Experience

picture of Mel Budd Consulting Plus Ltd was set up by Mel Budd in order to provide client companies with an experienced marketing, research and business development resource. He acts as lead consultant in all projects carried out by Consulting Plus and has 13 years operational sales and marketing experience, mainly at Director level, and 10 years management consulting experience. In addition he has an MBA and a degree in Economics and Statistics.

More specifically his experience prior to Consulting Plus includes Sales and Marketing Director for Marley Floors (one of the leading flooring manufacturers in the UK) and Marketing Director for Hall & Co (a £200m turnover builders merchants). He was also Head of Marketing for Radio Rentals and Rumbelows, the electrical retail and rental chains. His consultancy experience includes six years with Price Waterhouse Coopers focussing on strategic and marketing projects and Project Manager with Management Horizons, a marketing consultancy specialising in the consumer sector.

Our Clients

Client companies have ranged from small companies with a turnover of less than £1m to large multi-national businesses with a turnover of £1,000m plus. Sectors worked in include the following: flooring, building products, builder’s merchants, construction, retail, manufacturing, ecommerce and distribution.

Clients of Consulting Plus Ltd include:

Altro
AML
Amtico
Ardex
Armstrong
Boggle
Bonar Floors
Building Adhesives Ltd
DNP
Enfield Timber Company
F Ball & Co
Gerflor
GLG
Gradus
Interface
Interfloor
Laybond
MJ Floors
Mapei
Marley Eternit
Milliken Carpets
Polyflor
Project Floor
Tarkett-Marley Floors
Tremco
Upofloor
Verax


Case Studies

The following brief project descriptions provide a flavour of the type of work we have previously carried out for clients.

Market research for flooring manufacturers

Issue: This niche part of the flooring market was not well understood in terms of market share, size, trends and customer behaviour. Several flooring manufacturers wished to analyse the market in more detail but were reluctant to allocate a large research budget to this part of the market.

Approach: Consulting Plus co-ordinated the input from a number of manufacturers who wished to find out more about this market and so significantly reduced the cost per manufacturer of accessing this data. A market research study was completed involving interviews with architects and flooring contractors as well as general trade research.

Result: Each manufacturer received a detailed analysis of the market, the competitors, products and customers which provided a solid base of information on which key business decisions could be made. The reports were excellent value for money as the cost of the research was shared.

Identification of market potential for flooring products

Issue: The company wished to assess the market potential for a new flooring product across three geographical markets.

Approach: Identified market size, market structure, market trends, profitability of competitors, key products and the factors critical for success in the market.

Result: The market was not as attractive as first thought with a limited market size, declining margins, heavy upfront costs and difficult distribution. Plans to launch the new product were cancelled which saved the company significant investment in what was probably going to be a highly unprofitable product launch.

Business planning and strategy for internet start up business

Issue: The company had recently set up and was capitalized at £0.5m. Product launch was 6 months away but a business plan was required to clarify the strategy and positioning of the business, identify the key actions required to meet the financial targets and also help in the raising of future finance.

Approach:We worked closely with senior executives and project team members to bring together the key elements of the plan. Completed a detailed analysis of the market, competition and customers to help develop the overall business strategy.

Results: The company now has a professional business plan to communicate the positioning and structure of the business, identify the way forward and to assist in raising finance.

Advertising activity for a timber merchant

Issue: The company had recently opened a second branch but sales were not at the levels expected and there was limited awareness of the range of products sold. Marketing activities undertaken had proven to be costly with limited return. There was no ongoing promotional activity due to lack of resource.

Approach: The task was to set up a series of marketing activities on a regular basis within a limited budget. Consequently, most of the implementation had to be carried out in-house.

Result: There is now a monthly direct marketing campaign to all customers and prospects that can be managed in-house following agreed processes which take up limited management time. The key messages and product focus changes each month. All customers also receive monthly reminders of the full range of products carried in stock using invoice and statement mail already going out.

Market research in flooring accessories market

Issue: The accessories market was under researched with very little information available on market size, the competition and customers. Limited data was available to assist in the sales and market planning process.

Approach: Structured telephone interview programme with flooring contractors and detailed trade interviews with selected manufacturers, distributors and consultants.

Result: The client had improved market and competitor information which helped in the business planning process and also in identifying the potential opportunities.

Sales and marketing planning for building products manufacturer and distributor

Issue:The activities of the 25 strong sales team were not co-ordinated. The overall company objectives were not being pursued by the sales team. Business development and customer targeting activities were moving the company in the wrong direction. Marketing activity and selling aids did not necessarily help individual selling efforts.

Approach: A national sales activity plan was developed for the year identifying key customer targets, product launch activities, business development opportunities and local marketing activity. Based on this each sales person produced their own activity plan which was reviewed quarterly by the sales person’s manager.

Result: All the sales team contributed to the company objectives and sales activities were well supported by national marketing activity. As a result the sales budget was beaten by 8%.

Product ranging and increased brand awareness for builders merchant

Issue: Competitors were taking an increasing share of the company’s sales in core products. Most outlets specialised in part of the company’s product range with unfulfilled potential in several product ranges.

Approach: Developed strategic plan to reposition company as a one-stop shop for all building materials with a defined product offer across all outlets. Product ranges relaunched, new suppliers introduced with greater exclusivity, staff trained, direct marketing and above the line campaign launched

Result: Sales increased across all branches with greatest increases in those products where little sales history existed. Company profit margin increased by 150%. Brand awareness increased from 32% to 40% via integrated advertising campaign.

Market repositioning for menswear retailer

Issue: Company’s sales were falling due to the decreasing market size of the core customer base and an inefficient use of shop space

Approach: Developed a marketing plan to reposition the company and identify the most profitable customer sectors. Worked with the company on sales productivity measures to remerchandise stores. Carried out extensive market research with actual and potential customer base. New products introduced to meet target customer expectations.

Result: Sales increased in relaunched stores by over 15%

Improved sales lead generation for flooring manufacturer

Issue: The marketing budget was focussed on a small part of the potential customer base, brand awareness was low, company image was out of date.

Approach: The marketing budget was reviewed and totally changed in focus with a new emphasis on :

Result: Brand awareness improved significantly amongst the target audience and sales lead generation from the database increased by over 100%.

Better marketing for a building products hire centre

Issue:The product range was limited relative to the competition with an inferior catalogue and limited information provided to customers.

Approach: Product range and pricing research was carried out to compare the company’s offer with key competitors. New products tested in selected branches and successful ones launched throughout company. Catalogue totally redesigned to make it user friendly and encourage add-on purchases.

Result: New product range and improved sales material resulted in 11% sales increase in branches.