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Marketing strategy

THE CHALLENGE: A financial services company wanted to introduce a new product into a market sector it had no experience of and hired us for strategic advice. Our research suggested that the sector was saturated.

THE SOLUTION: We repositioned the product and worked to create a new and emerging market sector that our client would lead. Since speed to market was critical to the success of this initiative, phase 1 of the assignment focused on the expert application of consulting/marketing skills.

Phase 2 focused on building the necessary skillsets within the company to launch further products into the sector and to build new routes-to-market. We were able to use a combination of product management skills and coaching techniques in the short-term, whilst building the expertise within the company for the long-term.

THE RESULTS: Two years later, the company is now the market-leader in the sector having launched a new range of products and built a new sales channel to support them.

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