Goals

When NEC announced the availability of its new Virtual PC Centre (VPCC), the team in Europe immediately knew that this new product launch was going to be both very important and very complex. The solution brought together technologies and expertise from multiple divisions of the business and, consequently, many different teams needed to work together for the first time to plan and implement the European sales campaign. NEC Europe needed to quickly come up with a value proposition for VPCC that would ensure the solution’s success across seven very different European countries.

Charteris' Role

NEC Europe appointed Charteris to provide it with professional product positioning and marketing advice. Charteris managed the project and worked closely with product specialists and senior executives from across the company. The consultants organised several cross-business workshops, in which different groups of people discussed and agreed target industry sectors and countries.

Results

After three months of thorough market and product analysis, Charteris delivered a complete go-to-market package, which included sales guides, marketing collateral and country-specific marketing plans. These materials provided NEC’s regional sales teams in Europe with all the information that they needed to kick off their sales and marketing activities.

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