A strategic opportunity was identified for PHOENIX UK to become a nationwide ‘Dispensing Appliance Contractor’. The acquisition of the DAC License enables the PHOENIX Group to enter a new market channel estimated to be worth in the region of £480 Million. The overall strategy is ambitious but achievable with the new company aiming to be a competitive and significant player in the UK within three years from a standing start. With a new company launch, Guerilla was briefed on devising the new brand and marketing strategy for the company.