivizes their buyers to commit to higher order volumes by generating a 50% increase in the average purchase at register. This program offers a double benefit in as much as it is redeemable off-invoice for the next order, not only ensuring a re-order sooner, but reinforcing the purchase decision by visually demonstrating the company’s performance.
Cruise Line Market Works was engaged to work with in-house staff to guide them in the development of the marketing strategy and direction, and ultimately the production of a marketing plan. The specific challenge was to find a way to allow the Line to successfully transition to newer vessels and attract the appropriate target audience necessary to fill those new vessels, without jeopardizing the existing customer base and revenue streams necessary to continue deploying the organization’s "classic" fleet. Part of the assignment was to train and empower existing personnel throughout the exercise to ensure ownership and secure implementation of the final product.
Economic Development The Membership Services Division of the Chamber of Commerce is charged with helping retail businesses maintain and expand their enterprises in order to preserve their viability and continue to serve the community residents and visitors. We developed and conducted a research program (i.e., a combination of qualitative, focus groups; and quantitative, mail surveys) designed to elicit attitudes and opinions from residents, visitors and non-visitors which has resulted in programmatic marketing recommendations designed to help those businesses generate traffic to their stores.
European Economic Development Council Market Works has already conducted an onsite visitation and situation assessment to help the Council identify and develop its constituents whose viability offer the greatest opportunity for expanded distribution into the U. S. We designed a variety of program recommendations to support a phased, three-year initiative.
Financial Developed strategic direction and a communications package designed to deliver third party "sell through" for the company’s national wholesale product via banks, realtor offices and builders. Designed a program to increase transactional business penetration through a third party sales force, including a written guide to initiating business programs. Re-evaluated strategic direction, re-focused business priorities and provided management oversight for a subsidiary company, which is now showing upside results.
Hotels & Resorts (Case Study 1 of 2) Developed a marketing plan which strategically positioned this group of Caribbean hotels and resorts for the U. S. Market including a preemptive component designed to prevent directly competitive resorts from capitalizing on the hotel’s existing awareness-generating efforts.
Hotels & Resorts (Case Study 2 of 2) Designed, authored and conducted staff development training with an emphasis on group interaction to develop product definition and positioning, which was to be integrated into all sales and marketing efforts.
Major International Air Carrier Conducted a research study of current Air Line customers, which provided insight that allowed us to design effective programs that will not only generate more customers, but, capture a larger share of business from existing and potential purchasers. Based on that research we initiated a proposal designed to create programs to address and improve the airline’s relationship and effectiveness with the travel trade. At the airline’s invitation we have since presented this initiative to their sales management team, who endorsed it pending budget allocation. (We also conduct annual research on the Airline’s behalf with Travel Agents nationally).
Not-For-Profit Our business relationships are defined by our ability to add value to efforts we strongly believe in. We were hired initially to prepare a financial viability study and coordinate the search for a permanent home for the Museum, (the latter of which involved presenting the institution as a resource on which local communities offered bids). The Board was so satisfied with the initial results that Market Works was retained to conduct a Staffing Analysis and Plan that gave the Executive staff the ability to prepare to staff and fund the growth they will need for their new facility. As part of the charge of our ongoing relationship to support the Museum’s financial viability, we authored a revenue-driven marketing and communications plan that will help this not-for-profit organization coincidentally generate the exposure and earned income through programs that we will initiate and implement on their behalf.
Publishing Developed a program designed to increase business among the flagship Magazine’s top current and potential customers and identify motivations key to future purchase behavior applicable to building market share. From that study we crafted both a marketing strategy for the publication as well as individual sales strategies to help grow incremental business.
Retail To help create economies for a specialty store chain, we created an umbrella marketing plan for all locations in multiple cities, which included an analysis of their profitability across all product lines. This gave them the ability to leverage margin advantages for specific products in promotions and "bundling" of product to increase the average sale. We also shopped and analyzed their competition to give them the ability to present their goods in a way that was more consistent with their positioning as a "discount" store. In addition, we created customer retention tools creating a "loyalty program" designed to offset the incursions from competitors. This included a customer database with "VIP" designations, which allowed for segmentation of that database. That segmentation allowed them to react with specific product offers to customers through the mail, which proved not only cost effective, but also discouraged competitive shopping.
Retail Location We did an analysis of household income levels within the mall’s trading area and determined that the existing market was too narrow to support the initial strategy of a facility dedicated exclusively to couture level goods. We urged management to bring in branded stores names and a "name" anchor, to create a better mix without diminishing the upscale presentation. In addition, we created a marketing plan that outlined all advertising and local area promotion which allowed the management company to get buy-in from the tenants in order to coordinate their efforts and tie-in as often as possible.
Telecommunications Developed strategic analysis to identify competitive positioning opportunities and generate programmatic solutions to building greater market share.
Telecommunications – U.S. Introduction Developed a marketing and communications plan as well as program applications designed to identify the structure and operation of the U. S. payphone market to maximize potential for market entry.
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