Light Industrial / Manufacturing
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     A mid-sized manufacturer of industrial parts-washing equipment was beset with problems managing and motivating its product distributors. SMS conducted a comprehensive program of primary (phone interviews and written surveys) and secondary research in support of strengthening the client's channels of distribution. We did this by: 1) evaluating our client's industrial distributors; 2) assisting qualified distributors in identifying new prospects (they were provided with customized territory maps driven by SIC code and other data); 3) identifying qualified new distributors in under-represented territories; 4) gaining insight into what prospective distributors most value from new suppliers; and 5) benchmarking successful practices within industrial distribution. The combination of this multi-faceted approach led to immediate gains in distributor loyalty and productivity, and opened up new territories for expanded sales.
     A large manufacturer of tooling and fixtures used in industrial machining equipment was looking for ways to stimulate stagnated sales. SMS constructed a primary research program that yielded key insights, including: distributors were not sufficiently motivated to promote our client's brands over those of its competitors; despite distributors' overall discontented state, our client had a viable opportunity of increasing its product share; and, by selecting appropriate means of focusing on and improving distributor relationships, our client had an excellent strategic opportunity to gain competitive advantages. Based on our research and analysis, our client: adopted "administered-VMS" practices; reduced the number of distributors and granted semi-exclusivity status; and designated certain distributors as "elite" and implemented initiatives to maximize their success. Within a year of these activities, our client's sales had increased over eight percent.
     A leading supplier of identification products (used by organizations to identify, track, and control property, products, and processes) needed a much clearer understanding of customer needs and market trends. After extensive secondary research and one-on-one interviews with client personnel, we fashioned unique survey instruments for our client's two basic customer groups-users and value-added resellers. Results of our research and analysis produced an exceptional set of strategies and tactics aimed at achieving: Market Penetration (means of increasing sales to current key customers); Market Development (means of gaining share in selected manufacturing segments); Product Development (offering compatible software and scanner/reader systems for VARs); and Diversification (offering selected products to medical and testing labs). Based on the resultant sales growth from these strategies, the client now uses SMS to repeat this research and analysis on a regular basis.
     Faced with a declining national market, an employee-owned printer of business forms needed to formulate and implement strategies that would: 1) allow the company to sustain itself in the short term; and 2) identify new products and services for expanding markets that would permit growth and profitability in the long term. SMS led the entire strategic planning process, which included a classic SWOT analysis, an in-depth look at the competitive atmosphere, and a thorough analysis of the client's marketing channels. SMS discovered specific sales force weaknesses that needed to be resolved, and key market trends that will have a major influence on our client's practices. SMS generated a detailed plan containing goals, strategies, and tactics for implementation, and our client is currently in the process of implementing research projects in accordance with the plan's objectives.

Strategic Marketing Services     Modified on 29 Jan 2002
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