MARRIAGE'S MILLERS

The Challenge

Marriage’s is a 6th generation, family business with an (almost) 200-year history. As business is thriving, the team identified lots of opportunities to scale and grow – almost too many!

But it’s tough to stretch time, budget and resources across every opportunity and so Marriage’s came to Atalante Marketing to help identify where best to focus.

The Solution

Shared ambition workshop to map the market and identify head and heart opportunities. This also helped us to ensure there was alignment among the senior team and to identify vital gaps in market knowledge.

Insight gathering into both the consumer and trade sectors with both quantitative and qualitative research.

Our strategy workshop focused on making decisions about growth audience prioritisation and to agree the articulation of the brand’s positioning and messaging to those audiences. We also explored the 4Ps framework to guide how to develop product, route to market and pricing.

Briefing for existing creative and tactical agencies. With the bi-centenary year approaching, we ensured that priority audiences and the brand strategy were more widely shared and understood for tactical implementation.

The Impact

• Clarity for the Marketing Manager and agreement with the Board on marketing priorities and allocation of resources
• Significant gaps in knowledge filled that will lead to other linked project workstreams within the business
• Focus on what matters when it comes to messaging and comms to target Marriage's growth audiences
• Wider agency team energised and aligned for developing the next 18 months of tactical activity and comms implementation

Services Used

• Reviewing existing research and insight
• Facilitating cross-team workshops
• Primary consumer quantitative and trade qualitative research
• Marketing strategy (Product, Price, Comms & Creative and Distribution framework)
• Agency network briefing
  

“We enlisted the help of Atalante as we were in the process of recruiting a Head of Marketing and needed some senior level, strategic support to develop the brand strategies in the interim.

Atalante have helped us to get to a strong place and create the strategic framework we needed to develop plans and activities ongoing. They have also acted as part of our internal team rather than as a outside agency or consultant. They have brought the marketing team on the journey through interactive workshop sessions and offered coaching and training along the way. This has meant the team felt part of the process and gained skills to be able to manage this kind of work themselves in the future.”