CASE STUDY
Realization
A multi-billion-dollar foodservice distributor, Gordon Food Service (GFS) retained numerous advertising agencies and internal and external creative resources to assist with the marketing of its products and services. Product and segment managers directed the marketing and promotion of their respective products and services on a largely independent basis. As a result, there were questions of the cohesiveness, effectiveness, and efficiency of the company’s marketing strategies and practices.
Repositioning
Proteus Marketing’s strategists conducted a Communications Audit of the company’s marketing and communications practices. Our researchers conducted numerous focus groups of internal constituencies, quantitative research of the company’s customer base, evaluation and research of competitors, evaluation of industry practices, trends, and issues, and a comprehensive review of the marketing practices of the organization. Findings of the Audit included recommendations regarding the alignment of key marketing messages and practices, organizational structure, and internal communication issues.
Results
The Communications Audit was seen as a pivotal event in the evolution of the company’s marketing strategies and practices. Its findings led to changes in the responsibilities of various marketing departments; alignment of the marketing department’s organization structure; more cohesive, well-managed strategic and executional efforts of the marketing organization within the company; and shared understanding and better alignment of the company’s marketing and sales efforts. The Audit also eventually led to the elimination of one of the company’s regional food shows, saving the company approximately $250,000 without negatively affecting customer relationships in the region. The company has since greatly increased its geographic market and its revenues through both organic growth and acquisition.
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Proteus B2B is a marketing consulting firm specializing in repositioning business-to-business companies and their brands. We help companies identify and migrate to positions of market leadership where their brands have few credible substitutes in the marketplace.