Channel Marketing

Client

A world leading provider of industrial productivity solutions. The products and services range from compressed air and gas equipment, generators, construction and mining equipment, industrial tools and assembly systems to related aftermarket and rental.

Challenge

As part of a global organisation, our client was directed to bring a highly successful U.S. brand of industrial tools to the Australian market. With a distribution based sales model the business challenge was to bring the new brand to market and create growth without cannibalizing the existing product mix. To add complexity to the business challenge, the new brand's product features and benefits were almost identical to the existing local brand.

Solution

Introduce a differentiation strategy that would allow the two brands to coexist and continue category growth. During a series of workshops the two brands were mapped utilising a proprietary tool called the BAM (Brand Apposite Map) where the two brands were articulately differentiated and positioned for the local market. Sales training sessions were conducted to enable the sales teams to effectively sell the channel strategy and promotional sales activities.

Results

Six months after successfully introducing the new brand to market our client topped the world-wide sales charts for three consecutive quarters.