Kinetic helped the Leadership Team turn the concern of an emerging competitive threat into an aligned set of strategies and plans that they then helped us deliver. They are not afraid to use straight talk to push the team to do the right thing.
Case for Change
The Leadership Team needed to turn the threat of an emerging competitor into an opportunity to develop an aligned set of strategic choices to accelerate growth.
Shared Vision
To align the organisation behind the rallying cry of ‘not another pint lost’ by transforming the competitor product launch threat into an on-trade defence plan, accelerated NPD response and refocused brand equity programme.
Feasible Plan
We assessed the business situation to help identify gaps between existing plans and what was needed. Through a highly collaborative process of one-to-one sessions and workshops, aligned an evolved strategy with management and the board. We then worked with key internal and external stakeholders to turn the workstreams into plans and executions. The resulting NPD, brand, and business plans were then launched and are now ‘in’ market.
Capability to Deliver
We worked with both agency and brand teams on what great brand equity looks like, from creative brief development to evaluating concepts and providing agency feedback.
Result
One year after intervention in marketing and NPD, brand growing +8%, vs key competitor +5.7%.
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