Case Study #6

The Company : A manufacturer of industrial machined steel products with a turnover of approximately Rs.125.0 crores

The Problem : Increase their global market share. But, with competition from cheaper manufacturers, particularly China, they needed to find a niche segment that would be willing to look at quality as the main purchase consideration.

Intervention Areas : Market research & tele-marketing

The Solution : The company in order to increase their global market share, needed a lot of specific information on potential customers in the European & US regions. We undertook a detailed data mining and market research exercise using several internet based search engines and websites. A comprehensive report and database was submitted to the company giving all relevant details of potential customers in various industrial segments in Europe & the US, based on specific search criteria. This was followed up with tele-marketing calls to short listed potential customers and first-hand information on their annual buy, current source(s) and their interest in exploring new suppliers was elicited.

The company was thus able to focus their sales and marketing efforts in order to maximise their return on investment.

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