Kosnic: Growing the brand, customer engagement, sales and profit.

Working Together

David Fenton, one of the team of experienced Marketing Directors for The Marketing Centre, delivered the marketing strategy, strongly supported by Este Pretorius (digital marketing manager at The Marketing Centre) and together with the Kosnic marketing team they worked to create, direct and implement the marketing priorities once agreed by the business. 

The Journey

Kosnic’s enterprise and influence has grown safely and steadily from their humble origins to be a leading lighting manufacturer supporting electrical distributors and contractors. Through this approach, they are not just a part of the electrical industry; they are active participants in its growth and excellence, ensuring a brighter future for all involved.

In 2021, as part of its investment in the business, Kosnic turned to The Marketing Centre to provide marketing leadership to match its product leadership and to develop a marketing strategy. Customer centricity lies at the heart of the strategy, building strong relationships with the internal sales and project services teams, with clear priorities to deliver value to the target customer segments. Kosnic sell exclusively through electrical wholesalers to the electricians who purchase and install the lighting solutions. Working collaboratively, the sales and marketing functions have advocated the core values of product and system innovation, unique modular solutions, outstanding project services and close distributor partnership, Kosnic have significantly outperformed the market with sales and margin growth.

The Challenge

• To develop and execute a marketing strategy.
• Review and reorganise the marketing structure.
• To significantly improve the existing website, social media activity and digital marketing.
• To strengthen relationships with the other Kosnic functions, particularly sales and projects.
• To measure the impact of marketing and update the Board on a regular basis.
• Be available as a sounding board for marketing queries and topics.

The Solution

• Through a methodical process reviewing the business and market, combined with a series of internal discussions and workshops, David delivered a marketing strategy approved by the board for implementation.
• The marketing structure was revisited, with Este Pretorius joining the team to lead the social media, digital and website marketing activities whilst the Kosnic marketing team focused on product and channel marketing activities - delivering impressive performance growth across all areas.
• The marketing team increased its time in the field with key customers and sales team members to ensure a collaborative approach with the voice of the customer at the heart of the marketing activity plans.
• A marketing dashboard with clearly defined priorities and targets enabled clear metrics to an area of the business that was previously “fluffy”. Reporting enabled the business to clearly understand “what worked and what did not” as a return-on-investment approach to marketing spend became the norm.
• David and Este both enjoyed learning more about the lighting market and industry whilst being able to utilise their experiences, to help coach and mentor various individuals and teams, whilst being able to advise/steer at various stages as required.

“Ever since David walked through the doors at Kosnic, the marketing output went up skywards. His detailed knowledge of just how to conduct a campaign and to grow a customer produced immediate results with both key and prospect customers growing at well above the expected results. This is particularly so with Eyre & Elliston and CEF. Through his leadership he has also greatly improved the focus and the output of the entire marketing team who are performing at a very good level. Further to that, his recruitment of Este Pretorius to drive our social media output is clear for all to see both in terms of the quality of the posts and also the fantastic increase of followers on LinkedIn in particular. He is also an incredibly nice guy and great fun to interact with.”

Paul Kirwan - Sales Director
Kosnic Lighting Ltd

“I really want to express my gratitude for the work you have done in pulling the team together, making an impact with our sales team and putting the Marketing department on the right track - you have taken us to a much better place where activities are more structured, considered and meaningful!”
Wai Ling Wong - HR Manager
Kosnic Lighting Ltd.