Bitzer: Case Study

Growth Strategy

Bitzer

Industrial Client Supplying a Key Component to the Refrigeration Industry

Channel & Distribution Strategy, Customer Segmentation, Market Expansion

Challenge

Focus on reactive selling
No knowledge of product’s end user
No research
Flighting of monthly “consumer style” ads in trade journals
No segmentation of customers
Customer rating of 1/5 for marketing; “Very dissatisfied” customer base
Very product focused
Direct sales only
No sales management function
High risk as >70% of branch sales in each of the two major branches went through 1 sales rep
Front counter had no products, and no indication of their range

Solution

Implementation of database marketing strategy into Africa
Sourcing of national distributor to carry the client’s products (for the first time)
New client becomes biggest client within the space of one year
Implemented monthly customer training (relationship building)
Development of tradeshow strategy to drive Africa sales
Ongoing customer research to ensure efficient customer engagements
Development of various social media platforms including Facebook, Twitter, LinkedIn
Launch of 2 new value added services
Creation of industry leading in-house sales frontage

Results

Marketing performance

Client rating for “Marketing” up from 1/5 to 4/5 in first year

Industry recognition

Industry recognition for marketing improvement

Client engagement growth

312% more interaction with key client segments

Turnover growth

47% increase in turnover in key client segments

"Ultimately, the only thing that matters is the bottom line."

Joel Serman

Part-Time Marketing 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.