case study: channel communications
Client:
Honeywell International
Situation:
Honeywell's Spectra® Performance Materials business entered the law enforcement market
for ballistic armor materials long after DuPont had established its Kevlar material as
the de facto market leader.
Solution:
Introduced a program to provide co-op marketing to fabricators and manufacturers as an
"added value" and assisted small companies in delivering high-level marketing communications
featuring SpectraĆ fiber-based products in order to build market share, brand and loyalty.
Focus was also directed at developing relationships with law enforcement to allow the
company and brand name to be recognized by the offices that specify and buy body armor.
Direct relationships were also established with regulators within the Department of Justice's
National Institute of Justice, which sets body armor standards and performance criteria,
which helped Honeywell play a role in the formulation of those standards. To see some of the
tactical executions, click here.
Tactics:
- PR
- Advertising
- Sales promotion
- Educational forums
- Telemarketing
- International communications
Results:
Significant sales growth, from a few percent to a large share of market, due in part by sending
a message to the law enforcement community that the product makes a difference in performance.
In what has now become a four-way race for market share, they are not only holding their own,
but growing in the market place for armor.
Comment:
One area of JMC's expertise is looking at the supply chain, the value chain and the distribution
channel. Too many companies know too little about who the members are and how they work in the
supply chain, value chain and the distribution community. In the current economy, working with
these members can make a substantial difference in the ultimate customer focus. It can pull
through better product.
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