Industry: Consulting and Executive Education

Client:

A $20 million division of a large consulting and executive education organization.

Challenge:

The client was trying to grow their revenues with a new service line. Although the quality of the service was highly rated by early adopters, the initial marketing efforts of the line were not successful. The division considered dropping the new line as sales were disappointing and profitability lagged.

Intervention:

Wellesley Hills Group's consultant worked with the client to:

• Research and analyze the organization's existing service lines, markets, and marketing strategies
• Prepare a detailed comparison of the organization's current services with the new line
• Review competitors' services marketing strategies and pricing
• Review the marketing message, perceived customer value proposition, and the fit of the new line in the organization's existing brand

Our consultant confirmed that the service's current positioning and pricing would not successfully be able to enter the market and gain share, but concluded that slight modifications in services marketing strategy could change that. These changes included:

• Raising prices
• Creating a sub-brand
• Establishing a marketing strategy and message unique to the new service line

Results:

After implementing the changes suggested by our consultant:

• The organization was able to successfully re-launch the new service
• Within two years, the new line had become 25% of the division's revenues
• The profitability of the new line was better than management had ever expected