New Mega brand extensions for Margriet/Libelle
| Opdrachtgever | Sanoma Publishers: Sandra Dol, Publisher Women |
| Projectleider | Rémy Kluizenaar, marketing manager Libelle |
| Facilitator | Gijs van Wulfen |
New Mega brand extensions for Margriet/Libelle
Sanoma Publishers has a great history in the successful launching and marketing of magazines, with very strong brands in the Netherlands like Libelle, Margriet, Viva, VTWonen et cetera. Libelle and Margriet are more than 75 years old and have a very strong position in the women's weeklies. But Sanoma wants more. Looking far ahead in the future, they want to launch new (non magazine) initiatives around the brands Libelle and Margriet where the successors of the current directors and publisher will be proud of. Therefore they want to generate with a very experienced internal team Mega brand extensions which will be both be very attractive to the Libelle and Margriet reader and have great sales - and profit potential for Sanoma Publishers.
Henk Scheenstra, COO of Sanoma Publishers over VOORT
It was an exciting and successful journey. There are three very well-developed mini new business cases prepared by the FORTH team accounting for € 7.3 million operating profit three years after release. All three new concepts are innovative, appropriate and attractive and credible to customers. The FORTH the trip created huge enthusiasm and drive in our innovation team. And what strikes me is the thoroughness of the process. I can heartily recommend the FORTH innovation method.
