“The level of enhousiasm of marketing and sales people for the new strategy is a driver of our success today.”
— commercial director
A leading creator and and manufacturer of flavors and fragrances was looking to profitably double revenues from its flavors division by 2020 and strengthen its market position. The company faced tough competition due to increasing commoditization across the industry and needed an effective brand-led strategy to break through the category and command higher margins.
Hallemavanloon conducted a comprehensive market assessment and developed a segmentation based on customer needs, buying habits, and brand perceptions. Based on executive interviews and market trends twenty opportunities were distilled down to 11 highly attractive ones in a joint working session between hallemavanloon and the core marketing & sales team. These prioritized innovation concepts were “brought to life” by linking them to the value leaks in customer tochpoints.
The commercial director and its executive board accepted and applauded both the portfolio and growth strategy recommendations. Hallemavanloon also prepared a European multi-city road show to gain internal stakeholder buy-in for the implementation of the recommended strategies.