Marketing: Brand Fulfillment

CLIENT:
Major Insurance Group

SECTORS:
Financial Services

LINES OF BUSINESS:
Strategy & Leadership

CLIENT FOOTPRINT:
South Africa, Southern Africa

THE CLIENT CHALLENGE:

The client was seeking to become more customer centric by developing distinct brand-led Customer Value Propositions (CVP) for its target segments. They recognised that, for the CVP to be meaningful, the business needed to be better organised on the inside to deliver on the external brand promise.

HOW WE ASSISTED:

Demonstrated how brand-led CVPs could be a major profit driver.  Ran a ‘diagnostic’ to assess where the client was on the journey from ‘internally focused to customer driven’.  Designed a client-centric value chain and organisation which enabled changes to the marketing function so that it could better engage with segment, product, channel and operations management teams around the design and fulfillment of CVPs.

RESULTS DELIVERED:

Helped Marketing to increase its focus on high value-adding strategic marketing activities such as segmentation, brand-led CVP development and brand fulfillment – with new ways of collaborative working defined and understanding of what new internal capabilities were required.