After 24 months on the market, a product was not performing as well as should be expected. Product development costs were not being covered and there was a very negative impact on profitability for the whole company. The botched product launch was being viewed as a potential failure and was damaging the company’s reputation, which in turn was impacting the opportunity to sell this and other products into the USA.

In conjunction with the Dreamland Program, PACE Network worked with the company to clarify the value of the product from the customer’s perspective and created a clear value statement. We built an end to end marketing story around what the product would do for the client, how it would be implemented and supported, along with the impact it would have on the profitability of the companies who purchased it. This new packaging and approach was tested with a representative focus group and a re-launch budget and 12 month plan was established.

The product was then relaunched and a proper USA strategy put into place. The product is now performing as originally planned and driving record volumes and profitability.