Project Examples

Audi Q-Power: Consulting and coaching of retail partners to improve local market exploitation

The basic idea behind the "Q-Power" programme is a broad-based qualification offensive for the retail sector. The aim is to enable the Audi partner to significantly better exploit the sales potential in its local market and at the same time improve customer loyalty. In essence, the objective is to advise the partner on its local marketing, to develop a local marketing concept together with the partner and to accompany its implementation. The consulting of the dealer management on site is supported by standardized tools (e.g. local potential analysis, media analysis, Marketing and Sales planning, CRM). Another important objective is the creation of structures and foundations for the future marketing of retail operations. 

 

Overall, the participating dealerships clearly showed a positive development in terms of conquest, vehicle sales and customer loyalty. At the same time, a more professional approach to local market development was achieved, together with more efficient use of the marketing budgets.


E.ON: Fit for the energy management of the future with Smart Metering

E.ON Metering GmbH has bundled the expertise of the E.ON Group in the area of Smart Metering - as an innovation driver, as an information hub for bundling visions and experience, and as a service provider for future-proof energy management.

The task of Leitwerk was to accompany and support the market launch of E.ON Metering - from the positioning of the company in the competitive environment to developing its corporate communication, differentiating it from the competition and boosting its presence in all communication media, such as advertisements, brochures, sales folders and factsheets. In addition, we developed a sales tool that supports the sales organization very effectively in day-to-day business. 


Hankook Tyres: With strong branding and intelligent retail marketing, a market leader is created

From Budget Brand to one of the leading tyre suppliers in Europe, Hankook tyres is a great success story to which we have made a significant contribution:

  • Its  communication strategy, which clearly sets itself apart from the usual communication in the tyre market
  • The franchise concept "Hankook Master´s" with comprehensive business, marketing and sales support for partners in the tyre and automobile trade
  • Systematic sales cycles  to effectively synchronize communication, sales, trade and logistics and activate the POS resource in the best possible way
  • A broad communicative presence online and offline at the POS, at trade fairs, events and in targeted sponsoring. This also includes the conversion and branding of many hundreds of tyre dealerships
  • Sustainable sales support for the trade, from technical literature to sales and technical training to motivational programmes that have an impact on sales

During the period of cooperation, Hankook became a brand with a high profile and a distinctly positive image, which can be seen, among other things, in the clear increase in average retail selling prices. At the same time, tyre sales multiplied and hundreds of retailers throughout Europe were acquired as                   Hankook Master´s. 

Fiat Switzerland: Benchmarking of competitors in the local market

Retail partners in the automotive sector do not usually carry out own systematic local marketing analysis. As a result, strengths, weaknesses and potentials in the local competitive environment are unknown, the basis for decision making in  planning of local marketing measures is missing and the evaluation of success is not carried out.

 

The aim of the dealer-related benchmarking projects is, therefore, to derive strength-weakness profiles of the trading partners by comparison with their strongest local competitors and to identify a need for action in market awareness, image, customer acquisition and customer loyalty. 

 

Based on our insights, targeted measures in the areas of marketing planning, media selection, sales management, offering or service quality, resulted in clear improvements in sales and market exploitation.  At the same time, the acquisition effort per vehicle sold was reduced, for example by increasing the effectiveness of the advertising budgets used.