Working Together
David Fenton, an experienced Marketing Director from The Marketing Centre, delivered the marketing strategy with support from Este Pretorius (digital marketing manager). Together with the Kosnic marketing team, they created, directed and implemented agreed marketing priorities.
The Journey
Kosnic is a leading lighting manufacturer supporting electrical distributors and contractors. In 2021, Kosnic engaged The Marketing Centre to provide marketing leadership aligned with their product excellence. The strategy centers on customer centricity and building strong relationships across sales and project services. The company sells exclusively through electrical wholesalers to electricians. By emphasizing product innovation, modular solutions, outstanding project services and distributor partnerships, “Kosnic have significantly outperformed the market with sales and margin growth.”
The Challenge
- Develop and execute a marketing strategy
- Review and reorganise the marketing structure
- Significantly improve the website, social media and digital marketing
- Strengthen relationships with other Kosnic functions, particularly sales and projects
- Measure marketing impact and update the Board regularly
- Serve as a sounding board for marketing queries
The Solution
- David delivered a board-approved marketing strategy through methodical business and market review, plus internal workshops
- Este Pretorius joined to lead social media, digital and website activities while the Kosnic team focused on product and channel marketing
- The marketing team increased field time with key customers and sales members for collaborative, customer-centered approaches
- A marketing dashboard with defined priorities and targets provided clear metrics and ROI measurement
- David and Este coached, mentored teams and provided strategic guidance
