Propaganda’s strategic work for Boost Drinks recognised in latest MCA Report.
The Management Consultancies Association (MCA) is the representative body for management consultancy firms in the UK. Recently, the association put together a compelling set of case studies and testimonials to illustrate the diversity of the work of its member companies. We were delighted to be included in the resulting report for our work with Boost Drinks – specifically, a project that involved working strategically to accelerate the brand’s sales and profit growth. You can read more about this project below.
Introducing The Management Consultancies Agency.
MCA’s 46 member companies comprise just under 60% of the UK consulting industry, employ more than 30,000 consultants and work with over 90 of the FTSE 100 companies and almost all parts of the public sector – making them an important force in the economy.
The MCA’s tough entry criteria and Code of Practice mean that member companies are widely acknowledged to provide high-quality services to their clients, and they are well known for providing authoritative data on the industry. Propaganda are delighted to be a part of this elite group of companies, trusted and respected for our management expertise.
Boost Drinks’ challenge for Propaganda.
We’ve partnered with Boost Drinks for four years, working on everything from their strategic direction to their advertising and marketing collateral. When the brand originally approached us in 2008, they had a healthy turnover of £8.4m – yet with major ambitions for growth, they felt it was the perfect time to obtain more of the fast-growing functional drinks market.
Our strategic solution for sales and profit growth.
Boost’s request to Propaganda was single-minded – to help them identify the best ways of accelerating sales and profit growth. We began by taking a 360-degree view of the business, working with founder Simon Gray and his team to develop an effective strategy for growth whilst raising awareness of the brand amongst consumers.
Following the 360-degree appraisal, we worked with the company’s sales team to implement a number of internal improvements, strengthening team spirit across Boost’s independent salesforce in the process. With internal morale raised, we began engaging key partners with promotional activities and awareness initiatives. As a result, 94% of Boost revenue now comes from key account customers, and the brand has joint business plans with 11 of its top 15 customers.
Developing lasting relationships with both wholesalers and customers was also key to our strategy, so we developed engaging brand messages to help strengthen Boost’s relationship with wholesalers, and created a highly targeted strategy including social networking, guerilla marketing and outdoor communications to engage with their target market.
Boost’s brand reappraisal – the results.
Following Propaganda’s work with Boost, a brand health evaluation in mid-2010 showed that Boost had increased engagement and loyalty with customers and its internal team. Externally, the brand was number three in the impulse sector, according to Nielsen. In 2010, Boost’s turnover rose 44% from the previous year to £17.1m, with 2011 revenue predicted to reach £24m. Naturally, Boost are very pleased with these results and we look forward to growing their brand even further over the coming years.
You can visit the MCA website to find out more about the company, or download a PDF of their ‘Diversity and choice in management consulting’ brochure now.