Embedded Files
Objective
Objective
KI's UK-made Postura+ collection of educational seating products hold a dominant position in the British market. So, in 2016 a strategic decision was made to generate growth from expanding into European markets.
Following success in Spain, the company decided to develop key priority markets of France and Italy. A dedicated multi-lingual salesperson was hired and budget was set aside to cultivate these markets for long-term, sustainable growth.
Challenges & opportunities
Challenges & opportunities
The main challenge faced in these markets was the perceptions of the product itself - it did not match customer expectations of what a 'school chair' looked like. Plastic, brightly coloured - it was perceived to be cheap outdoor furniture, and a reverse-engineered counterfeit product manufactured in Turkey and China had long tainted the reputation of this type of product. Customers initially dismissed the chairs as 'cheap, poor quality Chinese imports,' so the initial marketing challenge was shifting these perceptions.
Market research was conducted to understand school funding models, distribution and procurement patterns. This helped to determine core messaging to attract distribution partners and end users. These distribution partners themselves would have to overcome the same barriers when promoting this new seating product. The product's reassurance of proven quality, durability and sustainability credentials provide compelling selling points, and the distributors are able to make healthy profit margins.
Marketing strategy & activities
Marketing strategy & activities
Customer relationship management: Worked closely with sales team to develop local marketing strategy with new distribution partners, co-creating marketing materials required to cultivate sales locally. Deliver materials such as imagery, text and videos for them to develop their own marketing campaigns and social media.
Trade shows: Organise and attend annual Didacta Italia trade show, including stand design, logistics, collateral production and budget management. Activities on site including collaboration with main distribution partner, providing sample products and furnishing the seating in seminar areas.
Case studies: Develop a library of case studies for relevant products in other European markets to help promote viability and credibility amongst sceptical new audiences. Developed in collaboration with established distribution partners in Spain, Ireland, Germany and The Netherlands.
Collateral: Translate and adapt marketing collateral including flyers, brochures and print advertisements ready for use in Italian language.
Business impact: +3,502% sales growth
Business impact: +3,502% sales growth
Laying the early groundwork and working closely with a small group of champion distribution partners in Italy has resulted in success over the target 5 year period. Return on investment has been strong, and early success has encouraged further distribution partners in the highly fragmented Italian market to get on board having seen the success of the product around the country, and continent.
Sales growth 2017-2023: 3,502%
Year-on-year sales growth 2017-2023:
2017-2018*: +760%
2018-2019: +44%
2019-2020: +44%
2020-2021: -18%
2021-2022: +43%
2022-2023: +72%
* 2018 was the first year when strategic marketing investment was undertaken for the Italian market. The debut trade show exhibited in Italy was Didacta Italia 2018, in Florence (pictured). I left KI in December 2022.
Page updated
Google Sites
Report abuse