• Cyril Bricaud

Optimization of digital marketing and sales for a Norwegian shipping company


The shipping company / client wants to take a position as market leader and achieve profitability through already established or new distribution of its products.

1. GOALS AND FRAMEWORK

1.1 Background

In a very short time horizon, the company wanted to set up and implement analogue and digital activities through a profitable distribution of experience products.

The goal was to get the experience products distributed through various optimal channels:

  • direct sales through digital investment

  • sales through relevant local distributors

  • sales through preferred exclusive online affiliates

The company's brand is very representative of Norwegian tradition and experience-based activities.

The company sees that a necessary and precise commercial effort will give the company the market leader position in the product field as well as the opportunity to establish long-term partnerships with distributors and agents.

1.2 Impact targets

Phase 1:

  • Gather the necessary insights to identify the strategy to achieve optimal penetration of the target groups through selected partnerships and marketing activities

  • Evaluate the technical, market and organizational conditions and needs to strengthen your own distribution through a digital platform

Phase 2: negotiate and set up practical and legal frameworks for the establishment of the various distribution channels

Phase 3: facilitate the implementation of own organization, distribution and partnership centrally and locally

2. ESTABLISHMENT OF PROJECT ORGANIZATION

3. FOLLOW-UP OF THE PROJECT

3.1 Establishment of milestones: budget, time frame and quality

3.2 Decision point after completion of each milestone

3.3 Status reporting

4. RISK ASSESSMENT

Risk factors are established, assessed, managed and treated continuously in the project phase.

The risk factors take care of: organization, time frame, policy, finances and quality delivery

5. IMPLEMENTATION

5.1 Main activities are defined after approval of the project plan and end in the project organization

5.2 Time and resource plans

7. ECONOMY

Continuous follow-up and reporting

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