Findel plc is a quoted UK company with an annual turnover in excess of £421 million and trades via three divisions, Home Shopping, Education and Findel Services. For over 40 years it has been a leader in consumer Home Shopping through mail order catalogues and Educational Supplies to the majority of UK schools.
Findel consists of an international and projects division and also owns a number of brands/services: Hope, NES Arnold, Philip Harris, Galt Education, Step by Step, Unilab, Davies Sports, Percussion Plus, EDCO, Flowgen, Nottingham Rehab supplies.
The market has remained static for the last 2 years, whilst the educational arm of the business experienced some decline. It has been suggested that the main reason for loss is due to a significant number of acquisitions that took the focus away from customer’s needs.
This lead Findel to approach Nunwood with a wide brief – there was no real differentiation between the different brands in the national portfolio, but without a clear understanding of the customer’s needs and the Findel brands’ current performance it was difficult to develop a really meaningful strategy for each brand.
Market assessment study
Exploratory qual – to understand how the brands and service are currently perceived and what the ‘ideal’ brand and service proposition would be
Customer satisfaction survey – to understand how the different brands are currently meeting customer needs and
provide a benchmark for future tracking
Driver’s analysis and trade off – to prioritise areas for improvement
Brand workshops – half day sessions with the board, marketing team and other departments to articulate the vision and values for each brand
Brand strategy immersion days – using the brand vision as a framework to develop a strategic plan for each brand in 2006
The outcome:
Using the insight gained the marketing team have now created four differentiated and motivating brand positions, giving Findel a clear strategy for each brand in 2006.
