Unigloves: How we drove revenue growth and increased brand awareness

Growth Strategy

Unigloves

The Marketing Centre helps Unigloves to address issues they have had with stagnant revenue streams and to break into possible new markets.

Brand Awareness, Growth Strategy, Sales & Marketing Alignment

Challenge

The sales approach was ineffective and limiting profitable development
A small two-person sales team focused solely on order fulfillment rather than strategic customer-centered planning
Pricing lacked consistency, products weren’t clearly differentiated by use and packaging, and inventory didn’t align with demand

Solution

Developed differentiated positioning emphasizing Unigloves’ unique strength as both supplier and manufacturer
Segmented customers by industry and tailored sales and marketing approaches accordingly
Created industry-specific product ranges with matching packaging
Established a commitment-based discount strategy and revised pricing policy

Results

In-house marketing resource

Recruited a new, full-time marketing communications manager to join the company in August 2015 and work with the sales division on prioritising bulk sales in target sectors.

Strategic marketing support

The new manager now works alongside The Marketing Centre’s part-time Marketing Director.

Marketing systems & social media

Specialist software has been specified to enable management of all outgoing messages and presence on social media.

PR & brand awareness

Two PR agencies were appointed to sow the seeds of positive stories, helping to raise brand awareness and support the sales team by positioning Unigloves in dental and catering, two target sectors.

“I am accustomed to working with highly qualified professionals. However, at a company as small as Unigloves a full-time strategist was beyond its means – but in Robert, and now Malcolm, we had the ideal solution.”

Chris Wahlers

Unigloves Director

Related case studies

Kosnic: How using a Fractional Marketing Director has helped grow the brand, improve customer engagement, sales and profit.

Case study on how The Marketing Centre helped Kosnic Lighting Ltd grow their brand, customer engagement, sales, and profit with a customer-centric marketing strategy, resulting in impressive sales and margin growth.

Radleys: Using a Strategy Waterfall to focus marketing activities to achieve company goals

Radleys discuss how The Marketing Centre helped them to align marketing activity with business strategy achieving great results.

Tuna Marine: Case Study

Tuna Marine is a retail brand in South Africa. They tasked the Marketing Centre with addressing the issues they had with a steady decline in market share.