DEVELOPING MARKETING COMPETENCIES AT THE IMPORTER LEVEL

Situation/Challenge

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Our client was a US importer who developed a 1million case popularly priced vodka brand, primarily through a strong route to market platform and deep distributor relationships. Utilizing the route to market platform, the importer expanded its portfolio to include premium and super premium brands in the tequila, rum and specialty categories. The importer recognized the need to develop its marketing capabilities to match its sales strengths.

Approach

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We undertook a complete review of existing competencies, and of brand financials and plans, in order to develop an efficient marketing structure and planning process (annual budget/3 year plan). The goal was to service existing needs, while being flexible for future portfolio expansion.

Results

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A new marketing structure and a new budget/planning process were designed and implemented. PLUS Consulting assisted in all aspects of the implementation, including identifying and interviewing potential Marketing candidates, and assisting in the execution of the new planning process during the first year.