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project

Vision Commercial Kitchensmarketing project image

Vision Commercial Kitchens

Client: Vision Commercial Kitchens provide a complete commercial kitchen service encompassing design, planning, project management, fit out and support. We've been working with Vision Commercial Kitchens since 2002 and have seen the business grow from a start up to achieve revenues of several millions. During that time we've supported all Vision's on and offline marketing activities working as a virtual marketing department. This long relationship has enabled us to build real intelligence on the business and their markets and to make a very proactive contribution to their marketing strategy.

Project: Through the ongoing production of project case studies, we recognised a market segment which Vision had been working in successfully, but hadn't fully exploited. This led to a campaign targeted at garden centres, which we'd learned often make more profit from their coffee shops than selling plants and garden furniture. Vision put together a neat 15 day turnkey coffee shop installation service and we devised a campaign incorporating a dedicated microsite, blog, targeted emails, direct mail and 'the vine' membership scheme adopted by the HTA and GCA as the only approved catering supplier for garden centres. The campaign has been highly successful leading to dozens of enquiries and over 20 delivered projects.

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marketing services

Marketing, research and design are all strategic elements within business. Understanding and making the most of the overlap between them can only add to a project's success because they are mutually dependent and all concerned with connecting with customers. A close relationship between them and a shared strategic vision is vital to success.

Gaining knowledge and understanding of the marketplace including your competitors' offerings and performance, as well as measuring your own, can only be gained through research. A thorough understanding of your customers' needs, preferences and desires will enable you to shape your products or services to meet them. Research will also highlight your strengths and weaknesses which can then be exploited or addressed accordingly. Research can also help identify new market opportunities.

Companies often attempt to react immediately to their competition. Whilst flexibility and speed are important in any business, there are questions to consider before leaping into action - almost everyone recalls Coca Cola's doomed response to the 'Pepsi taste challenge' which led them to change their product only to be forced into an embarrassing reverse following a damaging customer revolt. Consider if there are any dangers in reacting to your competitors, and trying to differentiate your offer, will you be distracted from your own strategy? Are you offering what your current and future customers want? What is the likely investment in time and resources of meeting the challenge and will you always be playing catch up? [Remember first in generally wins]. Would you be better looking to innovate on your own terms, find opportunities to add value to your own product or service? Finally, are you responding to your competition or copying them? Try to learn from what your competitors do well and benchmark yourself against this.

our approach

Thorough planning is vital in both marketing and design. Whatever the product or service that needs to be marketed, a clear plan is essential; to understand the needs of the customer and expectations of the market; any available resources; and the overall corporate vision and strategy which must all be brought together within the marketing plan. Strategic use of design and marketing should include a definition of objectives, an understanding of design strategy, a decision making and selection process, market and competitor analysis and evaluation to identify successful areas and those which need further attention, finally communication plans for both internal and external audiences.

If our approach makes sense and the case studies we've included appeal to you, we'd be delighted to show you more of our work and to discuss how we can assist with your project specifically - why not give us a call or complete the quick enquiry form below.

t: 01942 234900

quick enquiry

contact

bd2
bd2 studios
55 Kenyon Road
Wigan
WN1 2DU. (UK)

E: enquiries@bd2.co.uk
T: 01942 234900
F: 01942 497492

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bd2 is the trading name of
Bentley Designs Limited
Company Registered Number 3521305