Gordon and macphail
WE LISTEN
Board recognised the need to evolve from a Production / Sales orientation to brand &
consumer focus in a way that built on the legacy provided by previous generations.
WE RESPOND
Discover
Reframed relevant competitive sets and behaviours.
Prioritised markets based on malt whisky life-stage.
Define
Company vision and strategy.
Consumer segmentation / Market prioritisation / Channel roles. Portfolio roles.
Deliver
Action Plan to deliver short-term and medium-term goals
WE ENABLE
Board alignment through workshops.
Global Brand Strategy / Stock usage agreed.
Most profitable launch in G&M’s history delivered. (250 decanters @ £80k each)
