An iconic brand with a unrivalled business and consumer
footprint. A rapidly fragmenting market and competitive market.
Traditional channels and revenues were under threat from new
competitors and technologies and new user behaviours need to be
understood and utilised. Our client faced an unprecedented
challenge not only in understanding and interpreting the change but
defining a strategic direction for the future to grow revenue and
build a robust and competitive value proposition...
What was the question?
What is the impact on the business of customer usage decline and
what steps should be taken to develop and manage customer usage
strategy to maximise advertising revenue into the future?
What was our approach?
As part of the project we undertook a series of tasks
including:
- Auditing and assessing the changes in the directories industry
and the impact on the structure and competitiveness of the market
to help develop a holistic view of the client's proposition and
competitiveness
- Defining the key triggers for customer usage decline and
defection to define key areas for business improvement
- Developing financial impact scenarios to frame the context for
future strategy planning
- Producing a suite of co-ordinated actions to undertake to
rebuild revenue and strengthen the value proposition to users and
customer
What was the outcome?
- A reinvigoration of the brand by focusing on a single brand
"message" across all channels - promoting and developing unique
product and brand characteristics
- A realignment of business marketing activities to support the
proposition with activities defined by work-stream
- The establishment of a GSG brand scorecard to monitor brand
health
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