Security Sector - Commercial Product Launch Strategy
This central government client wanted to launch Government’s first truly commercial consumer product
12 months from launch they lacked a marketing strategy and plan, decisions were not being made based on customer insight.
What we did
- Developed the business case for each product, identifying the opportunities for increased profitability and improved customer experience.
- Built internal credibility, coached and motivated existing teams (Board to middle management)
- Developing targets and projects enabling individuals to achieve quantifiable results.
- Developed an overall strategy and budgeted plan for launching the national identity card scheme
- Ensured delivery of key activities against Ministerial requirements and deadlines
- Embedded marketing and business planning expertise in the marketing function
Outcome: The product sales matched expectations at launch, marketing budget was cut by £2m as a result of greater customer understanding
