Case Studies
Challenge/Approach/Solution
Below are some case studies which illustrate how I have helped clients in different ways. Although each project has been different the fundimentals in the way I work remain the same.
- It is essential to fully understand the Challenge you the client face
- Based on this the Approach I adopt may vary, one size doesn’t fit all
- This enables me to deliver the Solution which best meets your needs
Marston’s Beer Co. – Planning & Strategy
The Challenge
- Map out the strategic direction of their brand portfolio
- Including the marketing strategy required to realise this
The Approach
- Created a strategic framework and conducted sales analysis of their portfolio
- Generate a range of scenario’s built around realistic ambitions
- Evaluated the commercial impact of these different scenario’s
The Solution
- Delivered detailed volume & value market forecasts
- Provided an independent critique of historic brand performance
- Created a roadmap for the portflio to grow gross profit by +3% per annum to 2020 = £5m+
Branston Golf Club – Insight & Analysis
The Challenge
- Help them and their in town restuarant The Winery with the tendering process for a new drinks contract
- Review brand ranges, retail pricing and margins in order to explore ways to generate additional revenue and profit
The Approach
- Look at the existing brand & portfolio performance, benchmarking current cost prices & margins
- Write the tender document, review & critique supplier responses
The Solution
- Detailed analysis of each supplier quote, prices & additional funding
- Recommend which supplier to choose, which brands to stock and cost prices to accept
- Resulted in an improved cash margin of over 30% per annum
Heineken UK – Improve Insight Capability
The Challenge
- Improve and develop the capability of the market insight team of a Heineken UK
- Increase the contribution and involvement they make to business planning and decision making
The Approach
- Review existing data sources and outputs
- Engage with internal stakeholders and external data providers
- Re-focus and re-purpose team priorities
The Solution
- Develop a new suite of regular reporting
- Re-negotiated contracts with external data providers
- Produced 10 year beer and cider market forecasts
- Team pro-actively involved in company planning process
Drinkaware – Industry Insights
The Challenge
- Help secure funding for alcohol charity Drinkaware out to 2020
- Identifying major changes to the alcohol industry, especially since 2009 when the previous funding model was agreed
The Approach
- Identify key data sets and sources
- Data included; consumer by category; retail sales and industry structure; government revenues from the industry
The Solution
- Provided 10 year alcohol trends – volume and retail value
- Macro landscape presentation – tables, graphs & narrative
- Additional context – background & analysis
BBPA – Improved Insight Delivery
The Challenge
- The annual Statistical Handbook produced by The British Beer & Pub Association had become cluttered and not fit for purpose
- Its content needed reviewing as well as the way it was being delivered
The Approach
- Interview stakeholders from across the industry to understand how the handbook was seen
- Explore different options in terms of hard copy vs. electronic etc.
The Solution
- Recommeded sections/pages to keep or loose
- Introduced the idea of electronic delivery which mainatained all the history
- Streamlined what went into the hard copy handbook to make it more user friendly