Wilkins Consultancy
Ordnance Survey
In addition to the publication of the traditional OS maps that are known and loved throughout the land, Ordnance Survey is also the UK's leading supplier of digital mapping data for uses such as geographic information systems (GIS), location-based services, telematics and global positioning systems (GPS). These digital products represent over 60% of Ordnance Survey's £100M turnover.
Wilkins Consultancy led a number of multi-disciplinary teams in undertaking a comprehensive review of the OS portfolio of digital brands, covering:
- Target market sectors and market share
- Market drivers and needs
- Development of value propositions
- Product positioning
- Competitor analysis
- Channel review and partner channel development
- Promotional messages and campaigns
- Product development requirements
- Product retirement strategies with relation to OS's forthcoming new service DNF (Digital National Framework)
- 3-year P&L forecasts by product
In addition, the review also identified specific target market promotional campaigns, and skills development needs within the brand management teams.