Industry
Health Products, International company

Background
An overseas client had achieved nominal growth within Australia however most of its growth was being achieved in other countries outside Australia. Within Australia that company had undergone a number of approaches to the market under various management regimes and had developed a reputation in the market that had capped its growth potential. The product was strong however the marketing message and communication was convoluted and had let the product down for a sustained period of time. The business operated through a number of complimentary sales channels and all had been affected by the previous attempts for growth.

The Sales Focus International Approach
On review of the business, existing customers and target market the business required a metamorphosis that would re-educate the market and position the brand at a price point that was commensurate to the required profit levels. It further required achieving growth well above marketplace levels whilst working through the metamorphosis.

The strategy developed required a significantly different approach to the market which impacted across both the sales and marketing channels. The go-to-market strategy included redevelopment of all offers to the market through wholesale channels, communication strategies to the retail market and sales force development. Low revenue access to the product was removed to increase the wholesale loyalty to the brand and consumer accessibility.

Results
The new strategy realised increases in sales of over 100% in the first year and continued growth, significant improvement in the brand recognition and placement along with increased consumer awareness.