Spiritlevel Cinema Ltd is a small business that specialises in making documentaries, music videos and educational films. Rosalind Leeming was placed with Spiritlevel Cinema to help them launch a new product that they were developing in partnership with a management consultancy company called Performance Equations. Rosalind, studying Politics and Theology at the University of Bristol, was tasked with helping to define the product offer and how it would differ from the competition.
The project brief
Spiritlevel and Performance Equations wanted to launch an innovative training DVD that would provide an interactive course but they had yet to research the current market. Rosalind began her project by researching the competition, what it provided and what Spiritlevel could produce differently.
Challenges..
Rosalind had no previous experience of the training DVD market and she had to build up a working knowledge very quickly by reading industry magazines, phoning competitors and browsing the internet. She quickly identified 11 main competitors and produced analysis reports of their strengths and weaknesses. She also researched how companies were spending their training budgets and how DVD training fitted in.
Success!
Through her thorough marketing research, Rosalind was able to make many recommendations to help the company launch their new product. She summarised her key findings into a marketing strategy that left Spiritlevel with a good analysis of the market, a step-by-step guide to direct mailing, plus a list of companies who were interested in distributing the product.
Rosalind used her initiative throughout the placement and was able to exceed the original project objectives. Her input has provided both companies with a clear marketing strategy for their new product and a lead with an exam awarding body that they are now pursuing.
“Ros has essentially designed the entire marking and distribution strategy of a new
business, saving the director thousands of pounds of their own time. Ros's professionalism was faultless and she performed well above our target.”
- Elio Espana, Owner, SpiritLevel Cinema Limited
