The Challenge

    A global energy business expanded its strategic focus from production and distribution to consumer retailing. As a result, new marketing skills were required in a B2C approach. The client needed to develop and embed consumer oriented marketing skills, processes and behavior into the organization.

    The Approach

    Market Edge worked with the client to design a 2-week development program for middle level managers. The ‘Marketing for Professionals’ program was designed to expand their traditional competencies into new areas such as

    • Consumer research
    • Branding
    • Category management and merchandising

    The Outcome

    The program was delivered to a broad cross section of commercial and functional managers around the world. Local content and language were tailored to each region to optimize effectiveness.

    Participant teams applied the learning to agreed priority projects in their area.  Implementation effectiveness and project ROI were carefully measured to capture best practice.