Track record

Track Record

Bitzer Case Study 

Industrial Client Supplying a Key Component to the Refrigeration Industry

  • Focus on reactive selling 
  • No knowledge of product's end user 
  • No research 
  • Flighting of monthly “consumer style” ads in trade journals 
  • No segmentation of customers 
  • Customer rating of 1/5 for marketing “Very dissatisfied” customer base 
  • Very product focused 
  • Direct sales only 
  • No sales management function 
  • High risk as >70% of branch sales in each of the two major branches went through 1 sales rep 
  • Front counter had no products, and no indication of their range 


  • Implementation of database marketing strategy into Africa 
  • Sourcing of national distributor to carry the client’s products (for the first time)
  • New client becomes biggest client within the space of one year 
  • Implemented monthly customer training (aka relationship building)
  • Development of tradeshow strategy to drive Africa sales 
  • Ongoing customer research to ensure efficient customer engagements 
  • Development of various social media platforms including Facebook, Twitter, LinkedIn 
  • Launch of 2 new value added services 
  • Creation of industry leading in-house sales frontage 


  • 87% increase in specific brand requested
  • Client rating for “Marketing” up from 1/5 to 4/5 in first year 
  • Industry recognition for marketing improvement 
  • 312% more interaction with key client segments
  • 47% increase in turnover in key client segments

Ultimately, the only thing that matters is the bottom line.

Joel Serman, part-time Marketing Director
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