A GO TO MARKET PROGRAM – CASE STUDY

A consumer electronics regional distributor decided to capitalize on the market reopening of a significantly large consumer market. The goal was to re-claim the market share and shelf space lost in the traditional retail over time, due to lack of business activity, to mainly locally produced manufacturers.

The company enjoyed competitive advantage over brand awareness, unmatched product quality, exceptional customer service and after sales support programs. Company’s plan was to invest in a “Go-To-Market” Program that was meant to facilitate a quick back to market strategy and expected to also generate acceptable ROI on B2B national sales to thousands of POS centers across the country in a given time period. GTI Partner’s team became involved for proper execution of such an extended program covering all aspects of the sale and marketing cycles. The following tasks were successfully achieved through a coordinated, collaborative and coherent execution plan:

• To create and a deliver a targeted product portfolio based upon trade input, price, product and competition benchmarks
• To execute on a series of timely and intensive trade marketing in-store activities greatly promoting the PC/DA categories of products in the target market areas
• To implement the customized sales training and the sales incentive programs to surpass status-quo performance nationwide
• To re-activate specific key accounts through products positioning, targeted trade promotions and trade incentives
• To expand coverage in a given time through channel development utilizing proactive and customized sales and marketing tactics.