Customer
Global animal nutrition company (9 Bn€ net sales)

Frederike
Schütz

Strategy consulting

HOW WE DEVELOPED A GLOBAL MARKETING STRATEGY FOR AN ANIMAL NUTRITION COMPANY

Case

Development of a marketing strategy.

Project Scope

TTE was asked to support the development of a 5 year marketing strategy for one of the top global players in the animal nutrition industry. The overall aim was to maintain their market leadership with a special focus on better connecting customer insights with strategic initiatives.

Approach

Marketing is all about communication. Companies need to let their target group know why their services and products are the best choice in the market and the right match for their customers' needs. To be able to do so, organizations have to ask themselves:

 

Who is my target group?

&

What are the needs of my target group?

 

When starting the project, we realized there was a lack of solid data to answer these two questions. Therefore, we conducted customer surveys and expert interviews along with pinpointed desk research. For the interpretation of our collected data we worked together with a team, involving 15 people from the client’s headquarter and the regional marketing departments. This fruitful exchange ensured a holistic perspective and we were able to benefit from the many years of experience of the client’s team.

 

Thanks to the additional insights and a thorough analysis of the sales revenues, we then identified the largest opportunities in the market and defined the main axes of the global strategy, from which the regional strategies were developed. Our core recommendations involved a special focus on sharpening the brand position via targeted and distinct marketing campaigns with strong value proposition along most relevant portfolio range and customers.

 

“Our data-supported marketing strategy indicated 90% sales revenue growth over the next 5 years by mapping opportunities across all relevant markets.”

Frederike Schütz, Consultant

 

It was decided to start the roll-out of the international marketing strategy with one product group first, using it as a pilot and adapting the other products later on. At the end of the project we delivered a customized strategy template including a step-by-step guide to support the future development of the product group strategies.

Results

The project delivered impacts across a number of areas:

  • Data-supported opportunities mapping across all relevant markets, resulting in an ambition of 90% sales revenues growth over the next 5 years.
  • Higher transparency and alignment degree between the global marketing department and the 6 regions
  • Defined strategy development process tailored to the company objectives


The Team
Enablers



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