In 2008 Celebrity chef Nick Nairn wanted to market test and research new business opportunities for the Cook School and assess what customers thought of them. The task was to focus on strategic opportunities and tactical improvements to the existing proposition (i.e. corporate offer, retail, offsite cookery courses, voucher sales). Business Pointer’s Ivan Broussine market tested and researched new opportunities, Stewart Walker assessed yield and supported Sue Ireland in developing the marketing and sales approach and subsequent collateral.
The outcome of the customer survey was to feed into the business and development planning process as well as to the marketing strategy and communications plan, with more effective messaging targeted to customers.
A financial, organisational and structural review followed to identify how to manage and develop new business opportunities and deliver more customers.