This case study is straight from the heart of the project, designed for marketing and planning enthusiasts.
Before diving into the process, here’s a quick brief about the business:
It’s a large factory in the lighting and LED manufacturing industry, producing branded finished products as well as raw materials for other factories. Our task was to enhance the marketing and sales of the branded finished products.
Challenges Identified:
Lack of sufficient customers
Pricing issues
Intense competition
Low market share
Noticeable drop in sales
Step 1: Analyzing the Current Market Position
We started by determining the factory’s market share across different regions, identifying both their presence and absence. Special thanks to Nada Othman for assisting with the analysis.
Using sales reports and customer data, we calculated and divided the market share by region and sales team routes. After analyzing and explaining the current state to the team, we moved to the next phase:
Step 2: Setting Objectives for the First Quarter
Increase sales by 25% monthly
Grow the customer base by 10% monthly
Boost brand awareness
Develop a pricing and market penetration plan
Create a promotional strategy
Step 3: Implementing the Plan
a) Sales Team Optimization:
We discovered that there was no proper sales system or commission structure, which demotivated the team. We introduced a new commission system:
Achieving targets resulted in higher commissions.
Missing targets resulted in reduced commissions.
Achieving less than 75% of targets resulted in further deductions.
Targets were set based on workload and customer potential in each region, and they were distributed among the entire sales team. Regular reports from the sales team helped us continuously study the market. Initially, execution was challenging, but once the team started hitting targets, they became more motivated.
b) Building the Brand Identity:
To increase brand awareness, we built a brand identity from scratch, including a slogan, logo, and color palette. Thanks to Mahmoud Saeiid for his incredible work on this. We also developed brand messages and USPs tailored to the target audience.
After completing the branding setup, we implemented a full marketing funnel for the factory and its 90 products. The digital funnel focused on awareness and social proof, with campaigns to collect customer data, which the sales team then followed up on.
Over time, customers began saying, “I’ve heard about you before,” making sales easier.
c) Pricing Strategies:
Created offers bundling different products together, providing discounts for traders, and offering payment facilities.
For new markets, we adopted a market penetration strategy, lowering prices for a month, which helped us gain a significant customer base from competitors.
d) Promotion Plan:
We used both online and offline channels, including giveaways, special customer offers, and cashback discounts on invoices.
Key Takeaways:
The success of this project boiled down to three interconnected elements:
Objectives
System
Team
You need all three to be perfectly aligned. Without a system, objectives and teams won’t work. Without a team, objectives and systems are pointless. Without objectives, the system and team will operate randomly.
Special thanks to everyone who worked on this project! This is just a brief overview of the process — each element can be explored further in detail.
If you found this helpful, let me know below 👇
And if you need files for the plans or market share details, leave a comment, and I’ll send them your way!
