MARKETING FOR NON-MARKETING PEOPLE

Background

We worked with a multimillion pound company in the packaging industry who asked us to train their sales force in the skills of marketing. Their new marketing department were having difficulty overcoming the traditional product based marketing approach.

Method

Having listened to the requirements we decided to adopt a really practical way of doing things which was challenging to the individuals and of ultimate value to the company. We asked them to produce a number of fully fledged marketing plans aimed at several new niche markets.

These were real life situations based on a considerable amount of data provided by the company, but the time scale was such that they had to produce the full plan in three days.

Outcomes

- A full presentation of nine marketing plans to the Managing Director and Financial Director on the third day.

- All the participants worked really well together and enjoyed the experience.

- The exercise was so successful that three of the plans were immediately adopted.