Concise Local and International Case Studies

Author: Alan Kaplan7-05-2013


Qantas Aquire Loyalty Program

Background

Qantas Loyalty perceived an opportunity to develop a niche loyalty program aimed specifically at SME’s. The objective was to develop and test various models that would optimise the benefits for the target market and other stakeholders, including Qantas Loyalty and their Partners. Optivance 360 was chosen to assist Qantas because of its expertise and skill and the ability to provide fresh ideas and creative recommendations in a number of crucial loyalty related and business areas.

What We Did

Optivance 360 worked alongside Qantas Loyalty senior management to test different business models and scenarios and provide objective advice and analytical and creative input across a number of crucial areas. These were very well received by management.

The Outcome

The new Loyalty Program was announced in late 2013 and officially launched at the end of March 2014, with great success. Within days of launch thousands of new members joined the new program and began benefitting from it. Optivance 360 is immensely proud of being chosen to partner Qantas Loyalty in this regard.
 

Fimale

Background

Finale is a rodenticide initially launched in a pellet form for indoor use in the consumer sector and in a liquid bait form for use in warehouses and grain stores.

Our branding tagline “one dose and it’s the end of the rodent’ was extremely well received as were our many innovative campaigns into many niche market sectors, including a 30 second radio campaign in which Finale the world heavyweight champ annihilates King Rat, the challenger, in the ring.

The Issue

Despite the success of the brand there was a considerable amount of additional opportunity mainly through product and market development

What We Did

Working closely with Agrevo (later Aventis) we encouraged the introduction of an additional variant to stem the tide of rodents before they had an opportunity to go indoors. This new variant was in the form of a water resistant cube whose impact on the environment had been minimised. This included colouring the product blue as this is the least attractive colour to birds.

The introduction of the new variant now enabled us to add value to the range as we were then able to communicate that Finale was the total solution to all rodent issues, which impacted very positively.

In addition we then focussed on acquiring additional niche markets in the health and hospitality sectors which brought with it further growth and profitability thereby entrenching the company as the market leader in environmental health.

The Outcome

Sales of Finale increased significantly and its position as market leader was further entrenched with an increase in both market share and profitability.

Goliath Gel

Background

Goliath Gel is an excellent product used to eradicate cockroaches. Once the clear gel, which attracts cockroaches, is applied it lasts for months and cockroaches need only touch the bait for it to kill, although most consume it. Entire colonies of cockroaches are eradicated through the cascade (domino) effect which manifests as cockroaches that have been in contact with the gel touch others in the colony or are consumed by other cockroaches after death.

The Issue

Agrevo wished to create awareness and exceptional value to the brand to further enhance sales.

What We Did

The active ingredient (Fipronil) is used by professional pest control companies.

We decided to target those who did not wish to go to the expense of calling in the professionals or where the extent of the problem was not at the stage where it warranted this or simply when this option was not affordable.

The brand positioning incorporated the value proposition that users would have access to a professional quality solution at a fraction of the cost of calling in a professional pest controller.

In addition we emphasised that the product was easy to use and apply (in a syringe format). It was also fast acting with long term efficacy and did not have any of the negatives associated with spraying. An excellent communications and PR strategy was devised and distribution extended.

The Outcome

Successful branding, marketing and communication of the concept in consumer and niche sectors proved highly successful and profitable for the company.

Linking individual brands to the Agrevo Corporate Brand

Background

We wished to ensure that Agrevo conveyed as much value as possible at both a corporate and individual brand level.

The Issue

Whilst the individual Agrevo brands were doing extremely well we believed that establishing a link (endorsement) between Agrevo and its brands would have a positive impact on both the corporate and individual brands. In this way branded products emanating from Agrevo would carry with them the assurance of quality, expertise and exceptional efficacy.

What We Did

All print advertising incorporated the Agrevo logo and a tagline (Setting the standards) in the lower right hand corner thereby creating a synergistic link between the corporate and individual brands. This also reinforced the positive perception that consumers had across all brands emanating from Agrevo. We also introduced this connection in electronic media as well as in PR and recommended a similar approach online.

The Outcome

This approach impacted very positively on both the company and its brands from a credibility perspective according to the research, as consumers were now far more likely to trust and buy products emanating from Agrevo.

Other brands we successfully built for Agrevo include: Coopex, Coopermatic, Termidor, Zero, Killem and Maxforce. Our contribution to taking Agrevo (later Aventis) to and consolidating their position as market leader in a mature market was acknowledged by the company in writing.

Minolta Cameras

Background

The sole importers and distributors of Minolta Cameras required insight into consumer preferences and other crucial aspects.

The Issue

The company was experiencing difficulties with areas of their sales and marketing efforts and needed information to assist them with their branding and marketing strategy and tactical approach.

Issues at stake included consumer opinions of current models by users of Minolta and competitive brands as well as preferred features and expectations, pricing perceptions, competitive aspects, advertising, communication, after sales service and related issues.

What We Did

We conducted qualitative and quantitative market research in the relevant target sectors, uncovering valuable information which contributed to a deeper understanding of Minolta and other brands as well as other highly crucial issues.


The Outcome

Once consumer needs were ranked and perceptions and preferences more fully understood, the branding and marketing strategies were reformulated and tactically implemented, with very positive outcomes. Sales of the most popular model grew by 19 % in the year following the research and its implementation.

Defy Hobs and Ovens

Background

Defy Ltd is a renowned manufacturer of stoves, cooking surfaces and ovens that required marketing information to justify a large investment.

The Issue

Before launching a new range of hobs and ovens Defy needed to establish which of a number of prototypes they should manufacture and introduce onto the market. The company wanted to base this on consumer preferences for a wide range of features and required guidance with their branding and marketing strategy for the chosen range and features.

What We Did

A large statistically valid quantitative study was conducted whereby respondents viewed a range of hobs and ovens and discussed their features and preferences, with reasons.

The research showed that by far the most popular choices were the glass top hob and the eye level oven.

In addition to these, there were a number of other models that were sufficiently popular to incorporate in the range, whilst others were excluded. Various features were discussed and preferences established

Following insights from the study, strategic and tactical decisions were formulated and implemented.

The Outcome

The launch was an overwhelming success and the range quickly captured by far the largest market share and continues to dominate

Ciba Geigy

Background

The ethical division of Ciba Geigy sought a way to ensure that their newly introduced products would be prescribed (diffuse) faster.

The Issue

As a consequence of research and development (including clinical trials) approvals and other legal issues it meant that newly developed ethical drugs take many years to launch.

Once launched Ciba Geigy wanted to optimise the acceptance of its new products amongst doctors and specialists.

What We Did

We instigated a research project that would identify and profile doctors and specialists who were innovators in order to focus on them for future campaigns to speed up the diffusion of these products.

We partnered with Pharma Data a company that recorded when and by whom prescriptions had been issued for new products in the past.

Innovators who had prescribed two products within our designated time frames were invited to be included in a quantitative survey as were a valid sample of those who had adopted later, and the results compared for statistical significance.

Demographics and psychographics were analysed and an innovator profile formulated that provided Ciba with an opportunity to target funds to innovators on new product launches far more effectively. Factors such as language, age and medical school attended all played a role.

The Outcome

Once Ciba Geigy targeted the innovator profile and its spend became significantly more effective as a consequence of considerably faster acceptance and diffusion

BASF

Background

BASF Crop Protection wished to enhance their sales and marketing efforts to a far greater extent.

The Issue

Whilst BASF Crop Protection believed it was performing well in their marketing and sales endeavours it felt that that these efforts were not being reflected in its sales performance.

What we Did

Our solution was to partner with Markinor, a prominent market research company. Following input from BASF and ourselves, Markinor conducted a large quantitative survey in the agricultural sector. Factor analysis and other statistical techniques were utilised in the analysis to provide solutions and direction.

What was uncovered was that whilst BASF was indeed performing well against some criteria these ranked far less in importance than envisaged. Other factors the company had not focussed on (with a higher importance ranking) were the ones that really mattered.

The Outcome

By realigning their priorities as well as uncovering other critical issues we provided BASF with valuable strategic and tactical input in areas relating to branding, marketing and sales, which enhanced performance substantially.

National Magazines/ Media 24

Background

National Magazines is part of the Media 24 group, an extremely large and diverse listed public company focussed on publishing.

The Issue

The group needed assistance on two levels, i.e. internally, as well as establishing innovative ways to add value to advertisers with a view to building relationships and increasing advertising revenue.

What We Did

I contracted with National Magazines as their internal business consultant to assist the division with its market development and change management. The former included editorial advice based on market research whereby reader profiles were linked to demographics and lifestyles as well as working closely with senior management on the implementation of new products targeted at specific consumer sectors.

In addition, I recommended the implementation of market research panels for the major magazines to assist the company and its clients, who were invited to include questions on the panels.

This was extremely well received as an area of significant added value. Both consumer and agricultural panels were utilised with great success.

Furthermore I analysed and presented findings in the form of a written report to clients, along with recommendations, on behalf of the company.

The Outcome

National Magazines circulation increased as a consequence of vastly improved editorial and magazine covers and new products were successfully introduced across a number of market sectors.

The panels were highly successful and as a consequence advertising revenue was greatly enhanced as was the relationship between the division and its clients. After the first year of the panels advertising revenue rose 17% after adjustment for inflation.


World Vision

Background

World Vision is a development and advocacy organisation founded on Christian principles that is dedicated to working with children, families and communities to overcome poverty internationally.

The Issue

World Vision was a major advertiser in National Magazines as many of their products targeted their donor profile extremely well.

Despite this good fit the organisation felt that its advertising efforts were not yielding anything like their full potential. World Vision needed market research to help establish what the issues were in order to attain considerably better outcomes but did not want to spend large sums of money in this endeavour. As such the introduction of the National Magazine Panels provided the organisation with an ideal opportunity.

What We Did

A series of questions was compiled and included on those panels whose readers best fitted their target market and in which they advertised.

The Outcome

The findings reflected issues in the advertising message and impact and the fact that many felt that too much emphasis was being placed on sending funds abroad rather than focussing on pressing local issues. These and other aspects were addressed and subsequent marketing efforts increased donations substantially.

 

Kamillen Products

Background

Kamillen products is a manufacturer of OTC medication and toiletries that focuses on very specific market sectors. The company did not have a dedicated marketing department and as such needed assistance with its branding, marketing and communications, including pack design.

The Issue

The company’s branding and marketing operated on a modest budget and required a comprehensive overhaul. There was a severe lack of synergy between all of the elements.

Advertising was in the form of a multitude of small, print advertisements, across an array of media, often in black and white with little or no impact.


What We Did

We encouraged the company to increase their advertising budget moderately and designed impactful half and full page advertisements in full colour that greatly enhanced their brands visually. We also added functional and emotional values.

In the case of Hercules, one of their major brands we designed an advertisement that captured the essence of the entire range in a single full page advertisement in which quality and strength featured prominently. This was well received as not only did a sterling promotional job, but it was also a very cost efficient solution.

We also optimised the media selection relative to target market, budget and other objectives..

In addition packaging impact was strengthened markedly and all marketing endeavours were planned holistically.

 

The Outcome

Sales improved markedly over the 14 years we held the account, at which time the company changed hands. In acknowledging our contribution the CEO wrote that over this time the company “experienced enormous growth and increased market share for all major brands” and praised our contribution and proactive approach.

 

 

International Advertising Agency

Background

An international advertising agency had launched an expensive campaign for a major manufacturer of white goods that had failed dismally.

The Issue

In order to establish why this had happened the agency hired me as a consultant to review the market research that had been undertaken prior to the campaign planning and launch on which they acted on.

What We Did

I established that the campaign had been based on a series of group discussions (focus groups) that had been conducted with an inappropriate sector as well as having major flaws.

After my findings were presented the agency speedily conducted the research again at their expense.

The Outcome

The campaign strategy was amended and the subsequent sales outcome was far more positive, with an increase of 23% on sales over the following year. I continued to work alongside the agency on a project basis most successfully for many years.


Australian FMCG

Background

A well established Australian FMCG premium priced brand that was distributed by the major chains was experiencing a major decline in sales to the extent that its major brand was threatened with delisting.

A major Australian retail chain recognised that the poor sales was a branding and marketing issue and suggested that the company, which is an SME, contacted us for assistance.

 

The Issue

The company lacked a branding and marketing strategy and plan, and general sense of direction.

Whilst the company was investing in marketing, it only conveyed functional brand values that many others (including the market leader) were also stressing. There was no distinctive point of difference and a total lack of emotional, self expressive or social values. The brand was also not ideally targeted in its communications.

The company relied exclusively on in-store promotional price cuts for volume which did not grow the business in the long term.

What We Did

We formulated branding and marketing plans and strategies and recommended that these be implemented. We optimised targeting as well as creating a point of difference and added emotional and self expressive values to the functional ones. Our recommendations included an enhanced media and promotional mix and a digital presence (including social media). We also recommended that KPI’s and ROI measures be introduced.

The Outcome

The client has been implementing our suggestions as affordable, and sales have improved to the extent that the brand is now entrenched in store. In addition a new variant was recently successfully released.

Australian Insurance Sector

Background

A company that operated in the B2B sector internationally, in a highly profitable niche sector,
wanted to introduce the concept into Australia

The Issue

There were significant legal, branding and marketing related issues that needed to be addressed and the CEO required a great deal of expert, objective and fresh input in this regard.


What We Did

We worked alongside the CEO to assist him with the implementation and interpretation of market and marketing research and then prepared a strategy and plan

This included areas such as the sequence and manner of product roll out and how each of these should be introduced and promoted. We created immense value for the offering and advised the company on how to communicate this.


The Outcome

The company now has major clients across Australia and is performing exceptionally well within its niche market. It is now planning on extending its operation to more countries.

Australian Company with a focus on Entertainment and Education

Background

An Australian SME focussing on entertainment and education in niche markets sought assistance with time and financial management. In addition, the company had developed a number of new products for one of its niche markets and needed guidance pertaining to market research, as well as a branding, marketing and communications strategy and innovative tactical ideas and a guide as to how best to implement these.

The Issue

Although they had tried to ‘go it alone’ in the above areas the company lacked the internal resources and was unable to optimise its potential.

What We Did

We initially conducted a three hour workshop focussing on strategic financial and time management issues and followed this up with a similar workshop focussing on a branding, marketing and communications strategy as well as providing many very innovative tactics.. We then prepared a report, elaborating on these areas covered and included additional recommendations.

The Outcome

The outcomes have been extremely favourable and the company is initiating more of our recommendations over time. Sales continue to improve.

The business owners are highly impressed with the standard of work and the positive outcomes and are committed to using Optivance 360 on an on-going basis.


International Law Firm

Background

An international boutique law firm with an Australian presence had not developed its branding or marketing in an optimal way and needed assistance with these areas both in Australia and abroad.

The Issue

The global brand needed to be strengthened with an emphasis on specialist services locally and internationally. It also needed to market its ability to provide a seamless and highly convenient service for clients living in one domain who required legal expertise and representation in another, as well as emphasising the added value it provided in this regard.

What we Did

We developed brand and marketing strategies and plans for the firm together with tactical recommendations.

In addition, we formulated a unique brand platform as well as recommending and advising on new websites (for which we developed all the content), social media and other on- line activity to communicate their desired brand identity and positioning. Other forms of marketing were also introduced.

The Outcome

Results both in Australia and internationally have been highly positive and we continue to work with our client on an on-going basis.


Contact us

Contact Optivance 360 for a no obligation discussion on how we can assist you with all your branding, marketing and communications endeavours in a consulting, non executive management or mentoring capacity, or for any of our other key business services.
 


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