Mar­ket­ing Ex­cel­lence

New Zealand Marketing - - TVNZ NZ Marketing Awards -

Win­ner: Mark Cal­laghan, Fru­cor

Judge’s com­ment:

“Un­de­ni­able that brand is in­te­gral to the DNA of the busi­ness. A recog­nised leader in tal­ent creation fos­ter­ing ex­cel­lence. A bench­mark for oth­ers in their in­dus­try. Con­sis­tently em­braces trans­for­ma­tion. Bal­ances in­no­va­tion and risk with a great mar­ket­ing dis­ci­pline and sys­tems to com­pete against a global pow­er­house. The fact that this or­gan­i­sa­tion rep­re­sents a place where young mar­keters want to be says a lot for what came through in the en­try. It was very tough cat­e­gory, but this en­try truly rep­re­sented world class mar­ket­ing ex­cel­lence.”

Fi­nal­ists:

Ge­off Matthews, Mt Cook Alpine Salmon. Be­fore he came on board, Mount Cook Alpine Salmon was a loss-mak­ing cot­tage in­dus­try. But by let­ting brand and mar­ket­ing strat­egy drive busi­ness, it is now in­ter­na­tion­ally renowned, it is a shin­ing light in the New Zealand ex­port com­mu­nity and it has in­creased to­tal rev­enue by 696 per­cent since 2009.

Phillip Poole, J.H. Whit­taker’s and sons: ‘Make sure it’s great qual­ity, don’t be bor­ing, and al­ways re­spect and lis­ten to the con­sumer.’ This is the long-term mar­ket­ing view of Whit­taker’s Philip Poole and ad­her­ing strictly to this sim­ple maxim has helped the lo­cally-owned com­pany be­come one of the coun­try’s most trusted brands and the clear no.2 in the mar­ket, with over a third of all choco­late blocks sold in New Zealand com­ing from the Porirua fac­tory.

Jim Bibby, Stihl New Zealand: As the head of Stihl New Zealand, Bibby over­saw a com­plete trans­for­ma­tion of the busi­ness, mor­ph­ing from a com­pany that sold ex­pen­sive prod­ucts to pro­fes­sion­als into a com­pany than sold ex­pen­sive prod­ucts to the week­end war­riors. And that has meant the com­pany has grown at more than five times the rate of the over­all out­door power equip­ment sec­tor since 2008.

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