Case Study - Consultant

Consumer Products Company Job Trial

The Client
A dominant, $30 billion Midwestern consumer products company, specializing in the housewares industry.

The Challenge
While this large, well-known company had been involved in extensive ongoing advertising and public relations activities -- and solid trade promotion programs designed to support their extensive network of product retailers -- they had not yet focused on the important area of consumer promotions. But, while the company felt they had sufficient in-house resources to implement such a plan, what they needed was expertise in developing the plan itself. A solid, comprehensive consumer promotion plan that would reinforce the image and brand equity of their well-known product.line. And, they wanted that plan developed within a short, two-month time frame.

The Solution
When this company was looking for someone to help them solve this very unique marketing challenge, they ultimately chose Torch Group, based on its vast and impressive experience in the very specialized area of consumer promotions.

"When we first met with the company to discuss the situation, they shared their existing promotion plan with us and we quickly realized that what they had was a trade promotion program, instead of a consumer promotion plan," said Torch Group President and CEO, Ron Torch. "The plan they had in place was largely geared toward in-store deals and merchandising for the retailers. . . things like, 'Buy one, get one free,' 'Save 10% on a case,' and so on. What they wanted was for us to find someone to help them develop a consumer promotion plan to reinforce the brand equity of their product and play to some of the brand differences and positioning that makes their product unique in the marketplace," Torch said.

But not only did the company want Torch Group to find someone that they could hire to write the plan. They wanted that person recruited and hired . . . signed, sealed, delivered. . . and the entire plan developed -- all within a very accelerated 60-day time frame.

"We suggested that realistically, it can take 60-90 days just to find the perfect person and get them in place . . . then another 60-90 days for them to get up to speed in the company," Torch said. "But because we had the expertise to understand exactly what their challenge was, we came up with another strategy. Rather than just fill an empty seat with a body, we proposed filling their unique marketing need in another way. With an outside consultant."

Torch Group's extensive network of marketing talent included the perfect candidate -- a consumer promotions expert with a 25-year career in running national consumer promotions programs, most recently as V.P. of Marketing, Promotions and Merchandising for a major international cosmetics company.

"She was literally steeped in the specific area of expertise that was needed. We called her about the project and then flew her in from New York City. She spent a day with the company gathering all the data she needed . . . and, based on her vast experience, she was able to deliver the exact plan that was needed within the 60-day time frame," Torch said.

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