Leading manufacturer of optical systems Carl Zeiss AG had already redefined its brand identity. But to bring its new brand strategy to life, it needed first to make it work across its sales and distribution channels around the world.

The consultants from Galleon Blue helped design and launch a three-year corporate programme that aims to optimise customers’ experience of the brand at every level and point of contact. This saw us re-designing sales and technical service processes, finding faster ways to create demand in emerging markets and improving Carl Zeiss AG’s staff development and reward systems.

“Andreas and Luis from Galleon Blue were vital to turning our brand strategy into action. They told us where to focus, how to mobilise the troops and make a difference to our customers.”
Dr. Michael Kaschke, Member of the Board, Carl Zeiss AG

Seven Seas is the UK's largest supplier of nutritional supplements and has a portfolio of well known and well loved brands. But in recent times, they have faced increased competition from own-label rival products from the likes of Boots, Holland & Barrett and Tesco.

Galleon Blue worked with Seven Seas to help return supplements to growth, by setting a new category vision and working with retailers to maximise the category's commercial potential within each of their channels.

Galleon Blue then worked with Seven Seas to reposition each of its key brands for growth, by firstly segmenting consumers to identify those who were easiest to attract as well as what it would take to make them switch, and then taking the brands back to their roots to reclaim their premium, market-leading status.

The result was a turn-around strategy that focused scarce resources where they were needed most – helping to create market-leading growth for Seven Seas and its supplements.

"Galleon Blue has helped us bring the consumer back to the centre of our thinking. Now we know exactly who our target audiences are – and what we have to do to succeed with them. And that has given us the focus we need to consolidate our market-leading status."
Tim Perman, MD, Seven Seas

Like many major businesses, global health and care organisation Bupa was keen to expand into India. But it needed to be sure that it was entering this fast-growing and ever-changing market at the right time with the right products.

Galleon Blue worked with Bupa to understand the opportunity for premium healthcare among India’s consumers and businesses. In doing so, we identified which segments of the market would be willing to pay for premium healthcare products – and the specific features those products would need for customers to switch to Bupa.

As a result, Bupa was able to make a compelling business case to enter the exciting Indian market – with a competitive edge over rival home-grown brands from day one.

“Galleon Blue gained a deep understanding of our potential customers in India, and used this to establish the size of the opportunity there – and what it would take to succeed in the market. This helped us build a compelling launch strategy and make the decision to enter India with confidence.”
Anthony Cabrelli, Senior Executive, Bupa

Dubailand is set to be one of the most exciting and desirable leisure destinations of all time. Three times the size of Paris, the Dubai-based complex will welcome millions of international tourists every year to its numerous theme parks, sports arenas and other leisure, retail and entertainment attractions.

Galleon Blue was hired to guide an extensive worldwide study into the different types of consumers that make up Dubailand’s target market. This helped us develop the destination's brand positioning and targeting strategy, as part of its global launch.

“Galleon Blue took us through a rigorous and thorough analytical process and applied its vast experience in global brand strategy development to define which segments of the tourism market to target – and how to make them choose us over competing destinations.”
Ahmed Tageldeen, Director Marketing, DUBAILAND® Destination,
A Member of Tatweer

Mizin was fast becoming one of the Middle East’s leading developers of real estate, and had already spent time and money defining its brand: its identity and values. Before going ahead with a massive external communication campaign, Mizin asked Galleon Blue to help implement this brand across the company itself.

To this end, we developed and ran a company-wide employee engagement programme that trained staff of all levels and from all departments how to put Mizin’s values into practice within his or her area of responsibility.

“The Galleon Blue team is great. Everybody loved the programme, and learned quickly how they needed to change to deliver ‘on brand’. And we had fun doing it, too!”
Omar Saudi, Director of Marketing, Mizin