Bitzer: Case Study

Challenge

• 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.

Solution

• 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.

"Ultimately, the only thing that matters is the bottom line."
Joel Serman, Part-Time Marketing Director