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“Go-to-the market” strategy for a Maharashtra based manufacturing company

“Go-to-the market” strategy for a Maharashtra based manufacturing company

Organization : A seventeen year old company marketing engineering products in one of the key city of Maharashtra

Background : Client was a Pune based organization in the business of manufacturing transformers, battery chargers and smps range of products.The company has been in this business for last 17 years.

The key customers for the company were telecom companies,and due to sudden problems in telecom industry in 2008-09 the order book of the company got adversely impacted.The company started losing sales as orders dried up.

Neeti brand Solutions was hired to understand the competitive scenario and advise on new marketing strategies to stay relevant

PROJECT SCOPETo understand the market environment and suggest "go-to-the market strategies".
Identify new segments to enter.
Create distribution network.
CONSULTING METHODOLOGY
Neeti brand did a market environment study to understand the opportunities in different segments.
Segmented the market to identify key segments to enter.
Identified,interviewed and selected sales team.
Result : The key segments were identified other than telecom and new product identification programme was initiated.

Sales and distribution channel was created. Advertising and promotional campaign was stated to create awareness and visibility.As a strategic move, product was showcased in all the category related exhibitions.

The result was that brand visibility was created, sales team started meeting new customers and sales decline was arrested.

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