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MacGregor Golf
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
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