AND THE CLIENT SAYS
"Magnani has been a strategic marketing partner for Entertainment Cruises for over 15 years. As we have grown, they have been instrumental in helping us build the va..."
Helen Alfirevich
National Director, Sales & Marketing
Entertainment Cruises, Inc.
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CASE STUDIES
MacGregor Golf
Originally known for premium golf equipment, MacGregor Golf attempted to gain market share by continuing to produce high-quality, custom-fit clubs while simultaneously producing lower-end equipment for mass distribution. As a result, the company was facing loss of brand relevance among the core target, dramatic decline in sales and market share, inconsistent distribution channel strategies and inconsistent and poorly executed brand and product strategies.
PROCESS
THINK
- Facilitation of informational interviews with executives, key staff and channel partners
- Conduction of qualitative research in multiple markets
- Secondary industry and competitive research audit
PLAN
- Development of a comprehensive brand repositioning strategy
- Recommendation of a refocusing of product, distribution and sales strategies to complement brand strategy
- Creation of messaging hierarchy, communication and tactical strategies for each channel and target
ACT
- Functioning as the marketing department for the MacGregor U.S. operation
- Addressing and executing against all points of brand contact, including, but not limited to, broadcast and print advertising, product graphics, sales materials, catalogs, direct mail, Web site, public relations and point-of-purchase display programs
RESULTS
Overall sales growth from $24 million to more than $120 million in three years.
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