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Rob Craig Work History Case Studies[1]

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Rob Craig is a versatile marketer who takes a solutions-centered approach to challenges. The case studies showcase his work developing new products, business lines, and marketing strategies for various industries. He conducted customer research to identify needs and feedback on concepts. Rob also led cross-functional teams, managed complex projects, and developed integrated marketing campaigns to successfully launch initiatives that increased sales and market share.

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Work History Case Studies Rob Craig http://www.linkedin.com/in/robertbcraig
Solutions Centered Marketing Rob Craig is an extremely versatile marketer who approaches each challenge with a sense of urgency, yet listens and seeks to understand the problem before developing and implementing a solution. Rob is a quick study and has been successful with a confluence of challenges from esoteric technology based microwave communications components to brand competitive categories such as consumer fans & heaters. The following case studies represent a sample of Robs capabilities, yet they also represent high impact solutions to major challenges facing Robs employers. The following case studies cover: New Product Development Consumer Durables New Product Development Commercial Electronics Business Development Defense/Commercial Electronics Cross Functional Team Leadership Consumer Durables Marketing Communications Consumer Durables Brand Strategy/Positioning Commercial Food Service Equipment You can be certain that Rob will become fully engaged in your operation and use all of his skills to understand your issues and work quickly to remove the constraints to your success.
Product Strategy & New Product Development Consumer Durables Case Study: Turnaround in Need of Innovative Products Lakewood, a 60 year old manufacturer of electric fans and heaters sold through retail, was in financial trouble due to a lack of innovative products and subsequent lack of relevance with retail merchants. Robs approach was to identify customers where business was lost over the years as well as evaluate current offerings by retailer and category to identify gaps that could be filled. Rob identified products that could be offered at feature parity in the industry and get placed at core customers, but also identified select high margin opportunities that required differentiation for placement. Bob prioritized these opportunities based on resource availability and ROI. He developed product specifications for sourcing parity products and conducted internet studies to define feature sets for differentiated products. Rob then led internal development teams and China factories to launch these products. As a result, sales were increased by 20% and placements were attained at new customers such as Lowes, Costco, Walgreens, and True Value Hardware.
New Product Development Commercial Electronics Case Study: Define & Develop Next Generation Product Lines System Sensor, a leading manufacturer of commercial & residential smoke detectors, needed to replace their existing product lines to stay ahead of competition. Rob wanted to make sure the Company understood the stakeholders needs & wants before development. He conducted focus groups with installers and consumers to understand their concerns and to get feedback on new product concepts. He then worked across functions and fire alarm panel manufacturers (smoke detectors must be compatible with fire alarm panels) to define and develop Low Profile smoke detector product lines for both commercial and residential channels. Both were completed on time, on budget, and exceeded customer expectations.
New Business Development Defense/Commercial Electronics Case Study: Enter New Line of Business with New Products Storm Products wanted to enter a new line of business by developing phase stable microwave cable and expand sales in this higher margin category. Phase stability and quality is crucial as these products are used in airborne radars and telecommunications equipment. Robs approach was to identify major military programs that use phase stable cable . He also wanted to identify and meet with these key program decision makers (Northrop Grumman, Raytheon, and Boeing) to understand the business and technical hurdles. He then worked with sales & customers during the RFQ process and with the internal development team to define and launch the product line. Phase Master products were subsequently selected for major defense programs.
Cross Functional Team Leadership Consumer Durables Case Study: Managing Complex Project Through Task Management & Building Relationships Chamberlain, a leading garage door opener manufacturer, just won the business to be the top supplier of openers to The Home Depot. Chamberlain was charged with managing the reset for all 1,800 stores. The project required coordinating internally within Chamberlain as well as with Home Depot stakeholders for the new display design, signage procurement, and product delivery. Rob was charged with managing the reset from the home office and coordinating with the local Home Depot account manager located in Atlanta. His approach was to develop close relationships with all stakeholders, especially with the local Home Depot account manager. Rob worked with internal and external teams to design the display, schedule reset dates, manage reset displays, sample shipments, and product shipments, as well as product replenishment. Rob developed a tracking spreadsheet noting action items, due dates, and responsible parties and led weekly meetings that included all internal team members. Rob also made frequent trips to Home Depot headquarters in Atlanta to discuss display design and progress. The rollout was a success and was completed within a six month window.
Marketing Communications Consumer Durables Case: Re-launching a Brand Through Integrated Communications Consumer Durables Lakewood, a 60 year old manufacturer of electric fans and heaters sold through retail was in financial trouble due to a lack of innovative products and subsequent lack of relevance with retail merchants. The Company launched a targeted assortment of exciting new products but Rob wanted to signal to the marketplace its new strategy through a cost effective integrated marketing communications campaign. The campaigns intent was to promote an image of Innovation once associated with the Company. Rob engaged a major industry publication to develop an inexpensive yet high quality advertorial targeting retail merchants. In addition, Rob worked with an outside agency to develop on message packaging, sell sheets, trade show booth graphics, and web site. Because of the Companys turn around status, Rob saved money by reusing portions of the advertorial for subsequent advertising. As a result, sales were increased by 20% and placements were attained at new customers such as Lowes, Costco, Walgreens, and True Value Hardware.
Brand Strategy & Positioning Commercial Food Service Equipment Case Study: A Case in Mistaken Brand Identity Scotsman, a well known player in the food service equipment industry had been losing market share to leading competitors. After interviewing equipment dealers and sales, it became apparent to Rob that the brand was tired and no longer relevant while one competitors brand stood for innovation and another, quality. Rob sold senior management on conducting a concept sort market research study wherein a number of brand positions were tested for appeal with equipment buyers. These brand positions were also tested against major competitors to determine if there existed a position that had high appeal yet low correlation to any existing competitor. The research concluded that the position Least Expensive to Operate was ranked as having high appeal but low correlation to existing competitive brands. Scotsmans products were generally more efficient than their competitors. A new brand position was launched with literature, advertising, and logo with the tag line Youll Value the Difference. The campaign featured charts and analogies supporting the lower cost of ownership with Scotsman equipment. These actions resulted in a first year increase of 1.5% market share.
Questions? Call Rob 708-655-0525 http://www.linkedin.com/in/robertbcraig

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Rob Craig Work History Case Studies[1]

  • 1. Work History Case Studies Rob Craig http://www.linkedin.com/in/robertbcraig
  • 2. Solutions Centered Marketing Rob Craig is an extremely versatile marketer who approaches each challenge with a sense of urgency, yet listens and seeks to understand the problem before developing and implementing a solution. Rob is a quick study and has been successful with a confluence of challenges from esoteric technology based microwave communications components to brand competitive categories such as consumer fans & heaters. The following case studies represent a sample of Robs capabilities, yet they also represent high impact solutions to major challenges facing Robs employers. The following case studies cover: New Product Development Consumer Durables New Product Development Commercial Electronics Business Development Defense/Commercial Electronics Cross Functional Team Leadership Consumer Durables Marketing Communications Consumer Durables Brand Strategy/Positioning Commercial Food Service Equipment You can be certain that Rob will become fully engaged in your operation and use all of his skills to understand your issues and work quickly to remove the constraints to your success.
  • 3. Product Strategy & New Product Development Consumer Durables Case Study: Turnaround in Need of Innovative Products Lakewood, a 60 year old manufacturer of electric fans and heaters sold through retail, was in financial trouble due to a lack of innovative products and subsequent lack of relevance with retail merchants. Robs approach was to identify customers where business was lost over the years as well as evaluate current offerings by retailer and category to identify gaps that could be filled. Rob identified products that could be offered at feature parity in the industry and get placed at core customers, but also identified select high margin opportunities that required differentiation for placement. Bob prioritized these opportunities based on resource availability and ROI. He developed product specifications for sourcing parity products and conducted internet studies to define feature sets for differentiated products. Rob then led internal development teams and China factories to launch these products. As a result, sales were increased by 20% and placements were attained at new customers such as Lowes, Costco, Walgreens, and True Value Hardware.
  • 4. New Product Development Commercial Electronics Case Study: Define & Develop Next Generation Product Lines System Sensor, a leading manufacturer of commercial & residential smoke detectors, needed to replace their existing product lines to stay ahead of competition. Rob wanted to make sure the Company understood the stakeholders needs & wants before development. He conducted focus groups with installers and consumers to understand their concerns and to get feedback on new product concepts. He then worked across functions and fire alarm panel manufacturers (smoke detectors must be compatible with fire alarm panels) to define and develop Low Profile smoke detector product lines for both commercial and residential channels. Both were completed on time, on budget, and exceeded customer expectations.
  • 5. New Business Development Defense/Commercial Electronics Case Study: Enter New Line of Business with New Products Storm Products wanted to enter a new line of business by developing phase stable microwave cable and expand sales in this higher margin category. Phase stability and quality is crucial as these products are used in airborne radars and telecommunications equipment. Robs approach was to identify major military programs that use phase stable cable . He also wanted to identify and meet with these key program decision makers (Northrop Grumman, Raytheon, and Boeing) to understand the business and technical hurdles. He then worked with sales & customers during the RFQ process and with the internal development team to define and launch the product line. Phase Master products were subsequently selected for major defense programs.
  • 6. Cross Functional Team Leadership Consumer Durables Case Study: Managing Complex Project Through Task Management & Building Relationships Chamberlain, a leading garage door opener manufacturer, just won the business to be the top supplier of openers to The Home Depot. Chamberlain was charged with managing the reset for all 1,800 stores. The project required coordinating internally within Chamberlain as well as with Home Depot stakeholders for the new display design, signage procurement, and product delivery. Rob was charged with managing the reset from the home office and coordinating with the local Home Depot account manager located in Atlanta. His approach was to develop close relationships with all stakeholders, especially with the local Home Depot account manager. Rob worked with internal and external teams to design the display, schedule reset dates, manage reset displays, sample shipments, and product shipments, as well as product replenishment. Rob developed a tracking spreadsheet noting action items, due dates, and responsible parties and led weekly meetings that included all internal team members. Rob also made frequent trips to Home Depot headquarters in Atlanta to discuss display design and progress. The rollout was a success and was completed within a six month window.
  • 7. Marketing Communications Consumer Durables Case: Re-launching a Brand Through Integrated Communications Consumer Durables Lakewood, a 60 year old manufacturer of electric fans and heaters sold through retail was in financial trouble due to a lack of innovative products and subsequent lack of relevance with retail merchants. The Company launched a targeted assortment of exciting new products but Rob wanted to signal to the marketplace its new strategy through a cost effective integrated marketing communications campaign. The campaigns intent was to promote an image of Innovation once associated with the Company. Rob engaged a major industry publication to develop an inexpensive yet high quality advertorial targeting retail merchants. In addition, Rob worked with an outside agency to develop on message packaging, sell sheets, trade show booth graphics, and web site. Because of the Companys turn around status, Rob saved money by reusing portions of the advertorial for subsequent advertising. As a result, sales were increased by 20% and placements were attained at new customers such as Lowes, Costco, Walgreens, and True Value Hardware.
  • 8. Brand Strategy & Positioning Commercial Food Service Equipment Case Study: A Case in Mistaken Brand Identity Scotsman, a well known player in the food service equipment industry had been losing market share to leading competitors. After interviewing equipment dealers and sales, it became apparent to Rob that the brand was tired and no longer relevant while one competitors brand stood for innovation and another, quality. Rob sold senior management on conducting a concept sort market research study wherein a number of brand positions were tested for appeal with equipment buyers. These brand positions were also tested against major competitors to determine if there existed a position that had high appeal yet low correlation to any existing competitor. The research concluded that the position Least Expensive to Operate was ranked as having high appeal but low correlation to existing competitive brands. Scotsmans products were generally more efficient than their competitors. A new brand position was launched with literature, advertising, and logo with the tag line Youll Value the Difference. The campaign featured charts and analogies supporting the lower cost of ownership with Scotsman equipment. These actions resulted in a first year increase of 1.5% market share.
  • 9. Questions? Call Rob 708-655-0525 http://www.linkedin.com/in/robertbcraig