Tigerplay - Marketing Strategy
Tigerplay are market leaders at designing and creating state-of-the-art children’s play spaces. From cafes to hotel chains, their designs are always unique and exceptional quality. Tigerplay employed Cherry Marketing to review their current marketing, to help carve their market positioning and to recognise how they can seize new opportunities as the business grows.
As part of the plan we also considered what to do with a separate branch of the business that looked solely at private home projects. It had been decided that this division needed to be brought in line with the main business function, we needed to acknowledge the division in our plans to make sure the business went forward as one.
As with all Cherry Marketing strategy pieces, we focused initially on the proposition development of the brand, understanding what the core differentiators were so that we knew what underpinned the entire business, and what pillars we should be leaning on as we developed the strategy.
The second stage to our reviews look at the current and potential target audience, what their needs and wants are. We then bring this together with the proposition work and through this it is often clear which pillar, or ‘foundation’ needs strengthening.
We also carried out a competitor review, to understand market positioning, and to identify whether Tigerplay’s position was unique, or whether there was a space they needed to move towards to capitalise.
These three pieces of work helped developed a deep understanding of positioning, direction and messaging. The second stage of our marketing strategy reports begins to focus on the execution of this understanding, in the form of branding, website development, CRM strategies, social media, press, etc.
The third stage of our plan begins to map out how to execute the plan, including tactical campaigns that should be started, all with an achievable timing plan and set with KPIs to monitor performance and measure success. Tigerplay were delighted with the strategy plan, giving them a lot of food for thought for their 5-10 year growth plans.
