Released the product into the market, formed a sales department, and exceeded the sale plan by 18%
Client:
«New Energy» Induction Cookers
Country:
RussiaProfessional field:
Professional cooktops for canteens and restaurants
About the client
- The company sells restaurant equipment
- The factory developed new induction cookers for that time and needed to promote the product to the market
- The owners wanted to put induction stoves of domestic production on the market, which would be much cheaper than imported ones
Tasks:
- Launching a new product on the market by building a strong brand
- Researching how to justify the price difference between induction and cast iron cookers
- Setting up advertising and organizing a sales department
Solution
Changed the brand positioning - induction cookers are the future of catering
Advertising was targeted at those who make a purchase decision or can influence it: entrepreneurs-restaurateurs, chefs, catering managers, technicians
Implemented CRM and made instructions for each employee — as a result, everything became transparent
Resumed and improved work with the dealer network
Results
- We have created a steady demand for a new product in the B2B market, using only online advertising
- We rebuilt the sales department and made business processes transparent, implemented accounting, and control of employees' actions to process incoming customer requests and work with dealers
- Exceeded the sales plan by 18%