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Lighting and specialized sky lightsIndustrial marketing success storyKoch Group is a 40+ year old industrial marketing consulting firm providing a broad gamut of industrial marketing assistance activities to small and mid-sized manufacturers. Assistance activities include market research, strategic and tactical planning, plan implementation, target marketing, new market identification and qualification, existing market penetration, direct selling assistance, and trade show management. We also specialize in manufacturers' agent identification, screening and contracting. The client was an inventor of an unusual product that could be used in the place of skylights. Sales had been made only to private individual buyers. Koch Group consultants developed distribution into an unserved industrial market segment that increased the client's sales by 33% and significantly reduced operational expenses, dramatically improving profitability. SITUATIONLocation: Midwest The company needed to diversify its market from a specialized end-user base that typically only bought one to two units per order, to an end-user base with on-going high volume requirements.
ACTIONKoch Group consultants conducted market research and identified two likely markets for market diversification, wholesale roofing suppliers and OEMs of manufactured homes and manufacturers of kit homes. We conducted on-site research activities at 10-15 manufactured home plants, negotiated with key manufacturers to place demo units in their manufactured home display units for selected, major, national trade shows. We then approached several of the major distributors serving the manufactured home market. We negotiated an agreement with one of the dominant distributors to market and inventory the product. We visited the nation's largest roofing materials distributor, met with the appropriate product managers, and negotiated an agreement for them to stock the product in their warehouses.
RESULTSDistributor sales increased by ~33% in 6 months following the start of implementation activities as a result of implementing the developed plan activities. Next: Metal Converter >> If you would like more information about our industrial marketing services for manufacturers and industrial service providers, please use our contact form or email us at info@kochgroup.com.
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