STRATEGY
Strategic Marketing Plan – Agora Group
Agora Group is the market leader in Belgium and France as the leading wholesaler in flowers and plants with 5 Cash & Carries in Belgium and 17 in France. With purchasing organisations located in the Netherlands, France and Italy, Agora Group specifically caters to professional florists and nurseries. Agora Group offers “everything under one roof”: daily supplies of fresh flowers and greenery, a wide range of indoor and outdoor plants and everything else, from basic necessities to the latest trends in decoration. Flexible opening hours, regular promotions, product information, practical ideas and open days.
Challenge
After years of in-house marketing, Agora Group was looking for an external partner who could help their marketing 360°; looking for marketing experts, who are all-rounders, with the expertise to develop and implement marketing for the entire group internationally. The goal was to market Agora Group as a brand in a contemporary; progressive way, but above all to bring peace of mind based on a thorough marketing plan and thus limit last minute communications as much as possible.
Solution
Structure and revamp the entire marketing approach. Starting with the organization and market analysis, based on thorough market and customer research, STRAREX team developed a completely new strategy and determined the right positioning, identifying all aspects of the business, mitigating any threats and increasing as much opportunity as available and possible.
Impact
Increase in demand all around with improvement in sales. Creation of a complete marketing plan and structure was/ is set in place with marketing processes optimized and efficient. Weekly meetings with internal teams and various departments ensure organizational communication was improved and resulted in a positive impact to better execute marketing efforts from campaigns of new product launch, events and customer services.
Furthermore, Agora Group strengthened its market position and the newly implemented marketing strategies impacted the entire firm in a positive direction with departments working closely together with STRAREX team to execute and communicate Agora Group’s large network as one voice, one strong brand.
