Comprehensive Research and Marketing Consulting
Client: NORMARK
The client approached MCG to update their marketing strategy. To refresh the strategy and develop a marketing plan, a series of research studies were required, conducted both internally within the company and externally on the fishing supplies market.
The comprehensive research included the following stages:
- A marketing audit of the company (developing a preliminary set of recommendations for improving and changing marketing and sales with the ultimate goal of increasing profit).
- A survey of representatives from wholesale companies in three categories:
- Those currently working with Normark
- Those who have stopped working with Normark
- Those who have never worked with Normark but are aware of the company
- Monitoring of sales locations (determining the placement of the company's retail brands relative to competing products; evaluating product merchandising, informational materials, and sales consultations).
Results
- Analyzed the specifics of the Ukrainian market for outdoor recreational goods.
- Conducted a competitive analysis.
- Assessed the company's strengths and weaknesses, and described resources for improving its operational efficiency.
- Studied clients' attitudes towards the company as a supplier (evaluating pricing policy, product range, informational support, manager performance, and joint promotions).
- Analyzed the company's website and provided recommendations for its optimization.
- Developed a marketing plan for 2017.