MLG Industrial Equipment Market Case Study

MLG Solutions: Multifaceted, Targeted, Effective

MLG employs Transformational MarketingTM to facilitate market learning, enabling businesses to:

Focus on Value Places Emphasis on Support

A major industrial equipment manufacturer with low market share in a major market segment was on plan and on budget to launch a new product. MLG was asked to help position the product and assure product support efforts were in alignment.

MLG Solution: Identify the key components of value from the customer's perspective and compare the new product's position with those of major competitors. Research the channel to determine product support quality. The investigation revealed the product itself to be well positioned, but the support infrastructure had serious shortcomings. Our recommendation: refocus the launch effort on support and immediately invest in infrastructure.

Results: As of this writing, support infrastructure investments are being made and marketing efforts are focusing on those channel members best equipped to support the product.

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	MLG Solutions: Multifaceted, Targeted, Effective MLG employs Transformational MarketingTM to facilitate market learning, enabling businesses to: Better detect important signals from the marketplace Create valid, shared mental models of marketplace behavior Develop sound strategies and implementation programs Recognize and address implementation risks Openly explore marketplace response to strategic actions Focus on Value Places Emphasis on Support A major industrial equipment manufacturer with low market share in a major market segment was on plan and on budget to launch a new product. MLG was asked to help position the product and assure product support efforts were in alignment. MLG Solution: Identify the key components of value from the customer's perspective and compare the new product's position with those of major competitors. Research the channel to determine product support quality. The investigation revealed the product itself to be well positioned, but the support infrastructure had serious shortcomings. Our recommendation: refocus the launch effort on support and immediately invest in infrastructure. Results: As of this writing, support infrastructure investments are being made and marketing efforts are focusing on those channel members best equipped to support the product. Printer Friendly Version Return to Previous Page




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