CASE STUDY

UK-BASED MANUFACTURER OF NEXT GEN SURFACE PROTECTION PRODUCT LINE: Automotive, Marine and Aviation

LAUNCH IN NORTH AMERICAN MARKET

The Situation

This UK-based manufacturer wanted to expand into multiple target markets simultaneously – North America was a priority. Intent on capturing share from the traditional wax-based surface protection industry, the company was seeking a partner to accomplish three things: educate the marketplace on the science-driven benefits of the product line; launch the North American venture; and drive online and national distribution.

ENGAGEMENT

 

Engagement OBJECTIVES

Manage and fuel the North American launch. Educate the marketplace on the benefits of the product line and drive online and national distribution.

Engagement APPROACH

Assess the product line in its entirety. Evaluate the messaging to the current and potential customers. Examine the product launch cycles as well as the distribution and supply chain infrastructure.

OBSERVATIONS

  • Our initial product assessment revealed that the entire product line, while very effective, was heavily oriented toward a professional installer vs. a mass market consumer.

  • The cycle for innovating and launching new product was extremely short, so early product buyers limited their purchases, opting to “wait” for the next, newest version. This decreased the sales traction with possible larger / multiple buyers.

  • The existing online assets and marketing messaging were overly technical and intimidating for the average consumer. So potential customers shied away, fearing the product might be too difficult to use.

  • Direct retail distribution from the UK to the US was costly.

  • Domestic supply chain infrastructure was needed to support robust North American market penetration.

ACTIONS TAKEN

  • We assumed a welcomed partnership role in the business.

  • We funded the launch of a North American subsidiary with exclusive distribution in the US, Canada, and Mexico.

  • We established the US-based entity and launched the business.

  • We tailored the branding and product packaging for the North American market and launched a national online and print ad campaign to drive brand awareness.

  • The enhanced e-commerce infrastructure and assets we built facilitated direct-to-consumer sales.

  • A branded subsidiary offering professional installation facilitated state-side product research and development, testing, and technical “how-to” content for social media.

  • We created online influencer-driven sales and incentive programs that educated the market about the brand and drove early adoption with professional installers.

  • And we developed the certification curriculum and accreditation programs to provide technical training for the professional installer network.

OUTCOME

  • New sales channels and tailored product solutions were developed for marine applications, auto dealerships, large-scale car wash networks, and commercial real estate companies.

  • US-based “hub and spoke” fulfillment and regional distribution solutions were created – they drove national reach.

  • New auto dealership channel partnerships were formed with Porsche, Volkswagen, Mercedes, and Audi.

  • An accredited installer network of 100+ professionals was deployed across the US and Canada for end-point application and local in-market distribution in the US and Canada.

  • The business was sold in 2014.