Two competing building product manufacturers were planning to merge and needed to launch a new image shortly after the merger was announced. Neither had a strong marketing department and confidentiality was necessary before the launch.

Solution

Competitive Advantage provided an interim marketing manager and marketing assistant on a part time basis, initially working with each of the future partners. Once the merger was announced internally the consultancy could quickly act to gather information from those marketing staff who would be leaving the business and involve staff who would be remaining.

A new identity was developed for web site, literature, stationery and factory branding. This was available for the launch. There followed a series of customer events when the new sales team met their key customers.

Finally, Competitive Advantage assisted with the appointment of a permanent Marketing Manager who could oversee the day to day running of the business.

Benefits

By using an independent consultancy the business could start preparing for the merger before it was announced, maintaining confidentiality. At the important period around the launch of its new identity it was able to draw on extensive experience, which was not influenced by concerns over restructuring.

By providing additional marketing resource Competitive Advantage ensured that all of the key deadlines were met.